IDEAS home Printed from https://ideas.repec.org/p/feb/framed/00629.html
   My bibliography  Save this paper

Real Estate Agent Target Marketing: Are Buyers Drawn Towards Particular Real Estate Agents?

Author

Listed:
  • Aaron Arndt
  • David M Harrison
  • Mark A. Lane
  • Michael J. Seiler
  • Vicky L Seiler

Abstract

We investigate whether customers' overall impression of online property listings can be influenced by the real estate agent, and whether this influence depends on the customer's demographic characteristics. A sample of 1,594 potential homebuyers took an online audio/visual tour of a typically priced home in their area. Subjects were shown one of eight conditions in which we varied agent gender (male/female), agent attractiveness (attractive/less attractive), and pathos (used/not used). The results show that segments of customers are drawn to different real estate agents, but contrary to our expectations, customers were not necessarily drawn to similar agents or more attractive ones.

Suggested Citation

  • Aaron Arndt & David M Harrison & Mark A. Lane & Michael J. Seiler & Vicky L Seiler, 2017. "Real Estate Agent Target Marketing: Are Buyers Drawn Towards Particular Real Estate Agents?," Framed Field Experiments 00629, The Field Experiments Website.
    • Handle: RePEc:feb:framed:00629
    as

    Download full text from publisher

    File URL: http://s3.amazonaws.com/fieldexperiments-papers2/papers/00629.pdf
    Download Restriction: no
    ---><---

    Other versions of this item:

    References listed on IDEAS

    as
    1. Sean P. Salter & Franklin G. Mixon & Ernest W. King, 2012. "Broker beauty and boon: a study of physical attractiveness and its effect on real estate brokers’ income and productivity," Applied Financial Economics, Taylor & Francis Journals, vol. 22(10), pages 811-825, May.
    2. Andreoni, James & Petrie, Ragan, 2008. "Beauty, gender and stereotypes: Evidence from laboratory experiments," Journal of Economic Psychology, Elsevier, vol. 29(1), pages 73-93, February.
    3. Markus M. Mobius & Tanya S. Rosenblat, 2006. "Why Beauty Matters," American Economic Review, American Economic Association, vol. 96(1), pages 222-235, March.
    4. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    5. Jerry T. Haag & Ronald C. Rutherford & Thomas A. Thomson, 2000. "Real Estate Agent Remarks: Help or Hype?," Journal of Real Estate Research, American Real Estate Society, vol. 20(1), pages 205-215.
    6. Springer, Thomas M, 1996. "Single-Family Housing Transactions: Seller Motivations, Price, and Marketing Time," The Journal of Real Estate Finance and Economics, Springer, vol. 13(3), pages 237-254, November.
    7. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. "Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 350-362, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jason Beck & Yassaman Saadatmand, 2024. "The impact of real estate agent and firm characteristics on sales prices under different market conditions and price segments," Business Economics, Palgrave Macmillan;National Association for Business Economics, vol. 59(1), pages 31-38, January.
    2. Popov, Alexander, 2022. "The division of spoils in a booming industry," Journal of Economic Behavior & Organization, Elsevier, vol. 198(C), pages 341-369.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dilmaghani, Maryam, 2020. "Beauty perks: Physical appearance, earnings, and fringe benefits," Economics & Human Biology, Elsevier, vol. 38(C).
    2. Parrett, Matt, 2015. "Beauty and the feast: Examining the effect of beauty on earnings using restaurant tipping data," Journal of Economic Psychology, Elsevier, vol. 49(C), pages 34-46.
    3. Niclas Berggren & Henrik Jordahl & Panu Poutvaara, 2010. "The Right Look: Conservative Politicians Look Better and their Voters Reward it," CESifo Working Paper Series 3310, CESifo.
    4. Chakravarty, Anindita & Liu, Yong & Mazumdar, Tridib, 2010. "The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-release Movie Evaluation," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 185-197.
    5. Kimberly F. Luchtenberg & Michael J. Seiler & Hua Sun, 2019. "Listing Agent Signals: Does a Picture Paint a Thousand Words?," The Journal of Real Estate Finance and Economics, Springer, vol. 59(4), pages 617-648, November.
    6. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    7. Amany Gouda-Vossos & Barnaby J Dixson & Robert C Brooks, 2016. "Sexual Conflict and Gender Gap Effects: Associations between Social Context and Sex on Rated Attractiveness and Economic Status," PLOS ONE, Public Library of Science, vol. 11(1), pages 1-14, January.
    8. David Neumark, 2018. "Experimental Research on Labor Market Discrimination," Journal of Economic Literature, American Economic Association, vol. 56(3), pages 799-866, September.
    9. Craig E. Landry & Andreas Lange & John A. List & Michael K. Price & Nicholas G. Rupp, 2006. "Toward an Understanding of the Economics of Charity: Evidence from a Field Experiment," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 121(2), pages 747-782.
    10. Michał Krawczyk & Magdalena Smyk, 2015. "Gender, beauty and support networks in academia: evidence from a field experiment," Working Papers 2015-43, Faculty of Economic Sciences, University of Warsaw.
    11. Bhaskar, Venkataraman & Belot, Michèle & Van de Ven, Jeroen, 2007. "Insidious Discrimination? Disentangling the Beauty Premium on a Game Show," CEPR Discussion Papers 6276, C.E.P.R. Discussion Papers.
    12. Eiji Yamamura & Ryohei Hayashi & Yoshiro Tsutsui & Fumio Ohtake, 2022. "Racers’ attractive looks, popularity, and performance: how do speedboat racers react to fans’ expectations?," The Japanese Economic Review, Springer, vol. 73(4), pages 597-623, October.
    13. Du, Ninghua & Song, Fei & Cadsby, C. Bram, 2022. "You cannot judge a book by its cover: Evidence from a laboratory experiment on recognizing generosity from facial information," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 100(C).
    14. Joseph T. Halford & Hung‐Chia S. Hsu, 2020. "Beauty is wealth: CEO attractiveness and firm value," The Financial Review, Eastern Finance Association, vol. 55(4), pages 529-556, November.
    15. Lim, Boon C. & Chung, Cindy M.Y., 2011. "The impact of word-of-mouth communication on attribute evaluation," Journal of Business Research, Elsevier, vol. 64(1), pages 18-23, January.
    16. Ying Cao & Feng Guan & Zengquan Li & Yong George Yang, 2020. "Analysts’ Beauty and Performance," Management Science, INFORMS, vol. 66(9), pages 4315-4335, September.
    17. Berggren, Niclas & Jordahl, Henrik & Poutvaara, Panu, 2006. "The Looks of a Winner: Beauty, Gender and Electoral Success," Ratio Working Papers 104, The Ratio Institute.
    18. Póvoa, Angela Cristiane Santos & Pech, Wesley & Viacava, Juan José Camou & Schwartz, Marcos Tadeu, 2020. "Is the beauty premium accessible to all? An experimental analysis," Journal of Economic Psychology, Elsevier, vol. 78(C).
    19. Dreber, Anna & Gerdes, Christer & Gränsmark, Patrik, 2013. "Beauty queens and battling knights: Risk taking and attractiveness in chess," Journal of Economic Behavior & Organization, Elsevier, vol. 90(C), pages 1-18.
    20. Li, Wenting & Zhao, Fang & Lee, Ji Min & Park, Jiwoon & Septianto, Felix & Seo, Yuri, 2024. "How micro- (vs. mega-) influencers generate word of mouth in the digital economy age: The moderating role of mindset," Journal of Business Research, Elsevier, vol. 171(C).

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:feb:framed:00629. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Francesca Pagnotta (email available below). General contact details of provider: http://www.fieldexperiments.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.