Real Estate Agents As a Source of Information for Home Buyers

The concern for the consumer's right to be adequately informed when making a purchase has provided an impetus for legislation and research in a variety of consumer decision areas. Absent from these efforts has been any examination of the most important consumer decision—the purchase of a home. This study examined the quantity and quality of information that a key marketing agent in the purchase of a home, the real estate broker, is capable of providing consumers. A variety of informational areas are examined with most of them centered on the quality of life in a community neighborhood. The results suggest areas where brokers can be better informed and thereby better serve their public as a source of information.