Winner: Better Homes and Gardens Real Estate
As a leading national lifestyle real estate brand, Better Homes and Gardens Real Estate (BHGRE) is at the forefront of conducting original consumer research to educate the industry on the consumer point of view.
With that in mind, BHGRE devoted the entirety of its 2015 research strategy to conducting groundbreaking studies designed to shed new light on the aspirations and concerns of three diverse consumer segments: LGBT (lesbian, gay bisexual and transgender), Latinas and Chinese Americans. As a result, the data opened the door for more thoughtful discussion throughout the real estate industry as to how to best serve and help these specific groups achieve the dream of homeownership.
The lesbian, gay, bisexual and transgender (LGBT) community is a driving force in the U.S. economy, but, until now, little information has been available about this population segment’s aspirations and mindset surrounding homeownership.
Timed just ahead of the historic Supreme Court ruling on marriage equality, Better Homes and Gardens Real Estate and the National Association of Gay and Lesbian Real Estate Professionals (NAGLREP) conducted a survey and released findings from the first-ever LGBT Home Buyer and Seller Survey of more than 1,700 respondents.
The mission was to distinguish LGBT home buying and selling characteristics, including consumer confidence and purchase preferences, while also actively contributing to BHGRE’s mission to support the LGBT market. The results showed that the majority of respondents believe homeownership to be a good investment but have strong concerns when it comes to housing discrimination.
The unique content was packaged in the form of educational and talent attraction assets to provide to BHGRE affiliates as well as the NAGLREP membership in hopes of bringing these issues to the fore. Total media coverage totaled over 114,912,562 impressions and included Forbes, Miami Herald, National Mortgage News, Inman News, Realtor.com, EDGE Media Network and MediaPost.