Report Card On Agent Ratings: Do They Work?

July 8, 2014

Consumers are increasingly turning to the Internet to rate the service level of real estate professionals. And with that, the Pennsylvania Association of REALTORS® has released a report card that evaluates the performance of agent rating systems and how well they meet their preferred criteria for agent evaluation.

Along with other associations, PAR considered in 2011 whether it should create an agent review system of its own. It formed a task force and identified various metrics to create such a system that customers could use to provide feedback on agent performance.

“But after considering the political and practical hurdles to launching such a system within the REALTOR® organization, the task force recommended not moving forward with a new rating system,” Hank Lerner, the director of professional practice at PAR, wrote on the association’s blog. “Instead, PAR has produced a report card evaluating existing rating systems against some of the main criteria considered by the task force. We will be helping members and their clients to understand which existing systems are the best fit for their needs.”

To assess the rating site, PAR officials assigned a score based on factors such as how the agent profile is created on the site; whether an agent can remove the profile; the site’s advertising policies; whether brokers can collect and analyze data; whether the site identifies REALTORS®; if agents can respond to reviews; and if the site asks close-ended or open-ended questions.

The agent rating systems scoring the highest were:

Source: Pennsylvania Association of REALTORS®