March 2008

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A pilot survey was conducted by RealtyU’s Department of Content & eLearning over a 4‐day period in February 2008 togauge real estate agent experiences with online training programs. The pilot generated 26 responses and will help refinequestions for a similar survey with a wider sample pool to be conducted later in 2008. While not statistically significant, thepilot data generated anecdotal information that will be helpful in gauging future responses. At the request of theparticipants, survey results were summarized and will be distributed to the participant pool.

The responses, while anecdotal, were suggestive of average training investments in 2007 of not more than $500 perindividual. But the responses also suggested variations depending on the respondent’s role and the number of annualtransactions. For example, organizational leaders (broker‐owners, company executives, etc.), seemed to invest more intraining than sales associates and associate brokers. Meanwhile, higher training investments were suggested from thoseclosing 20 or more transactions annually than those reporting less than 20 annual transactions.

Most of the respondents also indicated convenience as the primary factor compelling their desire to take an online course.Most indicated they had previously taken an online real estate training course and would consider doing so again in the nextyear. The data was also suggestive of year‐over‐year increases in the average number of courses taken online since 2005.While anecdotal, this information did seem to corroborate similar trends compiled recently in a separate study by theAmerican Society for Training and Development (ASTD) which found online training accounted for about 23% of all learninghours in 2006, up from 16% three years earlier. (Source: ASTD’s State of the Industry Report: 2007.)

Of particular interest to us was whether or not real estate professionals generally found value in their experience with onlinetraining courses. The majority of respondents indicated they prefer or very much prefer taking online courses over similarreal estate courses in the classroom. In terms of quality comparisons between online and classroom‐based courses,respondents tended towards the center indicating online course quality as being about the same or better than thoseoffered in the classroom.

About the author: Mel Aclaro is Director of Content and eLearning Solutions at RealtyU.Copyright: 2008 RealtyU

Copyright: 2008 RealtyU 3n = 26

n = 24

Most respondents said they spent less than $500last year for training, regardless of delivery format.A supplementary detail analysis (graphic notshown) suggests that, perhaps not surprisingly,organizational leaders (execs and broker‐owners) spent about half‐as‐much more (54%)than sales associates and associate brokers.When viewed anecdotally from the perspective oftransaction sides, those responded as having 20or more transactions per year invested about 4times as much more in training as those reportingless than 20 transactions.

Not surprisingly, the majority ofrespondents opted for theconvenience afforded by onlinetraining as their primary reason forselecting it.

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n = 26

Respondents who said their company currently offers online training vs. those who said their company doesn’t offer onlinetraining is about evenly split. And, while the majority of respondents rated the importance of company‐offered onlinetraining as Important or Very Important it was interesting to see organizational leaders (company execs & broker‐owners) rate its importance more highly than the rank and file. Given the neutrality of perceived quality (see slide 6), thismay owe to differences held between those who have a stake in decisions for organizational training investments and theperceived quality of that training by its recipients. This may suggest the need for real estate organizations to establishbaselines for evaluating the quality of online training whether developed in‐house or contracted from third‐partyproviders.

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n = 26

Most of our respondents either prefer orvery much prefer taking online coursesover similar courses offered in aclassroom environment. This sentimentseemed to hold pretty steady regardless ofrole or annual transaction performance.

…But, interestingly, despite theirpreference for online courses, the samerespondents seemed to feel the quality ofonline training as generally being abouton par with similar programs offered inthe classroom. This held steady acrossrole‐types and transaction performance ofrespondents.

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n = 26

Overall, our respondents said they have prior experience with onlinereal estate courses and said they would consider taking an onlinereal estate course again. Additionally, our findings suggestcontinued growth in the number of courses taken year‐over‐year.This corroborates similar recent findings by ASTD (American Societyfor Training and Development)* of increases in self‐paced / onlinetraining since 2003.

*Source: ASTD State of the Industry Report 2007

7Copyright: 2008 RealtyU