Property Australia

What do Property Council members want?

Karen Jamal Karen Jamal July 20, 2021

“Despite a year of disruption, our industry is extracting more value from Property Council membership – and a 19-point increase in our Net Promoter Score is a positive sign,” says Property Council chief executive Ken Morrison.

 

Three key takeaways:

  • The Property Council canvassed the views of 647 members across sectors and career stages, finding that the number of “extremely satisfied” members has doubled
  • The Property Council's Net Promoter Score, a measure of customer engagement, has increased by 19 points; the number of advocates has grown and the detractors declined
  • The top five advocacy initiatives are: economic recovery; housing supply and affordability; planning reform; sustainability and energy efficiency; and city strategies.

 

The Property Council champions the interests of more than 2,200 member companies across the full spectrum of the industry – an industry that generates 13 per cent of Australia’s gross domestic product and employs 1.4 million people.

The Property Council’s research and advocacy have been given a big tick of approval, and Morrison says this is “strong validation that we are hitting the mark in challenging times”.

“Engagement levels are high and those that are infrequent users of the Property Council's products and services still support our advocacy work and value our role as the voice of the industry,” Morrison says.

“Members have told us our work to inform and shape policy, advocate on the industry’s behalf, promote a positive image, and share market intelligence are more important now than they were in 2018.”

Growing the industry’s future leaders and diversity initiatives, especially Girls in Property, also ranked highly. In fact, diversity initiatives were considered important by twice as many members in 2021 as in 2016. The Property Council’s diversity focus is clearly meeting market expectations, with the percentage of very or extremely satisfied female members rising sharply.

Satisfaction with the Property Council’s products, services and advocacy work was consistent across sectors and career stages, with approval ratings up across the board.

“Members are at the heart of all we do at the Property Council, which is why we run these surveys,” Morrison notes. “We are pleased with the hard numbers showing us that we are heading in the right direction, and we always listen carefully to our members to ensure our work continues to resonate.”

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Tags: Membership