Survey of 306 Gen Z Adults: Keiko Kitagawa Ranked #1 Celebrity for Real Estate Commercials

BEGINNING Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative: Sayaka Namari; https://bgngrp.com/), which specializes in real estate liquidation and purchasing, surveyed 306 members of Generation Z regarding real estate sales practices.

Buying or selling real estate is a major life decision for most. Consequently, consumers expect real estate companies and their agents to provide more than just technical expertise; they demand reliable interactions and an approachable consultation style.

However, some still hold negative perceptions of the industry, such as fears of 'aggressive sales tactics' or 'persistent follow-ups,' which can create anxiety when interacting with agents.

To address this, we surveyed 306 Gen Z individuals (24.8% male, 75.2% female) to understand their perspectives on real estate sales. The findings are summarized below.

Key Findings:
- Celebrity Ranking for Real Estate Commercials: #1 Keiko Kitagawa (70), #2 Mana Ashida (67), #3 Shohei Ohtani (63).
- Image of Real Estate Firms: 'Fear of aggressive sales' was the most common concern (187), followed by 'Persistent follow-ups' (153) and 'Priority given to company profits over customer interests' (118).
- Expectations for Agents: 'Honestly explaining both the merits and demerits' was the top priority (252), followed by 'Not rushing the contract' (204) and 'Listening attentively to concerns' (128).

When quoting these results, please credit 'BEGINNING Co., Ltd.' and link to the source page.

#1: Keiko Kitagawa
Respondents who chose Keiko Kitagawa frequently cited her strong performance in professional roles in TV dramas, her clean image, intelligence, and trustworthiness. Some noted that her portrayal of roles involving real estate made it easy for them to imagine her in a real estate commercial.

#2: Mana Ashida
Respondents praised her sincerity, purity, and intelligence. Her relatable, down-to-earth nature and reliability were seen as well-suited to the real estate industry, appealing to all age groups.

#3: Shohei Ohtani
Respondents highlighted his refreshing and sportsman-like personality. His overwhelming integrity and trust across all demographics make him ideal for enhancing a company's brand, especially given that real estate is the biggest purchase of a person's life.

Other notable figures included Hiroshi Abe, Yuki Amami, Masami Nagasawa, Yui Aragaki, and Mio Imada, all of whom were noted for projecting trust, stability, and approachability.

Industry Image Concerns
When asked about their general image of real estate companies and agents, the most common responses were 'Fear of aggressive sales' (187) and 'Persistent follow-ups' (153).

Consultation Preferences
When asked what they seek in a real estate agent, the most common response was 'Honestly explaining both the merits and demerits' (252), followed by 'Not rushing the contract' (204) and 'Listening attentively' (128).

Conclusion
BEGINNING Co., Ltd. found that for the younger generation, a trustworthy persona that exudes intelligence and sincerity is crucial for a real estate brand ambassador. Furthermore, the survey underscores that the most important factor in real estate consultation is transparency—consumers are looking for agents who provide a balanced, honest assessment of property advantages and disadvantages.