CENTURY 21 The Most Respected Real Estate Brand

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Century 21 Real Estate LLC, the franchisor of the world’s largest real estate sales organization, announced the results of a third-party survey that shows consumers identified the CENTURY 21 brand as …

Century 21 Real Estate LLC, the franchisor of the world’s largest real estate sales organization, announced the results of a third-party survey that shows consumers identified the CENTURY 21 brand as the “most respected in the industry.” CENTURY 21 maintained its lead in brand awareness among consumers presented with a list of real estate organizations, a position it has held since 1999.

In the study conducted by global market research firm Millward Brown, the CENTURY 21® brand achieved 96 percent total brand awareness among consumers in the market to buy or sell a home in the past two years or in the next two years. The nearest industry competitor was five percentage points behind. The study also notes that the CENTURY 21 System remains one of the top recommended real estate agencies in “Likelihood to Recommend and Future Consideration.”

“The fact that CENTURY 21 was identified by consumers as the most respected real estate brand in the study is due to the hard work and dedication of our sales professionals,” said Rick Davidson, President & CEO, Century 21 Real Estate LLC. “Our continued prominence in this brand study is a testament to our bold marketing initiatives designed to keep our agents top-of-mind with home buyers and sellers.”

The CENTURY 21 brand advertised in both the 2012 and 2013 Super Bowl® games, as well as the 2012 Summer Olympics. CENTURY 21 Real Estate is also the official real estate company of U.S. Soccer. Additionally, in 2012, the brand has enhanced its website, century21.com with advanced functionality, including search by top-ranked schools, neighborhoods, and added highly relevant content such as property detail pages displaying schools that children would attend based on school zone attendance boundaries.

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  • 1. WHY IS THE CENTURY 21® SYSTEM THE BEST KNOWN BRAND IN THE BUSINESS? WE’VE GOT THE MOST TRUSTED, MOST DEVOTED, MOST GIT ‘ER DONE AGENTS ON THE PLANET. “Please tell me which of these real estate agencies you have ever seen THE LEADER IN BRAND AWARENESS or heard of?” (Base: 1,204 respondents: Sold or purchased a home in the past 2 years, or plan to sell or purchase a home in the next 2 years; In 2012, the CENTURY 21 System continued to maintain the highest results significant at a 90% Confidence level) brand awareness level among consumers presented with a list of other CENTURY 21: 96% real estate organizations; a trend we have upheld since 1999. RE/MAX: 91% Coldwell Banker: 86% Prudential: 70% THE MOST RECOGNIZED NAME IN REAL ESTATE Keller Williams: 44% ERA: 42% As in previous years, consumers in 2012 continued to identify the Real Living: 24% CENTURY 21 System, from a list of real estate organizations, as “the Weichert: 20% most recognized name in real estate.” Realty Executives: 16% Thirty-five percent of adults surveyed recognized the CENTURY 21 System “Which of these agencies, if any, is the most recognized name in real estate?” (Multiple-choice question) (Base: Consumers Aware as the most well-known brand. The nearest competitor (RE/MAX) trailed of Brand. Results significant at a 90% Confidence level) by a substantial six percentage points. CENTURY 21: 35% RE/MAX: 29% Coldwell Banker: 19% THE MOST RESPECTED BRAND IN THE INDUSTRY Prudential: 13% Realty Executives: 13% In a new question this year, consumers identified the CENTURY 21 Brand Weichert Realtors: 11% as the “most respected in the industry.” Keller Williams: 10% Real Living: 9% Twenty-two percent of adults surveyed identified the CENTURY 21 System ERA: 7% as the “most respected in the industry,” with the nearest competitor (RE/MAX) trailing by a significant five percentage points. “Which of these agencies, if any, is the most respected in the industry?” (Multiple-choice question) (Base - Consumers Aware of Brand. Results significant at a 90% Confidence level) CENTURY 21: 22% AN INDUSTRY LEADER FOR “LIKELIHOOD TO RECOMMEND” RE/MAX: 17% PREFERENCE AMONG ACTIVE REAL ESTATE CONSUMERS Coldwell Banker: 16% 35% Prudential: 12% The CENTURY 21 System continues to remain one of the top recommended 29% Keller Williams: 11% agencies in “Likelihood to Recommend” for 2012. 19% Weichert Realtors: 8% 13% Realty Executives: 8%13% Real Living: 7%11% AN INDUSTRY LEADER FOR “FUTURE CONSIDERATION” ERA: 5% PREFERENCE AMONG ACTIVE REAL ESTATE CONSUMERS “How likely are you to “How likely are you to consider recommend (brand) to choosing each of these brands The CENTURY 21 System continues to remain one of the top agencies in someone else?” (Base: 1,204 the next time you buy or sell a home?” respondents: sold or purchased (Base: 1,204 respondents: sold or Future Consideration in 2012. a home in the past two years, or purchased a home in the past two plan to sell or purchase a home years, or plan to sell or purchase a in the next two years) home in the next two years) Study Source: 2012 Ad Tracking Study. The survey results are based on 1,204 online interviews with a national INDUSTRY LEADERS GREATER THAN 25% INDUSTRY LEADERS 45% AND ABOVE random sample of adults (ages 18+) who are equal decision makers and who have bought or sold a home within the past two years or plan to purchase or sell a home within the next two years. Brand awareness, Consideration CENTURY 21 CENTURY 21 and Likelihood to Recommend questions based on a sample of 1,204 respondents at a 90% confidence level, with a margin of error of +/-2.4%. RE/MAX RE/MAX BELOW 25% BELOW 45% Recognition and Respected questions based on those who had awareness of the brand. Results are significant at a 90% Confidence level, with a margin of error of +/- 2.4%. The study was conducted in two waves by Millward Coldwell Banker Coldwell Banker Brown, a leading global market research organization during the following time periods: Wave 1 between February 5th – February 19th 2012 Wave 2 between August 12th- August 26th 2012 ERA ERA Keller Williams Keller Williams Prudential Prudential Realty Executives Real Living SMARTER. BOLDER. FASTER. ® Real Living Realty Executives ©2013 Century 21 Real Estate LLC. All rights reserved. CENTURY 21® is a trademark owned by Century 21 Real Estate LLC. Weichert Weichert An Equal Opportunity Company. Equal Housing Opportunity. Each Office Is Independently Owned And Operliated.