Inman News: C21 Most Respected Brand in Real Estate
C21, Re/Max and Coldwell Banker most recognized brandsOnline survey also gauges consumer perceptions of mostrespected namesBY INMAN NEWS, WEDNESDAY, FEBRUARY 20, 2013.Inman News®Century 21, Re/Max and Coldwell Banker are the most recognized real estate brandnames used by brokerages, according to an online survey of U.S. homebuyers andsellers commissioned by Century 21 and conducted by Millward Brown, a global brandresearch company.The multiple-choice survey, which polled 1,204 randomly selected U.S. adults whohave either bought or sold a home in the past two years or plan to buy or sell a home inthe next two years during two separate two-week periods in 2012, showed that 96percent of respondents had "seen or heard of" Century 21.Re/Max, Coldwell Banker and Prudential rounded out the top four with 91 percent, 86percent and 70 percent of respondents, respectively, indicating that they had ever "seenor heard of" the brands.A similar survey by Millward Brown last year showed Century 21, Re/Max and ColdwellBanker retaining similar leadership positions in brand awareness.Other brands in the poll, which was conducted Feb. 5-19, 2012, and Aug. 12-26, 2012,were Keller Williams, ERA, Real Living, Realty Executives and Weichert, Realtors.
Source: Millward Brown 2012 real estate brand research studyThis years survey marked the first time respondents were asked to identify the "mostrespected" brand in the real estate industry. Century 21, Re/Max and Coldwell Bankeralso topped this list.Source: Millward Brown 2012 real estate brand research studyRespondents were also asked how likely they were to recommend one of the leadingbrands to someone else. Century 21 revealed only whether more or less than 25percent of respondents would recommend a brand.Less than 25 percent said they would recommend Coldwell Banker, ERA, KellerWilliams, Prudential, Realty Executives or Weichert. More than 25 percent ofrespondents said they would recommend Century 21 or Re/Max.