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Century 21 Brand Awareness Study

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Century 21 is the most recognized name in real estate.

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Century 21 Brand Awareness Study

  1. 1. Brand Awareness and Preference2010 Millward Brown Study
  2. 2. In 2010, CENTURY 21 Maintains Universal Brand Awareness Leader in Brand Awareness: CENTURY 21: 94% RE/MAX: 91% In 2010, the CENTURY 21® System Coldwell Banker: 82% continued to maintain the highest Prudential: 71% brand awareness level when ERA: 39% compared with any other real estate GMAC: 36% organization surveyed; a trend we Keller Williams: 36% have upheld since 1999. Weichert : 18% Realty Executives:16% Q “Please tell me which of these real estate agencies you have ever seen or heard of?” (Base: 1201 respondents: Sold or purchased a home in the past 2 years, or plan to sell or purchase a home in the next 2 years; results significant at a 90% Confidence level) *Source: 2010 Ad Tracking Study, Millward Brown.Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 2
  3. 3. CENTURY 21 Is The Most Recognized Name In Real Estate Most Recognized Name In Real Estate: As in previous years, consumers in 2010 CENTURY 21: 41% continued to identify CENTURY 21® as “the most recognized name in real RE/MAX: 34% estate.” Coldwell Banker: 18% Forty-one percent of adults surveyed singled out CENTURY 21 as the most well-known brand, with the nearest competitor (RE/MAX) trailing by a substantial 7 percentage points. Q “Which of these agencies , if any, is the most recognized name in real estate?” (multiple choice question); Base -Aware of Brand. Results significant at a 90% Confidence level *Source: 2010 Ad Tracking Study, Millward Brown.Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 3
  4. 4. CENTURY 21 Is An Industry Leader For “Future Consideration “ Preference Among Active Real Estate Consumers Future Consideration: CENTURY 21 Industry Leaders CENTURY 21® continues to remain RE/MAX Greater than 50% one of the top agencies on Future Consideration in 2010*. Coldwell Banker Prudential Keller Williams Less than 50% ERA GMAC Weichert Realty Executives Q “How likely are you to consider choosing each of these brands the next time you buy or sell a home?” (Base: 1201 respondents: Sold or purchased a home in the past 2 years, or plan to sell or purchase a home in the next 2 years) * Differences in the top 2 agencies (C21 and RE/MAX) are statistically insignificant at a 90% Confidence Level. *Source: 2010 Ad Tracking Study, Millward Brown.Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 4
  5. 5. CENTURY 21 Is An Industry Leader For “Likelihood to Recommend” Preference Among Active Real Estate Consumers Likelihood to Recommend: CENTURY 21 Industry Leaders CENTURY 21® continues to remain Greater than 30% RE/MAX one of the top recommended agencies in “Likelihood to Realty Executives Recommend”* for 2010. Keller Williams Coldwell Banker Less than 30% Prudential GMAC ERA Q “How likely are you to recommend (brand) to someone else?” (Base: 1201 respondents: Sold or purchased a home in the past 2 years, or plan to sell or purchase a home in the next 2 years) * Any differences in the top 2 agencies is statistically insignificant at a 90% Confidence Level. *Source: 2010 Ad Tracking Study, Millward Brown.Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 5
  6. 6. Disclaimers & Footnotes • ©2011 Century 21 Real Estate LLC. All rights reserved. CENTURY 21® is a trademark owned by Century 21 Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity. Each Office Is Independently Owned And Operated. • Source: 2010 Ad Tracking Study. The survey results are based on 1201 online interviews with a national 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 questions are based on a sample of 1201 respondents at a 90% confidence level with a margin of error of +/-2.4%. The study was conducted between April 5 – October 31, 2010 by Millward Brown, a leading global market research organization.Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 6

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