Results of the 2010 Millward Brown Survey published by CENTURY 21 Real Estate.

1. HOW IS CENTURY 21 THE BEST-KNOWN BRAND ®
IN REAL ESTATE? GREAT, TRUSTWORTHY AGENTS.
STRONG COMMUNICATIONS. KNOWLEDGABLE. AND AN
ALMOST-FANATICAL DEVOTION TO OUR CLIENTS.
WE’RE THE MOST RECOGNIZED NAME IN REAL ESTATE “Which of these agencies, if any, is the most recognized
name in real estate?” (multiple choice question); Base-
Consumers consider the CENTURY 21 brand to be the best-known Aware of Brand. Results significant at a 90% Confidence level)
brand in real estate. 41% of respondents singled out the CENTURY 21
CENTURY 21: 41%
brand, with the nearest competitor trailing by a substantial 7%.
RE/MAX: 34%
Coldwell Banker: 18%
THE CENTURY 21 SYSTEM IS THE LEADER IN “Please tell me which of these real estate agencies you
BRAND AWARENESS* have ever seen or heard of?” (Base 1201 respondents:
Sold or purchased a home in the past 2 years, or plan to sell
In 2010, CENTURY 21 Real Estate continued to be the strongest or purchase a home in the next 2 years; results significant at a
presence in the brand awareness category with almost universal brand 90% Confidence level)
awareness – a trend we have upheld since 1999.
CENTURY 21: 94%
RE/MAX: 91%
Coldwell Banker: 82%
WE’RE AN INDUSTRY LEADER FOR “FUTURE Prudential: 71%
CONSIDERATION” PREFERENCE AMONG ACTIVE REAL ERA: 39%
GMAC: 36%
ESTATE CONSUMERS Keller Williams: 36%
Active market consumers largely prefer to consider the CENTURY 21 Weichert: 18%
brand for their future real estate needs. Almost all other real estate Realty Executives: 16%
brands fall far behind the CENTURY 21 brand in this category.
“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
WE’RE AN INDUSTRY LEADER FOR “LIKELIHOOD TO years, or plan to sell or purchase a home in the next 2 years)
RECOMMEND” PREFERENCE AMONG ACTIVE REAL GREATER THAN 50%
ESTATE CONSUMERS CENTURY 21 RE/MAX
In 2010, CENTURY 21 Real Estate continued as one of the top
LESS THAN 50%
agencies that real estate consumers are likely to recommend to others.
Coldwell Banker ERA
Prudential Weichert
Source: 2010 Ad Tracking Study. The survey results are based on 1201 online interviews with a national random Keller Williams GMAC
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.
“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)
GREATER THAN 30%
CENTURY 21 RE/MAX
LESS THAN 30%
SMARTER. BOLDER. FASTER.
© 2011 CENTURY 21 REAL ESTATE LLC. ALL RIGHTS RESERVED. CENTURY 21® IS A REGISTERED TRADEMARK OWNED BY CENTURY 21 REAL ESTATE
Coldwell Banker
Prudential
Keller Williams
ERA
GMAC
Realty Executives
LLC. AN EQUAL OPPORTUNITY COMPANY. EQUAL HOUSING OPPORTUNITY. EACH OFFICE IS INDEPENDENTLY OWNED AND OPERATED.