Century 21, RE/MAX lead in brand awareness

Real estate brief
By Inman News, Wednesday, December 3, 2008

Century 21, RE/MAX, Coldwell Banker and Prudential are among the leaders in real estate brand awareness, according to the results of an online consumer survey.

They survey, which is based on 875 online interviews between March 3 and Aug. 10 with U.S. adults who bought or sold a home in the past two years or plan to purchase or sell a home in the next two years, was conducted for Century 21 by Millward Brown, a market research company.

About 97 percent of respondents in the latest survey noted that they have "seen or heard of" the Century 21 brand, compared with 93 percent for RE/MAX, 89 percent for Coldwell Banker, 75 percent for Prudential, 51 percent for ERA, 38 percent for GMAC, 33 percent for Keller Williams, 18 percent for Weichert and 14 percent for Realty Executives, according to the Millward Brown 2008 Ad Tracking Study.

When asked, "How likely are you to consider choosing each of these brands the next time you buy or sell a home?" respondents selected Century 21, RE/MAX, Coldwell Banker and Prudential as their top picks, in that order.

Also, respondents stated that they were most likely to recommend the Century 21 brand to someone else, followed by RE/MAX, Keller Williams and Coldwell Banker.



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