The results are in and the CENTURY 21® brand is once again the top real estate brand for consumers, exceeding its competitors on total brand awareness for the 19th consecutive year and boasting the most established brand image, according to a recently released 2017 Millward Brown consumer survey.
When presented with a list of real estate agencies, total awareness of the iconic CENTURY 21 brand was 94%, notably higher than the nearest competitor at 89%. Consumers also selected the CENTURY 21 System as the most recognized name in real estate (32%), easily besting the nearest competitor at 27%. Consumers rated trust, knowledge and effectiveness of agents, and recommendation as the most influential factors in choosing an agent or agency.
"These results from a third-party global market research firm cement our status as the leading real estate brand and speak to the success of our broker franchise network in helping consumers realize the dream of homeownership," said Greg Sexton, chief operating officer, Century 21 Real Estate LLC. "We are extremely proud to once again receive this recognition, which validates our System's dynamic growth and the success of our independently owned and operated offices and their brokers and sales associates."
As online communications and awareness of online real estate competitors continue to grow and offer consumers more sources and options in selecting a real estate agency, the CENTURY 21 brand has followed suit in raising brand awareness through digital and TV advertising, the survey found. The CENTURY 21 brand's "Not An App" ad connected more strongly with consumers to drive more appeal for the brand whereas "Good Luck Robots" was perceived as a more entertaining ad. The survey also found that the CENTURY 21 brand is the leader in being recognized as the official sponsor of the U.S. Soccer Team and received top recognition for advertising in the NCAA Men's Basketball Tournament and as a national philanthropic partner of Easterseals.
"This recognition comes during an exciting time as we continue to leverage our agent-centric platform, national marketing programs, proprietary online tools and key sponsorships to raise System member awareness," added Sexton. "What we do is maximize new business opportunities in an effort to assist our System members help home buyers and sellers make informed real estate decisions that in turn instill trust and loyalty in our professionals and our brand."
About the 2017 Millward Brown Demographic Ad Tracking Study
The survey results are based on online interviews with 1,200 consumers with a national random sample of adults (ages 18+) who are equal decision makers in real estate transactions and active in the real estate market (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 question based on a sample of 1,200 respondents.
– Recognition question based on consumers aware of brand.
– Results are significant at a 90% confidence level, with a margin of error of +/-2.4%.
- The study was conducted by Millward Brown, a leading global market research organization, from April 12- April 26, 2017.
About Century 21 Real Estate LLC
Century 21 Real Estate LLC is comprised of approximately 7,400 independently owned and operated franchised broker offices in 78 countries and territories worldwide with more than 111,000 independent sales professionals. Century 21 Real Estate has numerous websites to help answer specific consumer needs. They are century21.com, century21global.com, commercial.century21.com, century21.com/finehomes, and century21espanol.com.