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Century 21 tops RE list for consumer brand awareness


NEW YORK – July 17, 2017 – Millwald Brown's 2017 Demographic Ad Tracking Study asked 1,200 recent home buyers and sellers to list the names of any real estate agencies they've seen.

Out of these recent real estate clients, Century 21 ranked the highest for its brand awareness and scored 94 percent of the respondents. The second highest ranking brand was RE/MAX at 89 percent. The real estate brands with the most consumer brand awareness, according to Millwald Brown, are:

  • Century 21: 94%
  • RE/MAX: 89%
  • Keller Williams: 52%
  • Redfin: 38%
  • Berkshire Hathaway: 38%
  • Weichert: 19%
  • Realty Executives: 13%
  • Real Living: 6%

When the researchers asked the general population about real estate brands, Century 21 also led the list, though real estate brands, in general, didn't resonate with as high a percentage of consumers who haven't studied the market recently.

The most recognizable names in real estate:

  • Century 21: 32%
  • RE/MAX: 27%
  • Real Living: 23%
  • Keller Williams: 12%
  • Redfin: 11%
  • Realty Executives: 11%
  • Berkshire Hathaway: 10%
  • Weichert: 10%

"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," says Greg Sexton, chief operating officer for Century 21 Real Estate LLC.

Century 21 says it's raised its consumer brand awareness through digital and TV advertising. For example, Century 21's "Not an App" ad aimed to drive greater appeal for the overall brand, while its "Good Luck Robots" ad targeted entertainment value.

Survey respondents also said they recognized Century 21 as the sponsor of the U.S. Soccer Team, and for its advertising in the NCAA Men's Basketball Tournament and Easter Seals.

Source: Millwald Brown

© Copyright 2017 INFORMATION INC., Bethesda, MD (301) 215-4688


Related Topics: Marketing