Century 21 Brand Awareness Study

Brand Awareness and Preference
2010 Millward Brown Study

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

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



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.

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.

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.


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