century 21 brand awareness study

Brand Awareness and Preference

2010 Millward Brown Study

Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 22

In 2010, CENTURY 21 Maintains Universal Brand Awareness

Leader in Brand Awareness:

In 2010, the CENTURY 21® System

continued to maintain the highest

brand awareness level when

compared with any other real estate

organization surveyed; a trend we

have upheld since 1999.

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.

CENTURY 21: 94%

RE/MAX: 91%

Coldwell Banker: 82%

Prudential: 71%

ERA: 39%

GMAC: 36%

Keller Williams: 36%

Weichert : 18%

Realty Executives:16%


CENTURY 21 Is The Most Recognized Name In Real Estate

Most Recognized Name In Real Estate:

As in previous years, consumers in 2010

continued to identify CENTURY 21®

as “the most recognized name in real

estate.”

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: 41%

RE/MAX: 34%

Coldwell Banker: 18%


CENTURY 21 Is An Industry Leader For “Future Consideration “

Preference Among Active Real Estate Consumers

Future Consideration:

CENTURY 21® continues to remain

one of the top agencies on Future

Consideration in 2010*.

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

RE/MAX

Coldwell Banker

ERA

GMAC

Prudential

Weichert

Realty Executives

Greater than 50%

Less than 50%Keller Williams

Industry Leaders


CENTURY 21 Is An Industry Leader For “Likelihood to Recommend”

Preference Among Active Real Estate Consumers

Likelihood to Recommend:

CENTURY 21® continues to remain

one of the top recommended

agencies in “Likelihood to

Recommend”* for 2010.

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.

CENTURY 21

RE/MAX

Realty Executives

Prudential

Keller Williams

Coldwell Banker

GMAC

ERA


Industry Leaders

Greater than 30%

Less than 30%


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.

century 21 brand awareness study

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