PARSIPPANY, N.J. (Feb. 19, 2013) -- Century 21 Real Estate LLC, the franchisor of the world’s largest real estate sales organization, announced the results of a third-party survey that shows consumers identified the CENTURY 21 brand as the “most respected in the industry.” CENTURY 21 maintained its lead in brand awareness among consumers presented with a list of real estate organizations, a position it has held since 1999.
In the study conducted by global market research firm Millward Brown, the CENTURY 21® brand achieved 96 percent total brand awareness among consumers in the market to buy or sell a home in the past two years or in the next two years. The nearest industry competitor was five percentage points behind. The study also notes that the CENTURY 21 System remains one of the top recommended real estate agencies in “Likelihood to Recommend and Future Consideration.”
“The fact that CENTURY 21 was identified by consumers as the most respected real estate brand in the study is due to the hard work and dedication of our sales professionals,” said Rick Davidson, President & CEO, Century 21 Real Estate LLC. “Our continued prominence in this brand study is a testament to our bold marketing initiatives designed to keep our agents top-of-mind with home buyers and sellers.”
The CENTURY 21 brand advertised in both the 2012 and 2013 Super Bowl® games, as well as the 2012 Summer Olympics. CENTURY 21 Real Estate is also the official real estate company of U.S. Soccer. Additionally, in 2012, the brand has enhanced its website, century21.com with advanced functionality, including search by top-ranked schools, neighborhoods, and added highly relevant content such as property detail pages displaying schools that children would attend based on school zone attendance boundaries.
For more information on the Millward Brown brand awareness survey, visit http://www.century21.com/careerfranchise/franchise/brand-power.
Millward Brown Study Methodology
Source: 2012 Ad Tracking Study. The survey results are based on 1,204 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 1,204 respondents at a 90% confidence level with a margin of error is +/- 2.4%. Recognition and respected questions based on those who had awareness of the brand. Results are significant at a 90% confidence level, with a margin of error of +/-2.4%. The study was conducted in two waves by Millward Brown, a leading global market research organization during the following time periods: Wave 1 between 2/5 – 2/19/2012 and Wave 2 between 8/12 – 8/26/2012.