Century 21, Re/Max and Coldwell Banker, in that order, are the leaders in real estate brand awareness, according to an online survey of U.S. homebuyers and sellers conducted by Millward Brown, a global brand research company.

The survey, which polled 1,200 U.S. adults who have either bought or sold a home in the past two years or plan to buy or sell a home in the next two years, showed that 95 percent of respondents had “seen or heard of” Century 21.

Re/Max was a close second with 91 percent brand awareness, followed by Coldwell Banker at 84 percent and Prudential at 70 percent. Other brands in the poll were: Keller Williams, ERA, Real Living, Wiechert and Realty Executives. The survey was conducted from Sept. 12, 2011, to Nov. 20, 2011.

Brand % of respondents who “have ever seen or heard of” the brand
Century 21 95%
Re/Max 91%
Coldwell Banker 84%
Prudential 70%
Keller Williams 43%
ERA 38%
Real Living 24%
Weichert 20%
Realty Executives 15%

Source: Millward Brown ad research study.


The survey also showed that Century 21 topped the list for respondents’ recognition of the brand. The global real estate company, with 7,600 offices in 71 countries and a recent foray into Super Bowl TV ads, was deemed “the most recognizable name in real estate” by 37 percent of the respondents. Thirty percent named Re/Max as the most recognizable, and Coldwell Banker was selected by 18 percent of respondents.

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription