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.

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