Marketing

Poll crowns BHGRE as real estate ‘brand of the year’

BHHS and Keller Williams come in at No. 2 and No. 3, respectively, in Harris Poll EquiTrend poll

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In a consumer poll measuring the brand power of real estate’s franchise heavyweights, Realogy’s newest brand, Better Homes and Gardens Real Estate, took top honors.

Berkshire Hathaway HomeServices and Keller Williams Realty came in at No. 2 and No. 3, respectively, in the 2015 Harris Poll EquiTrend poll, which measures a brand’s “equity” by a calculation of familiarity, quality and purchase consideration based on a 30-minute survey of consumers.

Each real estate brand was evaluated by approximately 1,000 consumers, according to Harris’ methodology for the poll. The poll crowned the “brand of the year” by a simple ranking of consumers’ responses to those brands.

The other real estate brands in the poll included, in alphabetical order: Century 21, Coldwell Banker, ERA Real Estate, Prudential Real Estate, Re/Max and Sotheby’s International Realty

2015 Harris Poll EquiTrend rankings, real estate agency

Rank Brand
1 Better Homes and Gardens Real Estate
2 Berkshire Hathaway HomeServices
3 Keller Williams Realty
Others brands in the poll, in alphabetical order Century 21, Coldwell Banker, ERA Real Estate, Prudential Real Estate, Re/Max, Sotheby’s International Realty

Source: Harris

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Realogy launched Better Homes and Gardens Real Estate in 2008. It’s interesting that another relative newcomer, Berkshire Hathaway HomeServices, which first hit the scene in late 2013, came it at No. 2.

“We had the opportunity to build a brand based on core values and a service philosophy that we could make fundamental requirements of all companies that we welcome into our network,” said Sherry Chris, the brand’s president and CEO, in a statement.

Email Paul Hagey.