Century 21 Real Estate LLC Celebrates a Decade of Leadership in Brand Awareness
Consumers continue to identify the CENTURY 21 Brand as "the most recognized name in real estate"
March 17, 2010 // Franchising.com // PARSIPPANY, N.J. -- Century 21 Real Estate LLC, the franchisor of the world's largest residential real estate sales organization, is pleased to announce its tenth consecutive year of market leadership in brand awareness. In a study conducted by Millward Brown, a leading global market research organization, the CENTURY 21® brand achieved 97 percent name recognition, the highest consumer awareness level when compared to other real estate brands. This is the 10th consecutive year in which Millward Brown's research has demonstrated CENTURY 21 as the leader in real estate brand awareness among consumers.
"Our exceptional customer experience delivered by the largest real estate sales organization in the world, combined with our innovative online advertising, continues to drive our leadership in brand awareness," said Bev Thorne, senior vice president of marketing for Century 21 Real Estate. "I'm proud to report that our digital strategy is working as evidenced by our No. 1 ranking in brand awareness for the 10th year in a row and the fact that we increased the number of consumer inquiries delivered to our System members by 93 percent last year."
Other key findings of the Millward Brown study:
- As in previous years, consumers continued to identify the CENTURY 21 brand as
- "the most recognized name in real estate". The nearest competitor trailed by a substantial 10 percentage points.
- CENTURY 21 retains its leadership position in "Future Consideration" preference among active real estate consumers.
The Millward Brown study is the latest example of the CENTURY 21 brand's leadership in this important category. According to the Wall Street Journal's 2009 Residential Real Estate Study, the CENTURY 21 brand ranks first in the industry with 99.3% brand awareness among consumers. As for consumer preference, the Wall Street Journal survey results showed that over 84% of consumers would consider using CENTURY 21 in the future.
Millward Brown Study Methodology
Source: 2009 Ad Tracking Study. The survey results are based on 903 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 903 respondents at a 95% confidence level with a margin of error of +/-3.3%. The study was conducted between March 16 - November 15, 2009 by Millward Brown, a leading global market research organization.
About Century 21 Real Estate LLC
Century 21 Real Estate LLC is the franchisor of the world's largest residential real estate sales organization, providing comprehensive training, management, administrative and marketing support for the CENTURY 21 System. The System is comprised of more than 7,700 independently owned and operated franchised broker offices in 67 countries and territories worldwide. Century 21 Real Estate LLC is a subsidiary of Realogy Corporation, a global provider of real estate and relocation services.
© 2010 Century 21 Real Estate LLC. CENTURY 21® Is A Registered Trademark Licensed To Century 21 Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity. Each CENTURY 21 Office is Independently Owned and Operated.