For the 20th consecutive year, Century 21 Real Estate LLC, home to approximately 127,000 independent sales professionals in approximately 9,400 offices spanning 80 countries and territories, was number one in brand awareness among U.S. home buying and selling consumers presented with a list of real estate agencies, according to a recent 2018 Millward Brown* consumer survey. In the same survey, the iconic CENTURY 21 brand also was named “the most recognized name in real estate,” a full seven percentage points ahead of the nearest competitor. With its growing global presence, new mission and visual identity, and leading brand awareness and recognition, the relentless CENTURY 21 entrepreneur is in a unique position to reimagine the traditional real estate business model and deliver extraordinary experiences to home buyers and sellers worldwide.
“We’re re-imagining brokerage services to stay relevant with today’s consumers by combining the remarkability of a legacy brand with the relevance of a digitally-native platform,” said Nick Bailey, president and chief executive officer, Century 21 Real Estate LLC. “This brand has a long history of being an industry disruptor and innovator, and the extraordinary experiences we’re executing on are quite intentional and in line with our long-term goals of doubling transactions in five years and becoming the first choice for real estate consumers and agents looking for a new place to call home.”
Earlier this year, Century 21 Real Estate put the industry on notice when the global franchisor unveiled a rebranding overhaul of one of real estate’s most recognizable icons in conjunction with a new mission statement: “defy mediocrity and deliver extraordinary experiences.” The new brand and mission directly challenge the complacency and disconnect between the investment people make in buying or selling a home and the perceived value they receive from finding the right real estate agent who fits their needs.
To further engage consumers, the CENTURY 21 brand is leveraging media channels where today’s home buyers and sellers research and play like TV, digital and social. It also has an integrated cross-channel media partnership with ESPN, where the brand features relentless CENTURY 21 entrepreneurs who deliver the extraordinary that buyers and sellers want and deserve.
“As the industry knows, the C21® family is a collaborative group of entrepreneurs that want to build their business by creating a better process for people to buy and sell property,” added Bailey. “As a global franchisor, we are working on bringing those buyers and sellers together to create a better result for both.”
About the 2018 Millward Brown Demographic Ad Tracking Study
*Study Source: 2018 Ad Tracking Study.
-- The survey results are based on 1,200 online interviews with a national random sample of adults (ages 18+) who are equal decision makers in real estate transactions and active in the real estate market (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 question based on a sample of 1,200 respondents. Results are significant at a 90% confidence level, with a margin of error of +/-2.4%.
-- Recognition question based on consumers aware of brand in question. Results are significant at a 90% confidence level, with a margin of error of +/- 2.4%.
-- The study was conducted by Millward Brown, a leading global market research organization, from September 5-16, 2018.
About Century 21 Real Estate LLC
The approximately 127,000 independent sales professionals in approximately 9,400 offices spanning 80 countries and territories in the CENTURY 21 System live their mission everyday: to defy mediocrity and deliver extraordinary experiences. By consistently chasing excellence, giving 121% and always elevating, the CENTURY 21 brand is helping its affiliated brokers/agents to be the first choice for real estate consumers and industry professionals worldwide. Century 21 Real Estate has numerous websites to help answer specific consumer needs. They are century21.com, century21.com/global, century21.com/commercial, century21.com/finehomes, century21.com/farmandranch, and century21.com/espanol.
Century 21 Real Estate LLC is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.
© 2018 Century 21 Real Estate LLC. All Rights Reserved. CENTURY 21®and the CENTURY 21 Logo are registered service marks owned by Century 21 Real Estate LLC. Century 21 Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated.
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