CENTURY 21 System also Ranked Highest in Total Brand Awareness
for the 18 Consecutive Year
MADISON, N.J.(August 22, 2016) – El veredicto es claro: Both the Latino Community at large and Hispanic Millennials endorse Century 21 Real Estate significantly higher than the competition, according to a recently released 2016 Millward Brown consumer survey. When presented with a list of real estate agencies, total awareness of the iconic CENTURY 21® brand among the Hispanic community was 91%, significantly higher than the nearest competitor at 69%. For Hispanic Millennials in particular, total awareness was at 88%, 24 percentage points higher than the next competitor at 64%. At 45%, Hispanic consumers also selected the CENTURY 21 System as the most recognized name in real estate,* significantly higher than the nearest competitor at 32%. In addition, the CENTURY 21 brand also ranked highest in total brand awareness among all consumers for the 18thconsecutive year in Millward Brown’s ad tracking study.
“The Millward Brown research affirms that our franchise network is earning the trust and affinity of Hispanic real estate consumers,” said Rick Davidson, president and chief executive officer, Century 21 Real Estate LLC. “We are proud of the difference that C21-affiliated brokers and agents are making each and every day, helping Latino home buyers and sellers make informed real estate decisions and to realize the dream of homeownership.”
In addition to the above, the survey also found that the CENTURY 21 brand is most likely to be considered (70%) the next time Hispanics decide to buy or sell a home in the future, a full 13 points ahead of the next named company. Plus, 57% of Hispanics are also most likely to recommend the CENTURY 21 System to someone else, with the second choice registering 16 percentage points behind.
“We appreciate and value the Latino people, their communities and various cultures, and their overall importance to the real estate industry, economy and our nation as a whole,” added Davidson. “C21® nationalmarketing programs, proprietary online tools and targeted sponsorships have together greatly increased our profile with this increasingly important segment but more importantly they have helped our System members better understand and serve the unique needs of these dynamic home buyers and sellers.”
This past December Century 21 Real Estate established a relationship with Pólvora Advertising as the brand’s Hispanic and digital agency. Earlier in 2015, the company was the exclusive real estate brand sponsor of the National Association of Hispanic Real Estate Professionals’ (NAHREP) “53 Million & One: Nuevo Latino Tour,” a theatrical presentation that was shown in 25 cities across the United States. Plus, the brand’s Spanish-only website, espanol.century21.com, is in its third-year and features translated listings and content, and the ability for users to search for homes by school-related criteria like top-rated schools and student-teacher ratios, create listing alerts, and sort and filter data using interactive mapping tools that zoom, pan and draw the precise location to find the available homes for sale.
The announcement that the Latino community at large and Hispanic millennials endorse Century 21 Real Estate at significantly higher levels than the competition comes on the heels of the brand’s recent announcement that it swept the annual J.D. Power 2016 Home Buyer/Seller Satisfaction Study for the third consecutive year by receiving the“Highest Overall Satisfaction for First-Time Home Sellers, First-Time Home Buyers, Repeat Home Sellers and Repeat Home Buyers (Tied in 2016) among National Full Service Real Estate Firms, Three Years in a Row”.**
About Century 21 Real Estate LLC
Century 21 Real Estate LLC is comprised of approximately 6,900 independently owned and operated franchised broker offices in 76 countries and territories worldwide with more than 104,000 independent sales professionals. Century 21 Real Estate has numerous websites to help answer specific consumer needs. They are century21.com,century21global.com, commercial.century21.com, century21.com/finehomes, and century21espanol.com.
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. © 2016 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.
* About the 2016 Millward Brown Demographic Ad Tracking Study
The survey results are based on online interviews with 800 Hispanics 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 800 Hispanic respondents.
– Recognition question based on a sample of 724 Hispanics aware of brand.
– Likelihood to recommend agency question based on 800 Hispanic respondents.
– 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 May 20- June 7, 2016.
**The CENTURY 21® brand received the highest numerical score among 5 real estate companies for first-time and repeat home buyers and sellers (tie for repeat home buyer) in the proprietary J.D. Power 2014-2016 Home Buyer/Seller Studies. 2016 study based on 5,837 total responses, measuring the perceptions and experiences of customers who bought and/or sold a home between March 2015 and April 2016, surveyed February-April 2016.
Your experiences may vary. Visit jdpower.com
*** 2016 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 those aware of brand. 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 May 20- June 7, 2016.Century 21 Real Estate LLC has been the leader in brand awarenessin theMillward Brown study since 1999.
Reposted from CENTURY21.com