Chief Executive Officer,
Vice President, Public Relations
P: (303) 796-3667
DENVER - When asked to name real estate brands, more home buyers and sellers in the U.S. and Canada think of RE/MAX than any other brand. This is the finding of a third-party survey completed in March for RE/MAX, LLC.
In the survey’s “aided awareness” results, 90% of U.S. respondents recognized RE/MAX when read a list of real estate brand names. In Canada, the percentage was even stronger at nearly 97%.
But the ultimate test of a brand’s strength is “unaided awareness,” when respondents are asked to mention companies without being presented with a list of names. In this survey, RE/MAX was mentioned more than any other real estate brand. RE/MAX also was the brand most often mentioned first – giving it the highest top-of-mind awareness in both the U.S. and Canada.
“Because RE/MAX agents sell more real estate than agents with any other brand, it’s not surprising that RE/MAX is first and foremost in the minds of home buyers and sellers,” said Margaret Kelly, RE/MAX CEO. “Our outstanding agents, supported by an extensive advertising campaign and our very popular red, white and blue balloon have created a winning formula for brand recognition.”
The phone survey was conducted between November 2012 and March 2013 by MMR Strategy Group. Respondents included recent home buyers, sellers and those planning to buy or sell a home. In the U.S., the sample size was in excess of 2,500. A similar methodology was used in Canada with a sample size of more than 600. In both countries, the results were statistically significant to a 95% confidence level.
Specific findings of the MMR survey include: Unaided Awareness - Percentage of home buyers, sellers and those planning to buy or sell, who named each brand when asked, without prompting, “When you think of real estate brands, which ones come to mind?”
|Century 21||22.2%||Royal LePage||22.9%|
|Coldwell Banker||14.7%||Century 21||22.8%|
|Keller Williams||4.6%||Coldwell Banker||5.3%|
|Long and Foster||2.2%||Prudential||1.8%|
|Better Homes & Gardens||1.0%||Keller Williams||1.3%|
|Real Living||0.4%||Better Homes & Gardens||0.3%|
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