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 18th consecutive 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® national marketing 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”.**
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