This Company Ranks Highest in Customer Satisfaction

August 7, 2014

Century 21 fetched the highest rankings in customer satisfaction among real estate brokerages evaluated in the newly released J.D. Power 2014 Home Buyer/Seller Satisfaction Study. Last year, Prudential came out on top.

The latest J.D. Power survey, now in its seventh year, measures customer satisfaction among first-time and repeat home buyers and sellers across four factors: agent/salesperson; real estate office; closing process; and several additional services. For sellers, the survey also takes marketing into account.

"Satisfying first-time buyers is critical for real estate firms to differentiate themselves. It's up to the agent to build confidence in buyers by educating them and demonstrating a commitment to working in the best interest of the customer," says Christina Cooley, director in the diversified services industries practice at J.D. Power. "First-time buyers need clear communication and want to be walked through the purchase process every step of the way. Agents can serve as the lead on necessary steps, services, and offerings, such as appraisals, inspections, and home warranty. The more seamless the experience, the less overwhelmed customers are likely to be. When agents take the lead, customers are also more likely to appreciate their real estate firm and agent for their expertise and customer focus."

The study, which surveyed 5,000 customers who bought or sold a home between March 2013 and April 2014, found that overall customer satisfaction with real estate companies is highest among repeat customers compared to first-time buyers or sellers. The study also found that buyers and sellers most commonly choose a real estate firm based on the following criteria: reputation (30% buyers vs. 35% sellers); past experience with the agent/salesperson (21% vs. 25%); and/or recommendation (24% vs. 21%).

Companies First-Time Buyers Are Most Satisfied With

  1. Century 21
  2. Prudential
  3. RE/MAX

Century 21 performed particularly strong in the agent/salesperson and real estate office categories, while Prudential received high marks on the closing process.

Repeat Home Buyers

  1. Century 21
  2. Prudential
  3. Coldwell Banker

Century 21 topped this category with the highest overall satisfaction from repeat buyers, receiving high marks for its real estate office and closing process.

First-Time Home Seller

  1. Century 21
  2. RE/MAX
  3. Prudential

Century 21 performed strongest in the categories of real estate office, closing process, and marketing. RE/MAX got the highest marks from first-time home sellers for agent/salesperson and real estate offices.

Repeat Home Seller

  1. Century 21
  2. Keller Williams
  3. RE/MAX

Century 21 received the highest marks in agent/salesperson, closing process, and marketing. Keller Williams nabbed the highest ratings for real estate offices.

Source: J.D. Power 2014 Home Buyer/Seller Satisfaction Study