Century 21 Sweeps Satisfaction Survey

August 5, 2015

Both first-time home buyers and sellers and repeat real estate customers appear to be happy with the service they're getting at Century 21 brokerages. In J.D. Power's 2015 Home Buyer/Seller Satisfaction Study, this franchise took home the gold across four categories of consumers.

The study, now in its eighth year, measures satisfaction with the nation’s largest real estate companies among customers in four segments: first-time buyers, repeat buyers, first-time sellers, and repeat sellers. The study examines four factors of the home-buying experience: the agent, the office, the closing process, and additional services. In the home-selling experience, the same four factors are evaluated, but marketing is added to the mix.

What's the key factor? According to the J.D. Power, it's all about communication. Satisfied customers reported having received timely responses to questions and concerns, information at all important contact points, follow-up communications after closing, and comparable property data.  It's when customers reported missing these touch points that gaps in satisfaction were most substantial.

“Knowing how and when to communicate with customers is essential for real estate companies,” says Christina Cooley, director in the diversified services industries practice at J.D. Power. “To satisfy first-time customers, it is really about holding their hand by keeping them informed at key points throughout the purchase or selling process to ease their anxiety. For repeat customers, satisfaction hinges more on the timeliness of the response by their real estate agent when questions or concerns arise with the process.”

Among first-time home buyers, RE/MAX scored the second-place spot, and Coldwell Banker ranked second among repeat buyers and sellers. 

Source: "CENTURY 21 Ranks Highest in Customer Satisfaction across All Home Buyer/Seller Segments for a Second Consecutive Year," (JD Power) Aug. 5, 2015.