Century 21 Ranked No. 1 in J.D. Power Customer Satisfaction Study

by Laura Barker


The J.D. Power 2015 Home Buyer/Seller Satisfaction Study ranked Century 21 as the real estate brokerage with the highest customer satisfaction across all home buyer/seller segments.

This annual study calculates the top-ranking companies by separating customer satisfaction into four sections: first time-buyers, repeat buyers, first-time sellers and repeat sellers. Each section is divided again into the four key factors of home-buying satisfaction: agent/salesperson, real estate office, closing process and variety of additional services, along with a fifth factor of marketing for the home selling section. The end result is measured on a 1,000 point scale.

The study shows that satisfaction is significantly higher when real estate companies met four key performance measures related to communication, such as a timely response to questions, being informed at all important contact points, receiving follow-up communications after the close of the home and being shown sales information for comparable properties. There is a significant gap in satisfaction across all customer segments when the communication needs are met versus when they are not.

First-time buyers and sellers satisfaction is noticeably higher (125 points higher among buyers and 107 points higher among sellers) when they are kept informed than when they are not.

Here is a graph that shows the first-time buyer satisfaction:


With repeat buyers and sellers, there is a 130 point difference for buyers and 217 difference in satisfaction when communication needs are met versus when they are not (851 versus 721 for buyers, and 835 versus 618 for sellers).

Here is a graph that shows the first-time home seller satisfaction:


The study is composed of 6,059 evaluations from 5,066 customers who bought and/or sold a home between March 2014 and April 2015.

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