In the survey’s “aided awareness” results, nearly 90 percent of U.S. respondents recognized RE/MAX when they read a list of real estate brand names. In Canada, the percentage was even stronger at nearly 97 percent.
But the ultimate test of a brand’s strength is “unaided awareness,” when respondents are asked to name companies without being presented with a list of names. In this portion of the 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.
The phone survey was conducted between November 2012 and March 2013 by MMR Strategy Group. Respondents included recent homebuyers, sellers and those who intended 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-percent confidence level.