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Century 21 Sweeps Top Spots in J.D. Power Customer Satisfaction Survey — Again

Data shows client satisfaction is significantly higher when real estate agents emphasize communication with clients.

(Boonton, NJ, August 31, 2015) — Repeating last year’s success, Century 21 claimed the four top spots in J.D. Power’s survey of customer satisfaction.

In 2012, Century 21 ranked dead last in the survey. But in 2014 and 2015, Century 21 rated No. 1 in all categories, including first-time buyer, repeat buyer, first-time seller, and repeat seller. J.D. Power ranks companies on a 1,000-point scale based on such factors as the service provided by the agent, the quality of the agent’s office, and the ease of the closing process.

Instructively for brokers, J.D. Power finds client satisfaction is significantly higher when real estate agents emphasize communication with clients.

Among first-time buyers and sellers, satisfaction scores are more than 100 points higher when sellers are kept informed by their agents. Among repeat sellers, the gap was a whopping 217 points higher for clients who receive prompt responses to questions posed to their listing agents.

"Knowing how and when to communicate with customers is essential for real estate companies," says J.D. Power’s Christina Cooley. "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."

More on the survey results, plus details on brokers who are outsourcing agent recruiting calls, appears in the September issue of Real Estate Broker’s Insider.

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