the numbers
Century 21 brand power and market share is shrinking
Once the largest U.S. franchises, Century 21 lost half of its U.S. offices during and after the Great Recession. It was the only major franchise to close fewer transaction sides in both 2017 and 2018. The declining numbers:
- 2016 - 420,184
- 2017 - 417,337
- 2018 - 393,184
While C21 has continued to grow global agent and office numbers, its U.S. agent count declined 3% in 2018. It declined about the same amount in 2017 also.
C21’s U.S. office count dropped to its lowest point in the last 13 years in 2018: 2,172. There was a net loss of 59 offices (3%) in 2018. In 2006, by contrast, C21 had 4,430 open offices. Today it has less than half that many
- Markets: 80 countries and territories VS RE/MAX: Over 110
- Sales force: 127,500 agents, 9,600 offices VS RE/MAX: 124,280 agents, 8,229 offices
- Production - 2018 U.S.: 393,184 residential transaction sides VS RE/MAX: 1 Million+
- Agent Productivity - 2018 U.S. : 7.6 VS RE/MAX: 16.3
Let’s not forget about this either:
- Internet Leads – C21: A 25% to 35% referral fee for leads is common VS RE/MAX: More than 16 million fee-free leads have been generated by remax.com.
- Referrals – C21: Funneled through the broker with a significant referral fee VS RE/MAX: Agent-to-agent
- Agent productivity (2018 stats from REAL Trends 500) – C21: 7.6 sides per agent VS RE/MAX: 16.3
- Global reach – C21: 80 countries and territories VS RE/MAX: Over 110 countries and territories
