What are the Best Real Estate Brokerages?
In the United States, the real estate industry facilitates millions of property transactions yearly, and licensed real estate agents play a pivotal role in this process. While some agents operate independently, most are affiliated with residential real estate brokerages. These brokerages serve as a crucial support system for agents, providing them with essential tools, technologies, marketing resources, and operational supplies necessary to carry out their duties as licensed professionals.
The residential real estate brokerage industry is a dynamic and competitive sector within the broader real estate market. It encompasses diverse brokerages, ranging from boutique firms focused on specific niches to large, nationwide franchises with extensive networks. These brokerages serve as intermediaries, connecting buyers with sellers and ensuring that transactions proceed smoothly.
In the context of real estate brokerages, both Realtors and real estate agents can work under a brokerage. A Realtor is a real estate agent member of the National Association of Realtors (NAR) and commits to a Code of Ethics. A real estate agent is a licensed professional who facilitates property transactions and may or may not be a National Association of Realtors NAR member. The real estate brokerage trust rankings are significantly influenced by how consumers evaluate Realtors working for the brokerages. Realtor reviews in local markets by home shoppers tend to focus on the Realtor providing the service for a brokerage.
Over 100,000 residential brokerages are estimated to be operating across the United States. This demonstrates the breadth and depth of options for individuals looking to buy or sell a home. However, the abundance of choices raises the critical question: how do home sellers and buyers discern which brokerage best suits their specific needs and preferences?
Determining the most trusted residential real estate brokerage in the United States involves many factors. One key consideration is the brokerage's track record and reputation within the local community. Established brokerages with a history of successful transactions and satisfied clients often earn trust through word-of-mouth referrals and positive online reviews.
The 2024 America’s Most Trusted Study
The America's Most Trusted® study has guided brands in comprehending the essentiality of trust to consumers for over a decade. A discerning brand recognizes the direct interplay between consumer trust and business performance. This study stands as the ultimate measure of brand trust, eagerly anticipated by consumers and brand managers every year, with updated results released in January.
The term "brand trust" refers to a customer's belief in a brand's ability to meet its obligations. Building brand trust with customers is crucial to ensuring their continued loyalty. Customers are more likely to purchase and recommend a brand that they trust when they trust it. In addition to building customer loyalty, brand trust helps to build customer loyalty as customers are more likely to remain loyal to the brand they trust.
Annually, Lifestory Research releases the latest findings from the America’s Most Trusted® study. Our team conducts over 75 distinct product studies annually, gathering feedback from thousands of individuals regarding their perceptions and interactions with various brand products. Utilizing our rigorously validated Net Trust Quotient Score, the study gauges the level of trust individuals place in specific brands when making product selections.
Net Trust Quotient Scores (NTQS) are a metric that assesses whether consumers are confident about a particular brand within a particular product category. The scores determine if the product meets consumer expectations compared to competitors. Using social and opinion science research practices that adhere to the highest quality consumer research standards, this trust metric aims to provide consumer-driven insights into consumer behavior.
What are the top residential real estate brokerages people trust the most?
2024 America’s Most Trusted Real Estate Brokerage
The Lifestory Research 2024 America’s Most Trusted® Real Estate Brokerage Study identified Douglas Elliman as the most trusted brand among people seeking a residential real estate agent. With the Net Trust Quotient Score of 108.4, Douglas Elliman had the highest trust rating among the most popular residential real estate brokerages.
The most trusted residential real estate brokerages, in order, were Douglas Elliman, United Real Estate, Howard Hanna, Sotheby's International Realty, Berkshire Hathaway Home Services, Windermere, Home Smart, Keller Williams Realty, ReMax Real Estate, Weichert, Coldwell Banker Real Estate, Century 21 Real Estate, eXp Realty, Compass, Better Homes and Gardens Real Estate, Realty Executives, Realty ONE Group, Exit Realty, ERA Real Estate, and Redfin Agents.
The Lifestory Research 2024 America’s Most Trusted® Real Estate Brokerage ranking is based on 36,234 opinions of people surveyed in the United States over the last 12 months. Brands included in the final ranking were nationally recognized by people actively considering using a residential real estate agent.
If a residential real estate brokerage brand had a low brand awareness and did not have enough brand judgments, these brands were excluded from the rankings. For brands to qualify and be included in the national ratings, the number of survey responses needed to exceed a 95% confidence level with a margin of error of less than 3%.
The top brands ranked in the 2024 America’s Most Trusted® study are listed below.
TOP 20 Real Estate Brokerages Ranked – 2024 Study
No promotional use or advertising can be made of America's Most Trusted® survey results without the express prior written consent of Lifestory Research. America's Most Trusted® is a registered trademark of Lifestory with all rights reserved.
The America’s Most Trusted® study is an annual study examining brand trust across many product categories. Results for this product category and others from prior years of the study can be found here. Further details of the annual study are on the survey methodology page of this website. Additional insights and questions are answered in our frequently asked questions.
Lifestory Research America's Most Trusted® Study results are based on survey responses and should not be considered legal or financial advice. Your experiences may vary. For details, see our Terms of Use and Legal Notices on the Lifestory Research website.
Brands Ranked in Study
The Lifestory Research America’s Most Trusted® research study actively surveys home shoppers throughout the year in the United States. The study is focused on measuring consumers' opinions of the most recognized brands in the market. In the study, consumers rate the quality of the real estate brokerage brand, their likelihood of recommending the real estate brokerage to others, how favorable they feel about the brand behind the real estate brokerage, how they rate the reputation of the real estate brokerage, and their trust in the real estate brokerage brand.
Here, we provide information on the brands in the 2024 America’s Most Trusted® study. The brands are presented in the order they ranked in the 2024 America’s Most Trusted® study.
Douglas Elliman:
Douglas Elliman Real Estate is a real estate brokerage firm headquartered in New York City. Established in 1911, Douglas Elliman has a long history in the real estate industry. The firm provides residential and commercial real estate services, specializing in luxury properties.United Real Estate:
United Real Estate is a real estate franchise company with its headquarters in Dallas, Texas. Founded in 2011, the company offers a range of real estate services and operates under a franchise model, providing agents and brokers with support and resources.Howard Hanna:
Howard Hanna Real Estate Services is a real estate company based in Pittsburgh, Pennsylvania. Established in 1957, Howard Hanna is one of the largest independent real estate brokerages in the United States. The company offers residential and commercial real estate services, including mortgage and insurance services.Sotheby's International Realty:
Sotheby's International Realty is a luxury real estate brand that operates as a subsidiary of Realogy Holdings Corp. The brand originated in 1976 and is known for representing high-end properties worldwide. Sotheby's International Realty is headquartered in Madison, New Jersey.Berkshire Hathaway HomeServices:
Berkshire Hathaway HomeServices is a real estate franchise network owned by Berkshire Hathaway. Established in 2012, the brand is part of the larger Berkshire Hathaway conglomerate. The network provides real estate services through its franchisees across the United States.Windermere:
Windermere Real Estate is a real estate company headquartered in Seattle, Washington. Founded in 1972, Windermere has a presence in the Western United States and offers residential and commercial real estate services. The company operates under a franchise model.HomeSmart:
HomeSmart is a real estate brokerage firm that operates on a franchise model. Established in 2000, HomeSmart is headquartered in Scottsdale, Arizona. The company focuses on providing technology-driven solutions to its agents and clients.Keller Williams Realty:
Keller Williams Realty is a real estate franchise company headquartered in Austin, Texas. Founded in 1983, Keller Williams operates globally and is known for its agent-centric business model. The company provides training, technology, and marketing support to its agents.Re/Max Real Estate:
Re/Max Real Estate is a global real estate franchise company founded in 1973. Headquartered in Denver, Colorado, Re/Max operates on a unique business model where agents work as independent contractors. The company has a strong international presence.Weichert:
Weichert, Realtors is a real estate company based in Morris Plains, New Jersey. Founded in 1969, Weichert operates as a franchise network and provides real estate services, including residential and commercial sales.Coldwell Banker Real Estate:
Coldwell Banker Real Estate is a real estate franchise company with a history dating back to 1906. The brand is owned by Realogy Holdings Corp. and is known for its global network of real estate professionals. Coldwell Banker provides residential and commercial real estate services.Century 21 Real Estate:
Century 21 Real Estate is a real estate franchise company that originated in 1971. The brand is part of the Realogy Holdings Corp. family and operates globally. Century 21 is known for its iconic gold jacket-wearing agents and provides a range of real estate services.eXp Realty:
eXp Realty is a cloud-based real estate brokerage firm headquartered in Bellingham, Washington. Founded in 2009, eXp Realty operates on a unique business model where agents can earn company stock. The firm provides virtual collaboration and support to its agents.Compass:
Compass is a technology-driven real estate company headquartered in New York City. Established in 2012, Compass utilizes data and technology to assist real estate professionals. The company operates in various U.S. markets and focuses on residential real estate.Better Homes and Gardens Real Estate:
Better Homes and Gardens Real Estate is a real estate franchise network that operates under the Realogy Holdings Corp. umbrella. The brand, established in 2008, is affiliated with the Better Homes and Gardens lifestyle brand and provides residential real estate services.Realty Executives:
Realty Executives is a real estate franchise company founded in 1965. Headquartered in Scottsdale, Arizona, the company operates globally. Realty Executives focuses on empowering its agents to build their businesses independently.Realty ONE Group:
Realty ONE Group is a real estate franchise company headquartered in Laguna Niguel, California. Founded in 2005, Realty ONE Group operates on a commission-based model and emphasizes technology and support for its agents.Exit Realty:
Exit Realty Corp. International is a real estate franchise company founded in 1996. Headquartered in Toronto, Canada, the company expanded into the U.S. and other international markets. Exit Realty operates on a unique business model where agents can earn residuals.ERA Real Estate:
ERA Real Estate is a real estate franchise company that originated in 1971. The brand is part of the Realogy Holdings Corp. family and operates globally. ERA Real Estate provides residential real estate services.Redfin Agents:
Redfin is a technology-driven real estate brokerage company headquartered in Seattle, Washington. Founded in 2004, Redfin offers an online platform for homebuyers and sellers and employs its own team of salaried real estate agents known as Redfin Agents. The company focuses on using technology to streamline the real estate process.
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