In December 2024, RE/MAX of Southern Africa commissioned an extensive Brand Health audit to gain invaluable insights into where the brand stands in relation to its competitors, what consumers think about the brand, and how consumers go about choosing an agent. The results came back even better than expected, reinforcing the fact that RE/MAX remains the number one choice when it comes to real estate.
The research was conducted by independent research agency, Ask Afrika, with results based on online responses from Gauteng, KwaZulu-Natal, Eastern Cape, and Western Cape*.
When it comes to brand recall for real estate agencies, the key takeaway from the survey is that RE/MAX is the most top-of-mind real estate brand, with 20% of respondents naming it first when asked which real estate agency comes to mind. The survey compares RE/MAX to six competitors, with Competitor 1 at 16% and Competitor 2 at 12%. Other competitors have significantly lower recall percentages. Beyond this, 87% of respondents also knew of RE/MAX when asked which other real estate brands they’d heard of.
The study also revealed that RE/MAX has the strongest conversion funnel, highlighting the brand’s effectiveness in moving potential customers through the stages of awareness, consideration, and usage.
The online survey also revealed that RE/MAX is the real estate agency that clients are least likely to rule out when considering selling their property. In other words, they have the lowest percentage of respondents who said they would "never consider" using them compared to all other competitors listed. This suggests a strong positive perception and a high level of openness to using RE/MAX among potential sellers.
There were other key findings that the study revealed, namely that:
· RE/MAX is viewed as the most inclusive brand. 83% of respondents scored RE/MAX highly in this aspect, compared to 82% for the next closest competitor.
· 93% of past clients rated RE/MAX as trustworthy, scoring RE/MAX between 6-10 for “Trust”.
· 92% of sellers are satisfied with the selling price achieved by their RE/MAX agent.
"We're deeply honoured by the trust Southern African homeowners place in RE/MAX. Being the agency least likely to be ruled out is a testament to our agents' hard work and our commitment to building lasting relationships. These results also demonstrate that RE/MAX resonates with sellers across all demographics. This recognition fuels our passion to continue exceeding expectations. Simply put, RE/MAX is the preferred choice. We're proud to be the agency sellers’ trust," says Adrian Goslett, Regional Director and CEO of RE/MAX of Southern Africa.
*Results based on over 1,000 survey responses and are not necessarily representative of the entire population in these provinces.
