WHAT IS AMERICA’S MOST TRUSTED BROKERAGE?
2023 Best Real Estate Brokerage
Each year millions of people sell and buy homes across the United States using a licensed real estate agent. Some agents independently operate their business, but most work for a residential real estate brokerage. A brokerage supports agents with systems, technologies, marketing, and operational supplies that help them to perform their duties as licensed agents. Industry research suggests there are 100,000+ residential brokerages in the United States. With so many options, how do home sellers and buyers know which brokerage is the best? What is the most trusted residential real estate brokerage in the United States?
2023 America’s Most Trusted Study
Lifestory Research's America's Most Trusted® study began more than a decade ago to understand better how trust influences customer decisions. This research aims to provide consumer-driven data insights by employing social and opinion science research practices that adhere to the highest standards.
Every year, we conduct more than 50 studies in which we ask thousands of people about their perceptions and experiences with various brands and compile insights on which brands consumers trust the most. With trust, revenues rise, costs fall, and customer satisfaction soars. It would be impossible for a company to succeed without trust.
In the product research study, the Net Trust Index Quotient Score is calculated according to three levels of consumer trust: Trust Advocates, Trust Neutral, and Trust Antagonists. Trust Advocates express significant trust in a brand, whereas Trust Antagonists express distrust. Among the product research study consumers, the brand with the highest Net Trust Index Quotient Score is the most trusted.
What are the top residential real estate brokerages people trust the most?
2023 America’s Most Trusted Real Estate Brokerage
The Lifestory Research 2023 America’s Most Trusted® Real Estate Brokerage Study found HomeSmart as the most trusted brand among people considering the use of a residential real estate agent. With the Net Trust Quotient Score of 116.3, HomeSmart had the highest trust rating among the most popular residential real estate brokerages.
The most trusted residential real estate brokerages, in order, were HomeSmart, Sotheby's International Realty, Berkshire Hathaway Home Services, Better Homes and Gardens Real Estate, Compass, Howard Hanna, Windermere, Realty ONE Group, Weichert, eXp Realty, Realty Executives, Keller Williams Realty, ERA Real Estate, Century 21 Real Estate, Redfin Agents, Coldwell Banker Real Estate, Exit Realty, and ReMax Real Estate. HomeSmart received the best reviews and trust ratings among the most popular residential real estate brokerages brands as judged by consumers.
The Lifestory Research 2023 America’s Most Trusted® Real Estate Brokerage ranking is based on 20,415 opinions of people surveyed between January and December in the United States. Brands included in the final ranking were nationally recognized by people actively considering using a residential real estate agent. See the survey methodology and frequently asked questions for details.
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 less than 3%.
Here we share the ranking among the most recognized real estate brokerage brands in the 2023 America’s Most Trusted® study.
TOP 18 Real Estate Brokerages Ranked – 2023 Study Ratings
| 1 | HomeSmart | 116.3 | ★★★★★ |
| 2 | Sotheby's International Realty | 115.7 | ★★★★★ |
| 3 | Berkshire Hathaway Home Services | 115.5 | ★★★★★ |
| 4 | Better Homes and Gardens Real Estate | 115.0 | ★★★★ |
| 5 | Compass | 113.9 | ☆☆☆ |
| 6 | Howard Hanna | 113.6 | ☆☆☆ |
| 7 | Windermere | 113.4 | ☆☆☆ |
| 8 | Realty ONE Group | 112.2 | ☆☆☆ |
| 9 | Weichert | 111.8 | ☆☆ |
| 10 | eXp Realty | 111.5 | ☆☆ |
| 11 | Realty Executives | 111.1 | ☆☆ |
| 12 | Keller Williams Realty | 109.8 | ☆☆ |
| 13 | ERA Real Estate | 109.4 | ☆☆ |
| 14 | Century 21 Real Estate | 109.2 | ☆☆ |
| 15 | Redfin Agents | 108.9 | ☆☆ |
| 16 | Coldwell Banker Real Estate | 108.3 | ☆☆ |
| 17 | Exit Realty | 108.0 | ☆☆ |
| 18 | ReMax Real Estate | 107.9 | ☆☆ |
No promotional use or advertising can be made of America's Most Trusted® survey results without the express prior written consent of Lifestory Research
Results for prior years of the America’s Most Trusted® study can be found here.
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.
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We base our independent and unbiased ratings, reviews, and awards on detailed survey feedback based on the opinions of the people surveyed and the trust ratings they provide. Lifestory Research ratings are based on real people’s opinions and rigorous social scientific survey standards, including sample sizes that seek to represent the opinions of the group of people being surveyed. The ratings are not based on the personal opinions, tests, or experiences of Lifestory Research. The results of the studies are not derived from third-party reviews and ratings, editorial committees, or industry professionals.
Details of this annual research study are on the survey methodology page.
Additional insights and questions are answered in our press releases or the frequently asked questions.
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