Coldwell Banker #1 in Sales

CB FactCheck BannerSeveral weeks after the REAL Trends Top 500 was announced on May 1, Keller Williams issued a press release announcing their top brokerages “sold more real estate than any other franchise’s brokerages last year” and their corporate blog post was titled “REAL Trends 500 Ranks Keller Williams Realty #1”

There they go again!

Once again, a competitor has  not done its homework and failed to take into account that the largest Coldwell Banker® affiliate, NRT LLC, ($129B in sales volume and 289,614 transaction sides, with 712 offices and 41,300 agents) which primarily does business as Coldwell Banker Residential Brokerage, consolidates all of its information into one REAL Trends entry.

Keller Williams also shared a flyer suggesting they “dominate” in other categories too by breaking out the Top 500 into Top 50 subsets.  REAL Trends ranks 500 firms, not the top 50.  Once again they conveniently failed to include NRT in their brand analysis.

This is simply a misguided attempt to manipulate data while ignoring the largest franchisee in the Coldwell Banker system, and the statistics that really matter.  So let’s set the record straight:

Including NRT’s Coldwell Banker operations, the Coldwell Banker network generated 23% of the REAL Trends Top 500 dollar volume to beat our nearest brand competitor by 130%. 

Our combined transaction sides were 21% of the activity, affording us a 63% advantage over the next brand competitor. 

And if you want to break out the Top 50 in those categories, it’s not even close.  The Coldwell Banker brand dominates in sides and volume by an even greater margin. 

The REAL Trends 500 also shows that Keller Williams, on average, has 139 agents per office in the top 500, far above the RealTrends 500 and Coldwell Banker averages of 46 agents per office. 

We would expect that their claims on office production would be positive given this fact.  And they are.  We don’t believe, however, that more agents per office equates to success. 

We believe success is our average sale price in the REAL Trends 500 of $301,060, which is $87,523 higher than Keller Williams’.  We believe our $140 billion in sales volume for the REAL Trends 500 is success versus Keller Williams’ $60.9 billion in sales volume.  And we believe our 465,502 transaction sides represented by our Coldwell Banker firms on the list is success versus Keller Williams’ 285,521.

Coldwell Banker allocates both units and dollar volume published in the annual Realtrends survey to each of the largest 10 national brands in order to determine ranking of those brands.  Those with multiple brand presences (NRT, HomeServices of America, Inc., etc.) cited in the RealTrends Top 500 were broken out by brand. 

© 2013 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity. Each Office Is Independently Owned And Operated Except Offices Owned And Operated By NRT Incorporated.


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