RE/MAX vs Century 21 franchise: which is better?

RE/MAX vs Century 21: which franchise is better?

RE/MAX may suit brokerage owners whose strategy centres on recruiting productive, entrepreneurial agents. Century 21 may appeal to owners seeking a broad residential estate agency identity supported by established marketing and training resources. These are starting points for comparison, not rigid distinctions: both networks accommodate different office sizes and operating approaches.

The stronger choice depends on the local franchise proposition. Territory availability, agent economics, technology and the regional support team can outweigh global brand recognition. Crucially, buying a brokerage franchise is different from joining an existing office as an agent. This guide compares ownership opportunities rather than individual agents’ commission packages.

History and scale: two established international networks

RE/MAX was founded in Denver in 1973 by Dave and Gail Liniger. Its early proposition challenged conventional brokerage arrangements by allowing agents to retain a larger share of commissions while contributing towards office costs. That heritage remains central to its association with agent independence and productivity.

Century 21 was founded in California in 1971 by Art Bartlett and Marsh Fisher. It expanded through franchising independently owned brokerages under a shared identity, combining local ownership with national and subsequently international marketing.

Company reporting for 2023 placed RE/MAX in approximately 110 countries and territories and Century 21 in approximately 80. Both operate extensive international networks, but country counts do not measure local strength. Nearby office coverage, active agents and referral relationships are more useful indicators for an individual franchise opportunity.

Business models: agent economics versus brokerage economics

Both brands franchise independently owned and operated property businesses. Franchisees run their offices, recruit agents, manage service delivery and meet applicable local requirements. The brand provides a framework rather than replacing the owner’s operational responsibilities.

RE/MAX is historically associated with high agent commission retention and agent contributions towards office expenses. However, it is not a universal commission contract: arrangements differ between offices and markets. Franchise charges paid by the owner must also be distinguished from fees or commission splits agreed with agents.

Century 21 generally follows a conventional brokerage franchise structure, with brand charges commonly linked to commission revenue alongside other contractual payments. Agent remuneration remains a separate local decision. Comparing the two therefore requires an office-level view of income retained after agent payments, franchise charges, premises and staffing—not simply the headline commission offered to agents.

Typical investment: why there is no universal price

Neither brand discloses a single worldwide investment figure applicable to every franchise. Market-specific costs may be published, including in US franchise disclosure documents, but those figures should not be treated as UK or international quotations. Without a specified country and current disclosure document, a reliable like-for-like investment range cannot be stated.

For both RE/MAX and Century 21, the opening budget can include the franchise fee, office premises, fit-out, signage, technology, insurance, recruitment, launch marketing and working capital. Converting an established agency creates a different cost profile from opening a new business without agents or clients.

The recurring-cost comparison matters equally. Relevant items include royalties, advertising contributions, technology subscriptions, agent-related charges, minimum payments and renewal costs where applicable. The important distinction is which costs remain payable when transactions slow. A low entry fee alone does not establish that either network is cheaper to operate.

Training, marketing and technology support

Both networks provide training, marketing resources, referral connections and technology support. RE/MAX has an established learning platform under the RE/MAX University name; Century 21 also offers learning resources for affiliated agents and brokerage leaders. Availability, delivery and inclusion in franchise charges vary by market.

The useful comparison is practical: how much support is provided during launch, who helps with recruitment, and what ongoing coaching reaches the owner and agents? A catalogue of courses is less informative than the local delivery schedule and access to experienced support staff.

Technology deserves the same scrutiny. Demonstrations should establish how customer relationship management, websites, lead handling and marketing tools work together, including local property portal connections. Neither a recognised name nor access to a national website guarantees sufficient leads for a new office.

Target franchisee: who suits each brand?

RE/MAX is a natural shortlist candidate for an experienced property professional who can attract and retain self-directed agents. Its historical positioning may be particularly relevant where the owner’s competitive advantage is an existing recruitment network and an attractive proposition for established producers.

Century 21 merits consideration by independent agency owners seeking a recognised identity, marketing infrastructure and a framework for developing their team. It can also appeal to operators who want to build a locally distinctive brokerage within a broad residential brand.

Neither description is exclusive, and neither opportunity should be assumed to be passive. New entrants need credible operational leadership, local market knowledge and any required professional permissions. Brand affiliation does not substitute for experience in winning instructions, supervising agents and managing transactions.

Territory, contracts and local market risks

Territory terms can change the comparison substantially. Relevant questions concern exclusivity, nearby openings, online enquiries, referral allocation and expansion rights. International networks may operate through regional or master franchise arrangements, making the identity and capabilities of the immediate franchisor important.

Property brokerage income is exposed to transaction volumes, financing conditions, competition and the time between winning instructions and completing sales. Agent departures can also affect revenue and client relationships. These risks apply to both brands.

Current disclosure materials, where available, and conversations with existing and former franchisees can help distinguish the sales presentation from everyday operations. Contract duration, renewal, transfer, termination and customer-data arrangements also warrant independent professional review.

The verdict: compare the local proposition, not just the logo

RE/MAX has a clear historical association with entrepreneurial agents and high-retention commission models. Century 21 offers a long-established brokerage franchise identity with marketing and training infrastructure. Neither distinction proves superior profitability or support in a particular territory.

The better fit is the network whose local terms support the intended recruitment strategy, service model and operating capacity. A meaningful comparison uses equivalent office assumptions, itemised charges and evidence from comparable franchisees. For some owners, a stronger local support team will be decisive; for others, agent recruitment appeal or territory availability will matter more.

Brand profiles in this guide

1. 1RE/MAXRE/MAX is a US-founded real estate franchise network built around independently owned brokerages and agent recruitment. Its international reach gives the brand scale, but franchise performance depends heavily on local housing markets, office economics and the ability to retain productive agents.
2. 2Century 21Century 21 is an American-founded estate agency franchise whose independently owned offices operate across international property markets. Its model combines a recognisable consumer brand with local brokerage ownership, making recruitment, market knowledge and transaction management central to franchisee performance.
3. 3Keller WilliamsKeller Williams is a US-founded real estate franchise built around locally operated brokerages, agent training and shared technology. Its model combines an international brand with substantial local responsibility, making recruitment, leadership and market conditions central to the franchisee proposition.
4. 4Coldwell BankerColdwell Banker is a US-founded estate agency network combining independently owned franchises with company-owned brokerages. Its franchise proposition centres on brand recognition, agent recruitment, marketing and technology, while local operators remain responsible for building competitive businesses in their own property markets.
5. 5ERA Real EstateERA Real Estate is a US-founded estate agency franchise network with an international presence. Its model combines independently owned brokerages with a shared brand, technology and training, while local operators remain responsible for recruitment, client service and business performance.
6. 6Berkshire Hathaway HomeServicesBerkshire Hathaway HomeServices is a US-origin residential property brokerage franchise network launched in 2013. It combines a widely recognised corporate name with locally operated brokerages, serving buyers and sellers through affiliated businesses in the United States and selected international markets.
7. 7Better Homes and Gardens Real EstateBetter Homes and Gardens Real Estate combines a US residential property brokerage franchise with a familiar home-and-lifestyle name. Its proposition centres on brand recognition, marketing support and brokerage development, while local franchisees remain responsible for their businesses and regulatory obligations.
8. 8Realty ONE GroupRealty ONE Group is a US-founded real estate brokerage franchise built around an agent-focused commission model. Its international expansion offers opportunities for brokerage owners, but the economics depend on agent recruitment, retention, local property markets and the terms of each franchise agreement.
9. 9Engel & VölkersEngel & Völkers is a German-founded property brokerage network focused on premium residential and commercial markets. Its international growth combines franchised offices with company-operated businesses, making local market knowledge, agent recruitment and consistent service central to its business model.
10. 10Sotheby's International RealtySotheby’s International Realty is a US-founded luxury property network combining independently owned affiliated brokerages with company-operated businesses. Its franchise proposition centres on an established name, international referral relationships and marketing infrastructure, while local operators remain responsible for building sustainable estate agency businesses.