Century 21 vs Harcourts:Which is more popular?
In September 2026, Harcourts had more branded searches than Century 21 among real estate agencies in Australia. Harcourts had about 22,200 branded searches, while Century 21 had 9,900. Harcourts made up 14.3% of all real estate agency searches we track, and Century 21 accounted for 6.4%. When we asked ChatGPT and Google AI Overviews about real estate agencies, Harcourts appeared in one of the four answers and Century 21 in none.
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Top real estate agencies in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Harcourts was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Century 21 did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Ray White3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Belle Property3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
McGrath2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
LJ Hooker2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Harcourts1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
First National Real Estate1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Century 210 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about real estate agencies
4 answers
Asked ChatGPT
“Which real estate agency should I use to sell my house in Australia?”
Asked ChatGPT
“What are the best real estate agencies in Australia?”
Asked ChatGPT
“What's the best real estate agency in Australia for property management?”
Searched Google, AI Overview
“real estate agent”
Searched Google, AI Overview
“real estate agents near me”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Is Century 21 or Harcourts more popular in search?
This chart shows how often people search Google for Century 21 and Harcourts by name. Each line represents a brand's share of searches for all seven real estate agencies we track, month by month, from searches in Australia.
Share of searches by month for Harcourts, Century 21. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ray White | Harcourts | Belle Property | McGrath | LJ Hooker | First National Real Estate | Century 21 |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.6% | 13% | 13% | 10.7% | 15.9% | 5.8% | 5.8% |
| Nov 2025 | 38.6% | 11.6% | 11.6% | 11.6% | 14.1% | 6.3% | 6.3% |
| Dec 2025 | 38.4% | 14.1% | 11.5% | 9.4% | 14.1% | 6.3% | 6.3% |
| Jan 2026 | 29.3% | 29.3% | 8.8% | 8.8% | 13.1% | 5.9% | 4.8% |
| Feb 2026 | 37.6% | 13.8% | 11.3% | 11.3% | 13.8% | 6.1% | 6.1% |
| Mar 2026 | 38.6% | 14.1% | 11.6% | 11.6% | 11.6% | 6.3% | 6.3% |
| Apr 2026 | 41.9% | 12.6% | 12.6% | 10.2% | 10.2% | 6.9% | 5.6% |
| May 2026 | 41.9% | 12.6% | 12.6% | 10.2% | 10.2% | 6.9% | 5.6% |
| Jun 2026 | 38.1% | 14% | 11.4% | 11.4% | 11.4% | 7.6% | 6.2% |
| Jul 2026 | 38.9% | 14.3% | 11.6% | 11.6% | 9.5% | 7.8% | 6.4% |
| Aug 2026 | 42.9% | 12.9% | 10.5% | 10.5% | 10.5% | 7% | 5.7% |
| Sep 2026 | 38.9% | 14.3% | 11.6% | 11.6% | 9.5% | 7.8% | 6.4% |
How has the Century 21 and Harcourts comparison changed over the last 12 months?
3 findings
- Harcourts was ahead of Century 21 in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Century 21’s share of searches among real estate agencies in Australia moved from 5.8% to 6.4%, and its estimated monthly branded searches moved from 12.1K to 9.9K.
- Across the 12 months ending September 2026, Harcourts’ share of searches among real estate agencies in Australia moved from 13% to 14.3%, and its estimated monthly branded searches moved from 27.1K to 22.2K.
How did search popularity change for Australia real estate agencies in September 2026?
2 changes
In September 2026, Harcourts gained share of searches among real estate agencies in Australia, from 12.9% to 14.3%.
In September 2026, Century 21 gained share of searches among real estate agencies in Australia, from 5.7% to 6.4%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Century 21’s and Harcourts’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Century 21
1 branded search term
- century 21
Harcourts
1 branded search term
- harcourts
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