Century 21 vs McGrath:Which is more popular?
In September 2026, McGrath had more branded searches than Century 21 among real estate agencies in Australia. McGrath had about 18,100 branded searches, while Century 21 had 9,900. McGrath made up 11.6% 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, McGrath appeared in two of the four answers and Century 21 in none.
Who do people search for more?
McGrath, about 83% more searches than Century 21
Who does AI mention more?
McGrath, mentioned in 2 of 4 answers, Century 21 in 0
Who does AI recommend more?
McGrath, the only one of the two named
Follow Century 21 vs McGrath and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top real estate agencies in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, McGrath was mentioned in two out of four: in two 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 McGrath more popular in search?
This chart shows how often people search Google for Century 21 and McGrath 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 McGrath, 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 McGrath comparison changed over the last 12 months?
3 findings
- McGrath 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, McGrath’s share of searches among real estate agencies in Australia moved from 10.7% to 11.6%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for Australia real estate agencies in September 2026?
2 changes
In September 2026, McGrath overtook LJ Hooker to rank 4th among real estate agencies in Australia, with 11.6% of the searches.
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 McGrath’s 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
McGrath
1 branded search term
- mcgrath real estate
Other head-to-heads among real estate agencies
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.