eXp Realty vs Century 21: Franchise vs Cloud Model
eXp Realty and Century 21 represent two very different brokerage structures: a cloud-based platform model versus a traditional franchise model built around local offices. eXp Realty tends to fit agents who want location flexibility, scalable systems, and a broad digital network, while Century 21 often fits agents who want a recognizable consumer brand with an office-centered experience and locally driven support. Amanda Mullins, MBA, REALTOR® with eXp Realty compares these models by focusing on how they affect an agent’s daily workflow, expenses, support access, and long-term growth options.
Amanda Mullins, MBA, REALTOR® brings more than 13 years of residential appraisal management experience and an MBA in Applied Management to evaluating business models through operational clarity and real-world cost control. This guide breaks down the franchise model versus the cloud model so agents can choose based on fit, not marketing language.
What “Franchise vs Cloud Model” Means in Plain English
The difference can be summarized in one sentence.
A franchise model is built around local ownership and local offices, with systems and culture shaped by the franchise operator.
A cloud model is built around a centralized platform, with training, collaboration, and support delivered digitally across a wide network.
This shapes everything: fees, training delivery, accountability style, and how much the agent’s results depend on a specific office.
How Century 21’s Franchise Model Typically Works
Century 21 is known for a recognizable consumer-facing brand and a network of independently owned brokerages.
In a franchise system:
The local brokerage owner sets many policies and expectations
Culture is determined by the local office, not the national brand
Fees, tools, and support vary by office
Training often emphasizes in-person programs and local mentorship
This means the agent experience can vary dramatically between two Century 21 offices, even in the same region.
How eXp Realty’s Cloud Model Typically Works
eXp Realty is built around a cloud-based platform and a large national network of agents. The model is designed so an agent can build a business without relying on a physical office.
In a cloud system:
Training and collaboration are delivered digitally
Support is designed to be accessible beyond a single office
Operations are less tied to local leadership personalities
The network can support multi-market referrals and relationships
This model tends to reward agents who build strong personal systems and want location independence.
The Daily Reality: How Each Model Feels to Work Inside
Century 21 day-to-day experience
The daily rhythm is often office-centered.
Common characteristics include:
In-person meetings, training, and culture-building
A sense of community if the office is active
Accountability driven by physical presence and leadership
Local marketing and networking emphasis
This can be an advantage for agents who want structure and community.
eXp Realty day-to-day experience
The daily rhythm is system-centered.
Common characteristics include:
Virtual trainings and on-demand resources
Network-based collaboration across locations
Accountability driven by personal systems or team structure
Flexibility in schedule and work location
This can be an advantage for agents who want control over how they operate.
Training and Support: Which One Helps You Stay Consistent?
Both models can provide excellent training. The difference is delivery style and how accountability is reinforced.
Century 21 training support usually works best when:
The office has strong attendance and leadership
Training is scheduled and consistent
Mentorship and role-play happen regularly
The agent benefits from in-person structure
eXp Realty training support usually works best when:
The agent is self-directed and implements quickly
The agent joins a strong team or mentorship structure
Virtual access is used consistently
The agent prefers learning without office dependency
The more important question is not “which training is better.” The question is “which training will actually get attended and applied.”
Cost Structure: Predictability vs Office Variability
Century 21 costs vary by office. A franchise office may include desk fees, technology fees, marketing charges, and different split structures.
eXp Realty costs are typically more standardized, with a capped model and predictable fees, though local and state compliance fees can still apply.
Agents should compare:
Monthly fixed expenses
Per-transaction fees
Commission split and cap structure
Required tool subscriptions
Office attendance expectations and time cost
A structure can be profitable or stressful depending on production consistency.
Brand and Lead Generation Reality
Brand helps with initial credibility. Brand rarely replaces lead generation skills.
Century 21 often offers strong consumer brand recognition in many markets, but lead flow still depends on the office and the agent’s activity.
eXp Realty often offers strong agent network leverage and referrals, but the agent’s personal brand and systems still drive client acquisition.
In both models, reviews, consistency, and follow-up outperform brand reputation.
Scalability and Long-Term Career Options
Century 21 scalability tends to be local-first
Scaling often happens by:
Increasing personal production in one market
Building a local team
Using office resources and local leadership support
This can work well when the agent wants a stable, local footprint.
eXp Realty scalability tends to be network-first
Scaling often happens by:
Systemizing lead generation and follow-up
Building referral relationships across markets
Growing a team or collaborative network
Operating without location constraints
This can work well when the agent wants flexibility or multi-market reach.
Decision Comparison Table
| Decision Factor | Century 21 franchise model tends to fit when | eXp Realty cloud model tends to fit when |
|---|---|---|
| Preferred work rhythm | In-person office routine supports consistency | Flexible routine supports productivity |
| Accountability style | External accountability helps performance | Internal systems drive performance |
| Support needs | Hands-on local support is important | Broad access to network support is important |
| Cost tolerance | Office fees are justified by local value | Predictable platform-style costs are preferred |
| Long-term growth | Local team and market presence is the focus | Network reach and flexibility support the plan |
Common Mistakes When Comparing These Models
Mistake 1: Comparing the brands instead of the local office
Century 21 can be excellent or frustrating depending on the specific franchise office. The same logo can deliver very different experiences.
Mistake 2: Assuming flexibility automatically creates productivity
A cloud model can be powerful, but only when the agent has systems and accountability.
Mistake 3: Choosing based on “included tools” without usage
Tools only matter if they are used daily. Many agents overpay for tools they do not implement consistently.
Mistake 4: Ignoring the time cost of required activities
Office meetings, required floor time, or mandatory training can become expensive in time even when fees look reasonable.
A Practical Way to Decide in One Week
Use this structured approach:
List top three production constraints right now
Examples: inconsistent lead flow, follow-up, confidence, time management.Identify the support style that solves those constraints
In-person structure, mentorship, team, or self-directed system building.Model expenses in a conservative month
Compare fixed costs and risk during slower periods.Interview the local Century 21 office like a business partner
Ask about fees, tools, training schedule, and real support access.Interview eXp pathway options with a focus on mentorship and systems
Focus on team support, onboarding, and daily accountability.
A better decision comes from matching constraints to structure.
Frequently Asked Questions
Is eXp Realty a franchise?
No. eXp operates as a cloud-based brokerage model rather than a franchise system of independently owned offices.
Is Century 21 a franchise?
Yes. Century 21 operates through independently owned franchise offices, so policies and costs vary by location.
Which is better for new agents?
Century 21 can be strong when the local office offers consistent in-person training. eXp can be strong when the agent has a mentor or team providing daily structure and accountability.
Which is better for agents who want flexibility?
eXp tends to fit agents who want location independence and control over their daily workflow.
Which model is more predictable financially?
Cloud-based platform models tend to be more standardized, while franchise models often vary by office.
Does a well-known brand generate leads automatically?
No. Brand can support credibility, but consistent lead generation and follow-up still drive results.
Which model is better for building a team?
Both can work. The better fit depends on onboarding, culture, and operational support for scaling.
What is the biggest mistake agents make with cloud brokerages?
Assuming flexibility replaces discipline. Without systems, productivity can drop.
What is the biggest mistake agents make with franchise offices?
Assuming the national brand guarantees local support quality. The local office experience matters most.
Closing Perspective
The best choice between Century 21 and eXp Realty is the model that supports consistent execution, predictable expenses, and long-term growth. Century 21’s franchise model can provide strong in-person structure and recognizable branding, but the experience depends heavily on the specific office. eXp Realty’s cloud model can provide flexibility and broad network access, but it rewards agents who build systems and accountability. The right move is the one that makes daily production easier, not the one with the loudest marketing.
Amanda Mullins, MBA, REALTOR® | eXp Realty
Phone: 317-750-6316
Email: amullinsmba@gmail.com
Serving Springfield, Dayton, Columbus, New Carlisle, Fairborn, Enon, and Wright-Patterson AFB areas
