… by Matt Gentile, Director of Public Relations and Social Media, Century 21 Real Estate LLC
In today’s rapidly changing marketplace, connecting with consumers where they already are — social and mobile platforms — is essential to brand marketing. It’s not just about understanding what consumers want; it’s about listening and delivering what they want through the devices and channels they’re using. This is certainly true for Century 21 as we look to reach out to the new generation of homebuyers.
In 2010, the largest share of homebuyers was between the ages of 25 and 34, and these consumers use digital and social media in a big way. This age group incorporates technology into their everyday lives and is actively using it to alter the way they search for and purchase real estate. We recognized with these overwhelming social activity numbers worldwide, we needed to begin shifting our advertising, customer service and customer outreach efforts to a medium where our target market is already engaged.
We have created branded Facebook, Twitter, and YouTube pages. We’ve begun to experiment with location based services with our smart phone app and launched the @C21-Home Matters Blog. We are continuing to evolve our strategy for reaching today’s consumer and would love to hear your feedback. What can we do to better serve you, our customer?
Recently, we became the first brand to buy real estate in ngmoco’s We City, a leading mobile game. In-game partnerships are just one more avenue we’re using to interact with the growing segment of consumers who are mobile, social, and intent on acquiring property —virtually and in real life.
On Facebook we’ve built a community that shares tips, advice and photos about the real estate search, decorating your new home and more. We’ve also launched a campaign in support of Easter Seals’ Make the First Five Count Campaign, where each time a person “Likes” the Century 21 Facebook page, we donate $5 to Easter Seals.
We’re using Twitter to talk with homebuyers and agents about their experiences, as well as to share articles, breaking news and information about the recovery of the housing market. Twitter is a perfect platform for disseminating real-time news.
On our blog, @C21-Home Matters, we share information for buyers and sellers as well as company information for our agents. We post photos and videos from company events, expert tips and host a “Caption This Photo” contest with images of unique homes.
Like any brand in the social media space, we are consistently learning and adjusting our efforts to help more customers, generate more leads and close more sales. The one thing we know to be certain is that tomorrow’s media environment will be radically different than it is today. Where ever homebuyers set up shop, we’ll be there providing the best resource in real estate.
Century 21 Real Estate LLC is the franchisor of the world’s largest residential real estate sales organization, providing comprehensive training, management, administrative and marketing support for the CENTURY 21® System. The System is comprised of approximately 8,000 independently owned and operated franchised broker offices and 121,000 agents in 73 countries and territories worldwide.
CENTURY 21 Real Estate is recognized as a leader in e-marketing and has received numerous awards.
The CENTURY 21 System is actively increasing its presence globally, with international operations throughout Europe, Latin America, the Middle East and Asia. Contact us to learn more about bringing the most recognized brand in real estate to select markets in the U.S. or countries and territories abroad! For more information visit our blog,@C21-Home Matters or follow us on Twitter.