CENTURY 21 Takes Over YouTube Home Page With Puppy Cam!

On March 27, Century 21 Real Estate became the first national real estate franchise to takeover the home page of YouTube.com when it launched “Puppy Cam” with the tag line: “Fall in Puppy Love with Your Dream Home on C21.com.”  (The March 27 date corresponds to the highest search traffic day for real estate, according to Google.) The campaign included a full banner at the top of the home page of YouTube.com.

The campaign was a huge success drawing over 44 million viewers who spent over 22,000 hours viewing our eight puppy cams! (More metrics to come)

According to Digiday article:  What do a ton of fluffy puppies and a real estate franchise have in common? On the surface, not much, but in a series of Web ads that launched last month, Century 21 has essentially equated watching a litter of wiggling baby dogs to the feeling you get when buying a new home.

Last week, the company took the campaign as step further, running a massive ad on the YouTube homepage featuring an all-day PuppyCam that directed users back to the Century 21 website. The stunt, according to Century 21′s chief marketing officer, Bev Thorne, resulted in more than 44 million impressions.

Puppy Cam YouTube Takeover

“The original puppy video was received so favorably, so we used that creative to take over the [YouTube] front page and had a little fun with it,” said Thorne. “With the traffic that we got, we were able to connect people with agents and offices.”

“In essence, we’re inviting YouTube visitors to fall in ‘puppy love’ with their dream home by showcasing eight adorable videos of furry little friends playing, running, sleeping and, overall, just being downright lovable.”

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CENTURY 21® Announces Social Platform with Google and Videolicious

C21SocialXchange_ICON2Today at the CENTURY 21® Global Conference in Las Vegas, I’m pleased to report that we announced the details of the C21 Social Xchange, our suite of social media tools and advertising programs. I have been working on this suite of tools to get ready for launch at global conference for the last 18 months. It is great to see this vision become a reality for our brokers, agents, managers and staff.

Below you will find quotes from our news release as well as a short video clip from Sam Sebastian, Director, Local, Google.

Through an industry-first licensing agreement with Google, a co-marketing agreement with Google AdWords, and a comprehensive licensing agreement with Videolicious, the C21 Social Xchange combines a comprehensive social media marketing, communications and advertising tool suite for CENTURY 21® System professionals.

“The C21 Social Xchange empowers our independent sales professionals to easily build relationships and grow their sphere of influence,” said Bev Thorne, chief marketing officer, Century 21 Real Estate LLC. “Real estate is a people business, and today many business relationships begin online. CENTURY 21® agents are the only real estate professionals to benefit from such a partnership with Google, a recognized leader in relationship marketing.”

“CENTURY 21 continues to be an innovator in online marketing,” said Sam Sebastian, director, local, Google, Inc. “We brought this unique combination of tools and programs to the CENTURY 21 System because of their forward-looking marketing strategy. I am very excited that Google tools will play a role in helping CENTURY 21 sales associates to remain on the leading edge of online marketing and advertising.”

Released News:



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Warning: Abominable Snowman Spotted on Parkway

The Nor’easter climbing its way up the East Coast has brought more than dangerous road conditions with it as you can see from this rare photograph of the Abominable Snowman captured just moments ago. Best to stay inside until the storm passes and Abominable goes back to his natural habitat…the North Pole.

Nor'easter Pax Spawns More than Bad Weather

Nor’easter Pax Spawns More than Bad Weather

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Will G+ Dominate Social in 2014?

Google Plus has been live for over three years now and as of December 20113 it had over 550 million users* on the network. For comparison sake, Facebook has 1.19 billion users** and its mobile business has been growing rapidly; however, its user growth rate has slowed.G+ Circles Image

So, will G+ supplant Facebook as the world’s most dominant social network? Well, according to G+ expert @RebekahRadice, blog post, “Google Plus vs Facebook: Why G+ Should Dominate Your 2014 Marketing Strategy,” G+ will become a much stronger player in the social media space. I strongly encourage you to read the post in its entirety as it is well thought out and includes quotes from other thought leaders on this subject.  Key quote:

Google+ is Google. Google is search. Search is where people go to buy. Buying is what makes your clients money, which they then reinvest in your services.”

In my humble opinion, Facebook has a great deal of functionality that enables and fosters community building. This is great for businesses and sales professionals who plan to manage a community and foster business via long-term relationship building. This will require time and an ability to generate engaging content that inspires and generates ongoing conversation.

Google+ is much more for brands and business who want to be found online. And…given the growth of online shopping, this objective continues to grow in importance for every business.  G+ in its present form does not have the robust feature set as Facebook.  This definitely gives Facebook an edge in community building and management.  However, G+ continues to improve and the fact that it is Google provides an inherent value that Facebook cannot match.

The bottom line:  I believe brands, businesses and individual sales professionals need to have business pages established on both platforms. Currently, the networks serve different purposes with Facebook serving as more of a CRM tool for customer incubation and G+ providing an edge in search.  I don’t believe there is an either / or answer to the question of whether you should market your business on Facebook or Google+, but you must understand the differences, understand your business/marketing goals and spend the time / money that is appropriate for you on each platform.  Oh yeah…G+ is launching social ads.

Now, to answer the question of whether or not G+ will dominate social in 2014? Yes, I believe it will grow more rapidly than any other social network. No, I would not expect it to “dominate” social. There are way too many smart app developers and start-ups in No. Cal., Boston, Austin and many, many other cities around the globe creating an entirely new Web environment every day, but as my Advanced Writing professor taught me…draft attention-grabbing headlines.

Bonus thought: Regardless of how much time you dedicate to Facebook and/or G+ this year, make sure everything you post, design, develop is done with a mobile audience in mind.  The growth of mobile and the volume of content consumed will only increase in 2014 and beyond.

For tech trends in real estate, make sure to read: http://eight11.com/2014predictions/ from our good friend @tracyweir


Ad Age Best of 2013: CENTURY 21 Breaking Bad Campaign

In September our social media agency called me about creating a multi-faceted social media campaign surrounding the end of the Breaking Bad television series. Well, what started as a Facebook post developed into a full-scale campaign which achieved all of its objectives and exceeded our wildest expectations with regard to delivering brand preference. The Smarter. Bolder. Faster real estate brand ushered in a new age of real-time marketing and I’m pleased to report that Ad Age year-end “Creativity Best of 2013″ has recognized our efforts with the No. 7 spot in the integrated and interactive category! See the article via SlideShare below:

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