CENTURY 21 Releases New National Television Ad Campaign

The SMARTER. BOLDER. FASTER. real estate brand recently released its latest television ad campaign during March Madness to coincide with one of the most watched sporting events of the year, the Men’s NCAA Basketball Championship.

A little behind the scenes fact: The elderly gentleman riding on the golf cart in “The Chase” had just hired an agent the week before being cast for the spot. It was his acting debut! #Awesome

Which ad is your favorite?

#DetlefSayMyTweet Campaign Brings the Madness to March

Last week, CENTURY 21 kicked-off its 2015 national television advertising campaign during the NCAA men¹s basketball tournament. Now, beginning with the round of 16, we¹ve created further madness with former NBA All-Star Detlef Schrempf reading some of your tweets and adding a random word of his choosing! Here is a sample:

View all of the #DetlefSayMyTweet videos at YouTube.com/Century21.

Are you going to Social Media Marketing World?

Social Media Marketing World is one of the premiere conferences catering to Social Media Marketing practitioners. #SMMW brings together the most well-recognized names in the industry.

If you have a question about how to leverage social media for your business, then this is the conference for you. I hope to see you in sunny San Diego!

Is Facebook for Small Business?

Recently, I’ve been asked the question of whether or not Facebook is really valid for small businesses or for any business for that matter. The major point of contention between business owners is that Facebook has decreased the percentage of followers that a business page may reach via an organic post (no advertising) to approximately 6.5%. The gradual (and not so gradual) reduction has been happening for years, but when you spend additional marketing dollars on a content marketing strategy so your page and presence looks professional on Facebook, you obviously want to get the most bang out of your buck.

Facebook Reach

I have been working with Facebook for business since its inception so I understand the pain point very well.  My own take on it is that Facebook is like the Yellow Pages used to be, but with one caveat, Facebook has the unique ability to target consumers with their advertising better than anything other than Google. Couple this with the fact that according to the Pew Research Internet Project, “Social Media Update 2014,” 58% of all adults use Facebook, followed by Linkedin, Pinterest, and Instagram all in the low 20%’s.  So, while we may not be able to enjoy the free-wheeling days of the mid-2000′s where organic posts were reaching a great deal more of our followers, the ad rates that Facebook charges and the pay per click model that Facebook and Google have built their businesses is here to stay.  Get used to it.  With digital advertising, you know your customer looked at your ad. Not only that, but you have an opportunity to capture that consumers information with relevant landing pages and free offers for your valued services.  Give folks a free taste and you will be surprised how many engage with you.

Social Network Users in U.S. 2014

As my Dad always says when I’m complaining about my golf game…”Play Better.” In this case, start advertising digitally, build your audience, foster those relationships (convert your contacts to a database) and follow up with them via email drip campaigns.  Marketing is the same game, it is just morphing into a digital form. Social selling is based along the same principles as traditional selling.  Meet people, however you can, meet people, online, offline, in the grocery store or on Pinterest, but engage and develop relationships.  It is conversations that have meaning, not the platform where they happen.

How Century 21 Creates Award-Winning Real-Time Social Media

I had the pleasure of appearing on the Social Pros podcast hosted by +Jay Baer.  We discussed what it means to direct social media for +CENTURY 21.

Social Pros Podcast

Social Pros Podcast

As the largest residential real estate franchise sales organization, @Century21 has created multiple award-winning campaigns specific to the social media space. Most recently, I’m proud to report that our brand was recognized with a Gold Stevie Award for “Communications or PR Campaign of the Year – Social Media Focused“.

This summer the CENTURY 21® brand celebrated a fourth consecutive win during this year’s advertising awards season collecting a Gold Andy Award, Gold and Silver OneShow Pencils and the People’s Choice Award at the Webby Awards for innovative social creative content.

CENTURY 21 Award-Winning Social Media Campaigns

CENTURY 21 Award-Winning Social Media Campaigns

Most recently the brand was honored with a Stevie Award for best PR and Communication – Social Media Focus.

Our social media team has been focused on maintaining the brand’s position as the number one most-trafficked real estate franchise website and providing unique social content that drives conversations and engagement opportunities for CENTURY 21 affiliated brokers and agents.

The biggest challenge and opportunity within our business model is that we have both a business to business (B2B – Brand to Franchise) and a business to consumer (B2C – Brand to Consumer) relationship.  Each franchise is its own individual business, so the corporate team supports the 103,000+ agents in their 7,100 offices around the world with fresh content and with social media education. We also market to the consumer via national advertising campaigns and sponsorships like U.S. Soccer, Indy 500, Super Bowl, Little League World Series, and the National Spelling Bee Championship.

Social Pros Podcast

Century 21 releases best practices, but really it comes down to the local operator. Some offices have their own Facebook and Twitter accounts, and they leverage the content that Matt’s team provides. “At the end of the day, they have to make business happen,” Matt says. “They understand the market better than anyone at corporate headquarters.” Matt’s team encourages every franchise to get out there and use the tools in ways that work for them.

Take a listen to the full podcast and let me know what you think and how you manage the same types of challenges in your organization.

List of social media awards earned by CENTURY 21 since 2013:

https://www.linkedin.com/in/mattgentile

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