I had the pleasure of appearing on the Social Pros podcast hosted by . We discussed what it means to direct social media for
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.
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.
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: