Thank you for giving me this opportunity to analyze the Century 21 brand position, and to let you know what I think you can do to position Century 21 as the real estate brand for this era. First let me congratulate you and your team for building Century 21 into one of the largest and most recognizable real estate brands in the world. As you can see in the Compete.com graph below the term "Century 21" is the third most commonly searched real estate brokerage keyword, and seventh overall keyword phrase for the real estate industry.
With this strong base and some other key brand assets that I will address later in this letter, I believe you have an opportunity to win the brand loyalty from the most important new segment of home buyers and sellers: the twenty and thirty somethings: Generation Y, and Generation X.
Winning over this market segment will take a lot of work, innovation, and most importantly courage, however I believe that the financial rewards this group offers will be worth the effort. Lastly, I know your time is valuable and limited so I will not mince words in this report. I promise to deliver my opinions to you straight, but please remember these are my subjective views and do not represent any formal polling.
Brand position, historical/corporate: Century 21 was founded in 1971 and named after the 1962 world's fair: "The Century 21 Exposition", aka "Seattle World's Fair". The major themes of Seattle's World Fair were space, science, and the future. The naming heritage is and has always been an important element in establishing the Century 21 brand and culture. The focal point of the brand over the last 37 years has been "the future".
*Screen-shot of the current Century21.com home page. Notice the black based "futuristic" motif.
Current brand position amongst Generation Y and Generation X: Most of my peers have yet to buy or sell a home, so at this point they hold little to no brand loyalty. In fact even more elemental than brand loyalty, most of my peers have very little brand awareness and are rarely able to name more than one or two real estate brokerage companies. Usually Century 21 or RE/MAX are listed, along with possibly a regional real estate brand. Some of my peers found it difficult to name even one real estate brand when questioned! Most were able to recall RE/MAX's balloon when prompted, but none were able to connect Century 21 with any meaning or brand image.
Current brand position from an industry insider perspective: Having practiced real estate almost exclusively in the Seattle real estate market, and being shielded from most television advertising, my perspective of the Century 21 brand is very limited and I am sure skewed. However with that disclosure, I must say that Century 21 is amongst the bottom on my list of the most respected real estate brands.
Here's why:
Every Century 21 real estate office I have visited has been large, dated, and lacking almost any culture.
I equate Century 21 with flat fee desk rent for lower producing agents. (It is important to note here that RE/MAX is positioned in my mind as flat fee desk rent for high producing agents.)
Realogy's step child to Coldwell Banker's first born.
Technologically lacking.
Dying brand, slowly being phased out.
It doesn't have to be this way...
My brand recommendations for Century 21:Go Modern!
Century 21's brand was built around being "futuristic". This worked in the 70's and 80's when, "Back to the Future" was the #1 movie, and we all thought of the 21st century as the future. Now it comes across as dated and out of touch. The most hip brands of today (W Hotels, Ikea, PinkBerry) are tapping into the modern theme; a theme that Century 21 is positioned perfectly to capitalize on.
Making this transition is the right long term decision for your company. Whereas Futuristic design is constantly changing and evolving, Modernism is timeless and will allow Century 21 to create a brand feeling, or culture, that can be built upon for the decades to come. As an example view the black and white video below where the Eames Lounge Chair was first introduced in a 1956 NBC television broadcast. Then notice the picture below that where the same chair fits in perfectly to it's stunning new and "modern" surroundings.
The good news is that secretly, and perhaps inadvertently, Century 21 has been cultivating this brand position since the beginning. For example notice the architectural elements of the house in the Century 21 logo? The lines are recognizably "mid-century modern":
It is this element that you should build your re-branding initiatives on.
Other things to consider:
1. Color: Please, please, PLEASE drop the black from all of your marketing, and tweak the shade of gold. Modern design is all about being clean, and simple. Look to the modern house above, or the Eames Lounge chair, and design your marketing to reflect them. If your designers don't understand how a website or a flyer can be designed to reflect the look of a house or a chair, get new designers.
2. The Gold Jacket:
I like the idea of the Gold Jacket. It is a visual cue that can help to differentiate Century 21 agents from the herd.
It is most effective as a branding tool within the industry and should not be highlighted on consumer facing advertising campaigns. Establishing national/worldwide consumer brand recognition is one thing; connecting that brand recognition to a gold jacket is not necessary or cost effective.
Go back and get the jacket redesigned. I know that you just had it redesigned by "fashion futurist, Geoffrey Beene". However the jacket is not cool. Aligning with Geoffrey Beene will not win you any points unless you are a member of AARP. (I know, most of your agents are older and like the comfortable fit of the Geoffrey Beene jacket. I don't care and you shouldn't either. A true leader will take their followers where they need to go. Your agents don't need you to lead them to the status-quo. They are already there.) *The suit pictured below (right) is Ralph Lauren Black Label.
The most important element of the Gold Jacket is that it means something about the person that's wearing it. What it means is a topic for a different letter.
3. Authenticity:
Generation X and Y buyers value authenticity above all else. They do not want to be marketed to or sold. They want to come into relationship with your brand: your people. The easiest way to do this is stop trying so hard, be yourself. Realize that they are smart and can make good decisions. Generation Y especially has a profound ability to sniff out the unauthentic. As an example I would like to draw attention to a recent Century 21 television commercial that goes through all of the motions, and yet still fails to connect.
It is difficult to explain why this ad doesn't work. I think a Will Smith scene from the first Men In Black movie can explain best what I am getting at here.
[in a shooting range, confronted with numerous menacing-looking targets, Edwards shoots a cardboard little girl]
Zed: May I ask why you felt little Tiffany deserved to die?
James Edwards:Well, she was the only one that actually seemed dangerous at the time, sir.
Zed: How'd you come to that conclusion?
James Edwards:Well, first I was gonna pop this guy hanging from the street light, and I realized, y'know, he's just working out. I mean, how would I feel if somebody come runnin' in the gym and bust me in my ass while I'm on the treadmill? Then I saw this snarling beast guy, and I noticed he had a tissue in his hand, and I'm realizing, y'know, he's not snarling, he's sneezing. Y'know, ain't no real threat there. Then I saw little Tiffany. I'm thinking, y'know, eight-year-old white girl, middle of the ghetto, bunch of monsters, this time of night with quantum physics books? She about to start some shit, Zed. She's about eight years old, those books are WAY too advanced for her. If you ask me, I'd say she's up to something. And to be honest, I'd appreciate it if you eased up off my back about it.
4. Web Presence:
Hire Jonathan Hicks to do your graphical design, and find a way to get Galen Ward to build your home search. They are both proven producers and will deliver to you a product far superior to all of your national competitors.
Please do not hesitate to call or email me with any follow up questions. I have been thinking about your company for a long time and wholeheartedly believe in what Century 21 can become.
Sincerely,
Jonathan Washburn
*Please note that Tom Kunz, Century 21 Chief Executive Officer, did not actually engage me to write this letter. This is all my own doing and the opinions expressed on my blog do not necessarily reflect the opinions of ActiveRain Corp.
59 Comments on Rebranding Century 21 to reach Generation X and Y
AUG
03
2008
Boy oh boy that was a long winded "opinion". Now with all that being said and definitely factual... I am trying to figure out where you are headed with this. This dumb blonde ain't following you here...........
Holy crap Jon....were you feeling passive/aggressive about Century 21 when you wrote this? I hope that aside from reaching out to the real estate community, that you intend to solicit C21 for some of your advice as a consultant. You address many items that any business owner should be aware of when leading their company into the future.
Hey ...those are some great ideas....I guess each franchise of C21 operates differently. We have a purple office and dress casually. :) No desk fees, LOW E & O insurance and well....Sally is there to hold down the fort :)
I'm emailing this to my broker...maybe they can gain insight into "and wholeheartedly believe in what Century 21 can become".
Well I am okay with them being untapped.... :) I know that might sound selfish, but honest. There are very few C-21 offices left in my area and now thinking about it there is really only 1 and they have no market share to speak of.
Kinda sad in a way to let all that history and the brand name recognition go by.....
But..... Sally I love you ... but, well lets just say good luck C-21
Hi Jon...I don't think the gold jacket is a good idea no matter who designs it. Please reconsider that piece of advice.
What about a futuristic gold key as a logo although I have no idea what a futuristic key would look like. Someone must.
Hope Century 21 appreciates the great advice you've given them pro bono.
Are you interested in doing any more pro bono work? I could use help on how to get my AR blog on my web site.
Kate
Bill, My advice to Century 21 leadership is offered without condition and was unsolicited.
I love business and I love looking at companies and thinking what would I do if I was running them. Rarely can I go to a restaurant without feeling compelled to write a letter to the owner. (I never do)
This is a constructive critique of Century 21. I have ZERO bad will towards the company; if I did I wouldn't be offering them my free advice. ;)
Interesting, Jonathan. I had a musty image in my head of Century 21 that probably stems from the fact that there aren't any brokerages in my main market area. The whole gold and black, jacket, etc. thing seemed a bit archaic to me.
However, My last deal was with a Century 21 agent and she would perfectly espouse your new ideas. She was a breath of fresh air and would move well within the modern image you suggest. I kept looking at her and thinking how horrible it would be if she actually had to wear that gold jacket they talk about.
I like your ideas and think they are spot on for the target consumers you think they should reach.
I loved this post and could most definitely relate! When I first began my career in Real Estate, I worked for a C-21 office in the St.Louis area. Imagine my SHAME when we were forced to wear that God awful UGLY gold jacket.. I would walk on hot coals before I would do that again, trust me. I do think, however, that depending on the area, determines market share, overall. On the other hand perception is reality! Have I lost you yet? :) I was happy to see the ReMax strength!
I just left the C21 Mothership (to use Jay Thompson's phrase) for a smaller, more modern home with Diamond Dwellings. And much of what you said is quite true. However, most of the C21 offices around me aren't flat fee...
I love the purple! That type of thing is so important for a company to establish culture.
I know that each C21 franchise is independently operated, and I sincerely hope that my limited personal experience with C21 offices in a handful of markets does not imply to people that all offices operate in the same way. I understand that some C21 offices are top in their respective markets and are doing very innovative things.
Kathleen,
There are reasons to get rid of the Gold Jacket: 1. Male focused clothing 2. Tied to current fashion trends 3. Overall just a little weird, I believe that the C21 brand has a good deal of brand equity tied to the jacket, and if they can get their cultural differences figured out, then the Gold Jacket can really begin to mean something and can become a fantastic recruiting element.
P.S. Can you imagine us wearing jackets in this sunny warm weather anyway? My BIC has a kimono style cotton lightweight no button slip on kind of jacket...it's pretty cool....sparkly gold lettering :)
Again...local and neighborhood markets will determine strength too in sales, numbers, and companies. No C21 offices closed here that I know of.
There are few Century 21's in my office too, so I have had very little personal experience with them.
"My last deal was with a Century 21 agent and she would perfectly espouse your new ideas. She was a breath of fresh air and would move well within the modern image you suggest."
I believe that Century 21 has everything it needs to pull off this radical transformation: including the right real estate agents.
Elizabeth,
I think the jacket could become a status symbol if done properly by corporate. Right now it is not positioned that way in my mind.
Seattle is a unique market with two very strong regional brands (Windermere, and John L Scott) and one strong franchised national brand (Coldwell Banker Bain). RE/MAX is a relatively recent entry into our market (10 years ago), but they did a great job of establishing themselves as aligned with top producing agents.
Lane,
Congratulations on your recent move to Diamond Dwellings! I was not aware of your move until now. I would bet that most C21 offices are non desk-fee models. That section was based on my limited personal experience with a few offices.
It is my understanding that C21 is extremely strong internationally. I wonder if the relative strength of C21 in your local market has anything to do with the fact that the Hawaii market is also so international?
Jon: Possibly...we get many foreign buyers/sellers but most importantly...our market is not struggling with foreclosures and short sales. Mainly because the majority of our market did fixed rate loans...and the majority of families here all work ...and work two or more jobs to make sure that mortgage is paid. We realize it's the price to pay to live in paradise...and if you saw my 500 sq.ft townhouse with a little fenced courtyard you'd wonder how we live :) But hey....we didn't overextend ourselves...and we are banking on if something happens to one...the other can handle it.
Jonathan, Well, Sally and Midori are the only C21 agents that I have ever spoken with that do not fit the C21 stereotype mold.
We do not have a C21 in our area, there is one in another part of our county that is a hole in the wall. Sorry to be so rash, but they just don't seem to care too much about their image in these parts.
The gold jacket is horrid and if the only reason to not ever work there was the gold jacket, that was good enough to keep me away when I first started in the early 80's. I was young, 21 or 22 years old and I wanted the status of working for Merril Lynch Realty. We all thought of C21 for the old geezers who just sit around with no action.
You are right, C21 conjures up small producers and this is great advice, bring it into the 21st century!
Great marketing tips too. Except for keeping the jacket:)
Sally- I just read a foreclosure report that gave the demographics of the most foreclosures to the least. One of the reasons that Hawaii has such a low rate of foreclosure is that there is a large Asian heritage there. The report shows that foreclosures among Asians is miniscule. There is not another culture that works as hard and with such family loyalty and the pride of ownership of not only homes but of businesses as well.
Mr. Kunz, if you're listening, this is some seriously great advice! I realize that the C21 brand is a tab bit more popular in some areas, but in our neck of the woods it's a dying dinosaur. Take a tip from Joan Rivers,....get a facelift NOW!
JONATHAN - First of all, let me say that I'm surprised to see that C21 is a seemingly dying brand in other parts of the country. On Long Island there are several C21 offices, and some of the brokers own several franchises across Long Island.
That being said, I found this post to be a bit perplexing. Although there is sound advice contained within the post, I am just wondering what inspired you to write this, especially since it is a public post.
I was extremely impressed that you were asked by C21 for a consulting opinion, and shocked that they then allowed that advice to be put in a public forum ...
Until the final qualifying statement.
Not sure why you picked C21, but I will take some of the points to heart.
Personally, I think as start for me is a new photograph, more casual, in motion, working, ??
I'm a big fan of yours, but your "analysis" for C21 was one I wished I hadn't read.
Like all wonks, you equate sales success to being hip; Pinkberry? Come on! C21's problems are far more deep than color choice and dated imagery.
CB rules because CB's entire corporate identy program exudes professionalism, while C21 looks like your engineer uncle's garage operation. CB is not hip, CB is professional.
I really do like most of yoru postings, but--in the future-- try not to take yourself so seriously, That is my comment!
Jonathan, you are spot on with this. The funny thing is that what I was a Realtor in Los Angeles C21 was the lowest...it was where some agents started but few stayed and never really considered serious competition. But, knowing the strong branding, I assumed LA was just different. Now that I am in North Carolina I have found they are still the lowest and not a threat market share or otherwise. You have provided them with such valuable insight...I wonder how they will respond. I want to see a show!
I just can't believe you recommend keeping the gold jackets.
Those gold jackets always make me think of the smocks worn by employees of KMart or WalMart. Not a professional image.
Every time I see their commercial and someone is wearing the jacket, I cringe a little...
Jeremy, I think this post equals more words than every school paper I ever wrote combined.
Katerina, I don't think the C21 jacket is going to be x'd anytime soon. Like any fashion accessory, you need to really wear it to make it work. Go all the way. For example look at the Green Jacket that golfers get after winning the masters. If you make the gold jacket a status symbol amonst Realtors then people will be proud to wear it.
I imagine many C21 agents already are proud to wear it. I bet that if I was a C21 agent I would wear my "Ralph Lauren Black Label" Gold Jacket proudly.
Rich, Thank you for your, as always, tactful comment. ;)
Adam, As far as franchised brokerages go, market share is very regional. Success largely depends on the local franchise holders, so I am not surprised that in your local market there are some very strong C21 offices.
I was inspired to write this post because I deeply care about the real estate industry. I care about the industry like I care about a close friend. If they are going in the wrong direction I will let them know what I think. ActiveRain was built in part to bring discussions about the industry to the surface. Once things are out in the open, we can talk about them, and hopefully make some progress.
Richard, I "picked" Century 21 because I believe it has a huge amount of untapped brand equity. I read this post when it was first published, about a year ago, and the thoughts on C21 have been percolating in my head ever since.
I think they have really been missing the mark going after the futuristic motif, and believe they are a natural for modern.
Dear Mike, I am sorry that you regret reading my post. If you send me a self addressed stamped envelope, I will send you a refund for the reading fee that I charged. ;)
Last week I was called a Muckraker, now a wonk! This is so exciting, I am learning so many new words. (For anyone else who didn't know what a wonk was, it is "an expert who studies a subject or issue thoroughly and excessively.")
I guess I will take that as a compliment... expert, studies thoroughly. I was definately never accused of either of those things in school.
You are right, I do equate sales success to being hip, at least in the case of C21 and my generation. There are plenty of other real estate companies that exude professionalism. I want to work with a company that is fun, because shouldn't buying a home be an enjoyable experience. Work the edges of an industry, there are gold in them hills.
Diane, Southern California was another market that I had some experience with. However in SoCal there were a few standout C21 offices.
It would be exciting if they responded to this. If they did I am sure it would be an offline conversation. So sadly no show for you.
Don, I cringe a little too. But like I said in my post, "it doesn't have to be this way." If it was done right it (the Gold Jacket) could be something that sets C21 agents apart.
As the recent winner of the Century 21/YouTube "Dig the Digs" video contest (my 2nd favorite video contest win this year) who just more recently changed brokerages, I'd say well put Jonathan. C21 is a strong brand that needs a little fine tuning to remain relevant. When we had our photo opp for winning the contest, they actually brought up a Geoffrey Beene gold jacket for me to wear for the picture, and to me it just felt wrong. I may be on the elder fringe of Gen X (at least I like to still hope so) but I am passionately feverish about technology. I guess Realogy still is the winner because my move from C21 was to a sister brand, Sotheby's. In my mind Sotheby's brings a different perspective to the business that I was excited about adopting. Additionally this Sotheby's franchise in particular is BIG on technology and the idea of combining an established and well respected brand with a pioneering technology philosophy was an opportunity I couldn't pass up. The C21 office I was with is one of the biggest in the US and the immediate people I worked with were all fantastic! The people were the hardest part about the switch. I made a purely business decision and a good part of it had a lot to do with the points you mentioned in your post. So to that, I again say, well put Jonathan.
Mike, I actually felt a pain in my stomach reading your comment. It was empathy pain for C21. You just won that contest a few months ago; you are their poster child. And you left. The other source of pain was that you left for Sotheby's, and as I'm reading, I'm thinking that is a definite step up.
Jonathan,
I work for a Century 21 office, and I hate to say it , but you are right. We are a small office in a town of almost 250,000. In the year and a half I have been there, If I had a dime for every time I've heard " I didn't even know there was a Century 21 office here" I would have made more than I made in commissions!
And just FYI, a new redesigned gold jacket was unveiled in February. My office doesn't wear them.
Jon - Very interesting - I read the post expecting to hear your disapproval on the yellow jacket. I was amazed. So I re-read the entire thing from start to finish to try to get in your head about the jacket as part of the whole promotional branding thing. Nope! Lose the jacket. No matter who designs it, it will still be a uniform. I do like Kate's key idea, though.
Of course, I am in Mesquite, NV. When I moved here 3 years ago with a closet full of suits, I was amazed at the unprofessionalism of these agents showing property and going to listing presentations wearing golf apparel. Now I do, too. What a wonderful place to be in real estate! I am heading out the door for an interview, might be late - couldn't decide between the gray or black flip-flops!
As a C21 agent I have a few things I don't like about the brand and I do have some concern that they target an increasingly savvy demographic of Gen x & y ers. At the end of the day though, I think that branding will become increasingly irrelevant for buyers but not so much for sellers. Think about it. More & more buyers are starting on the web with a search. I am much more concerned about my personal branding for my area and standing out to these potential clients than for what C-21 says to them. They will need to connect with me first and foremost. For sellers, it is more about branding though, they pick up a phone and call an agent they know personally or an office they are familiar with that has a good reputation.
That being said, your post sounds more like a rant than a review, and starting out by thanking Kurtz for the opportunity before placing a disclaimer at the end is frankly misleading. If the rest of the world thinks as highly of your opinion as you do, you should be master of the universe in no time.
Ann, I wonder if instead of just having a corporate issued Gold Jacket, they just focused on a gold theme. Letting agents decide how best to display the color. For example mirroring Mary Kay's use of pink.
Virginia, My concession on the Gold Jacket idea formulated somewhere between your comment and Ann's.
Where did you move from? I think an agents real estate "uniform" varies so much from agent to agent and market to market. Selling real estate in golf attire is always nice! Go with the black flip-flops - more of a power color.
Chris, I can see how the post came across as a rant, and I was concerned about that when writing it.
I agree with you that branding has become more or less irrelevant in the agent/consumer relationship, but it is still of central importance in the company/agent relationship. In many ways all Century 21 has is a brand to sell when they are trying to sign up new offices.
"Master of the Universe", I leave that job to God. I used to write in a very non-authoritative voice, and everything I authored just came across as wishy-washy. I grew up in Seattle and our linguistic patterns are very passive. For example we end most statements by increasing the pitch of our voice, so the statement comes across as a question. When I travel out of state I adjust my speech to match the area.
And regarding me thinkin highly of my opinion: I do. It is the only one I got.
The bigger a brokerage gets the more they have to regulate and take the originality out of the hands of the individual brokers. I'm happy I work for a private company made up of 4 agents and a broker. I can do what I want, how I want, and don't have a book of rules to follow. We're #1 in our area in sales and listings above all the national companies.
I liked it. I thought it gave opinions from a new set of eyes that C21 is not looking thru. Will they take it into consideration? They should cause I feel the same way - that's why I won't work there. You couldn't catch me dead & buried in that damn gold jacket. Besides that Gen X hansome young dude wouldn't be caught dead in that gold suit. Pimped out & unsuitable - literally.
And please suggest that they loose the reversed text. White text on black is hard to read and strains eyes. Salt and peppered here and there isn't bad. But I think every page is a bit much.
Hi Jon...This is still an interesting discussion.
The gold jacket seems to be having a hard time.
As a RE/MAX agent I have some golf shirts with the balloon on them and that might be a good solution. I have red, blue, and white ones but do not wear them exclusively. Living and working in a lake community this is considered proper attire for REALTORS. Even in the winter we do not wear sport jackets or blazers.
I like that you came back with the suggestion that they go with a gold theme. I can see wearing a white shirt with gold lettering, or black with gold, a gold shirt with black and/or white lettering even navy with the gold lettering. There are other colors that would work also. That enables some individuality and we seem to like that.
However, I still don't know if that would help the image. Unfortunately for Century 21 the image, rightly or wrongly, is not first class. At least that appears to be the perception of many agents. It would be interesting to know what the public feels about it. Going to a particular company's Web site may not be telling us the whole story.
Another thing I would like to know is, why am I so interested???
If you've got the answer for that one, Jon, you really are amazing.
Kate
P.S. You did not respond to my plea for pro bono time. If pro bomo won't work I'm willing to pay you what you charged us for reading your post.
As part of Generation Y, I can attest to everything Jonathan says. It's odd, but I've found myself giving critiques before, unsolicited. I guess it's in our nature to try and help the oldies figure us out.
C21's commercial was definitely a waste of money. It is hard to describe how it is unaffective. Maybe because it's a sales rep's one-sided story? And it's only one scene?
The yellow suit has to go. Yellow doesn't look good on anyone. Except that model. And notice that it looks so good on him that he's got two hot chicks sitting next to him. Loose the yellow suit.
My personal opinion and experience is that casual doesn't work. Yeah, maybe an agent took the job of being a realtor to make their own hours and rules - but they are still functioning in a business world, facilitating a transaction that will probably be one of the buyer's biggest moves. Put on a freakin' tie or wear some darn pantyhose!
I'm 24 and my husband is 27 and combined we have both bought and sold over 6 properties. Yes, we are not your typical couple; but I think we can speak for our group by saying that nothing turns us off more than unprofessionalism - which includes dressing in bum clothes, using curse words, and not knowing how to properly use the English language (MLS descriptions).
My conclusion? Gen Y will get sick of the current group of Realtors, start their own companies, and put the oldies out of business. At least those are my plans.
C21 is not big in this area but when I lived in California I used to like the gold jacket theme. All though I went to work for Prudential at the time because it was closest to my home was my commitment reason. I loved the old suit new suit photo. A designer suit would have caught my eye and I probably would have drove an extra mile or three for it.
Jon- I know I have written way more since being on AR then I ever did for all my papers combined from elementary all the way through college! I found it hilarious the other day when I went into a C21 here and the receptionist had the gold jacket on...It was like 5 sizes to big! SHe was a younger girl and looked like she had borrowed daddy's jacket to stay warm.
Generation Y...It is effective to use proper English even in comments. We oldies understand that. To do otherwise is ineffective (not unaffective). Also, for marketing purposes it is helpful to use your own name.
I do not believe this is so much an age problem as a perception problem and I am not sure how Century 21 is going to battle that.
Dude, your blog is fast becoming a must-read stop for me. Kudos on yet another great post. Let me just say... that I know the folks at C21 corporate, and I don't know that they'd disagree with you much.
However, I do wonder about the general underlying theme re: Gen-X/Y marketing. Is "modern" really what we're after? Or simply the "authentic"?
Remember that BioShock, with its Art Deco theme, was one of the biggest selling games of 2007.
Color me not entirely convinced re: Gen-X marketing is "modern".
If anything, I believe an old-school realtor with 20-years experience who's seen the ups and downs, and maintains a "classic" presence has an advantage over the techno-agent when it comes to Gen-X'ers.
My advice to C21 might be dramatically different....
Jon - I took your advice on the black flip flops - the interview went well - I am now with ERA. Did I mention that my office (GMAC) closed their doors last week while I was visiting my kids in Mississippi?
Will start updating my profile(s) tomorrow.
I came from California with all the suits - I was an agent in Fairfield, Ca (Brad Andersohn's territory), but that was in the 90's. I was smart :( and got out of the business for awhile, came back in 2005, just in time for all the fun. Good timing has never been my forte.
I am trying to think of when the last time was that I saw a person wear a "gold" jacket. Perhaps the 80+ crowd on Sunday, but that would have to be it. I believe it is time to retire the jacket.
Ditto to everything said and in the comments. Actually C21 in Ann Arbor is nothing, don't know if they wear the jackets but the agents working there are not quality. ( except one ) Since coming to activerain, I have met some great C21 agents and it has totally changed my opinion of the company.
Hey, I think you should do a critique on all the big companies, it is obvious you care. Trust me they all have their quirks.
What did you think about the Bug one at Inman, Yea we would be laughed off the street if we drove VW's around decorated like lady bugs. gold jackets, balloons, bugs...
Missy, I loved the Bug Realty company at Inman. I thought it was very eye catching. I got enough flack for covering C21, and I am not sure if I could handle covering more of the big companies.
Jon, you are so on target with this post. I am a former C21 broker and have a gold jacket and antique cookie jar still available, if anyone wants to make me an offer. We were always know as the training office in our neck of the woods - give me an agent for a year and I could show them how to own their niche, then they left for a 100% company, as the other the other owner didn't believe in an agent centric office. I opened another independent brokerage 4 years ago.
I really believed in the power of their brand, but could not get another franchise with them in this area, due to lack of population. Ironically my former office just closed their doors in town just after I merged with another of Realogy's step-children, a local ERA office, supposedly the high tech brand - but I see some glaring gaps in their platform already. Like Missy, I'd love to see your take on the other big brands!
Jon, LOVED it....unless someone at C-21 actually steps up and begins to take notice. And as a personal note, I think your fee for reading is right on ;-)
We are in the twilight years of our Career. I think now would be a good time to spend a few bucks and shove Blogging Bertha in a Gold Jacket just to see if it sticks :)
Don't look at me like that...You're the one giving me points for my nonsense :)
Jon, after opening up my email this morning, I can tell you that C21 has noticed this post... And I'm not there any more... and they noticed that, too.
I agree that C21 has the capacity to be THE biggest jewel in the Realogy crown... but it would take a major shift in architecture. But it is the same shift that almost every big RE company needs.
We're betting that the "big guys" (yellow, red, or whatever color) are not going to be nimble enough -- or change fast enough -- to take advantage of the seachange that's happening in the business right now. In fact, it may just take them down if they are not careful.
Sharp new brands like Diamond Dwellings & Redfin & Sawbuck and so many others are where it's at (uh, I guess I'm biased just a bit)
(also, please note that I'm not commenting on business models -- just tech savvy & edgy marketing, etc)
I think the technology actually lends itself more to boutique operations that can create micro-culture & change quickly to meet demand, etc.
So, we're creating "scalable tech culture" (and I'm sure we're not alone)
Part of me is afraid to ask, but I'd love to see your advice & commentary about companies like Diamond Dwellings.
You have some interesting points and ideas. I do agree that so many companies get stuck in a rut and need to "step out of the box" and revisit their business/marketing strategies. But from the Compete.com graph it seems that Century 21 is already doing great on their name recognition. I give them major points for surviving for so many years in the Real Estate Business. Congrats Century 21....it is actually refreshing to see some "old time companies" still staying at the top of their game. There is something even more refreshing about the old days when top notch customer service, ethics, professionalism, credibility and caring for others that is missing these days. Those are simple items that I work with so many companies in my coaching to remind them of. Those basic ideals can quickly increase their sales and production volume without additional marketing costs. That right there says alot without having to make such drastic business plan changes to target the Generation Xers & Ys.
I found your post interesting but I have found the comments even more so. I have to side with my colleague Rob in that I think that it is not an issue of modern marketing as it is experience, effectiveness, and authenticity. For a brand to really be effective it has to be consistent and hold value for the customer.
In terms of "modern" thinking I think that the focus on the gold jackets that everyone up here seems to be fixed on is a bit askew. Forget the jackets for a second and look at what really matters - results. To effectively market a home - which is after all what brokerages do - you have to show the value of that home to the end user. Remember, you are not buying a home you are buying a life.
At the risk of sounding biased towards C21 (I am their relationship manager here at Onboard Informatics) one of the things that their new site has done in addition to being modern is taken the idea of local information to levels that most real estate professionals just don't get. You have the ability to search by town, zip code or neighborhood on this site. There are several features on this site that just are overlooked by most folks when building a website like driving directions to the open house and a rough estimate of what your mortgage would be if you were to purchase this home.
I guess what I am trying to say is when cirtiquing things it is constructive to focus on what is good and contrast that with what needs work. There are things that can be tweaked with this brand however there are several things that are very right which is why everyone knows who they are. I wouldn't count this brand down and out just yet.
John, This is awesome. Not only is a great testament for Century 21 but there were a lot of underlying things one can pull out of that great article. For us the comment you made about the century 21 website "Notice the black based "futuristic" motif", stood out.
This gives us great insight into the thinking behind Localism and your own product. You guys are on the right track. Keep up the good work. Active Rain members appreciate everything being provided to us.
Sincerely, Active Castellum ( Castellum Realty llc - lancaster PA Real Estate )
Disclaimer: ActiveRain Corp. does not necessarily endorse the real estate agents, loan officers and brokers listed on this site. These real estate profiles, blogs and blog entries are provided here as a courtesy to our visitors to help them make an informed decision when buying or selling a house. ActiveRain Corp. takes no responsibility for the content in these profiles, that are written by the members of this community.
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Boy oh boy that was a long winded "opinion". Now with all that being said and definitely factual... I am trying to figure out where you are headed with this. This dumb blonde ain't following you here...........