REM Online

Cen­tury 21 Canada has unveiled a new brand­ing direc­tion as part of a multi-year online mar­ket­ing strat­egy that it says has seen the num­ber of vis­its to Cen​tu​ry21​.ca rise by nearly ten-fold since late 2007.

“The goal behind our new tagline, Con­nected to More, is to com­mu­ni­cate to home buy­ers how Cen­tury 21 has evolved as a brand,” says com­pany pres­i­dent Don Lawby. “It also rep­re­sents our vision for how we want con­sumers, poten­tial sales rep­re­sen­ta­tives and fran­chisees to relate to the Cen­tury 21 brand in the future.”

It is one of the most rec­og­nized real estate brands in the world, largely because of tele­vi­sion adver­tis­ing cam­paigns that began in the 1970s. The ‘gold jacket’ era still res­onates with Cana­di­ans who grew up in the ’70s and ’80s, the com­pany says in a news release, “but for young sales rep­re­sen­ta­tives work­ing for the Cen­tury 21 brand today, the gold jacket is a dis­tant memory.”

Cen­tury 21 Logo

The com­pany stopped its tele­vi­sion adver­tis­ing in 2007 and turned its focus to online mar­ket­ing. Prior to the redesign of Cen​tu​ry21​.ca in Novem­ber 2007, the site had 92,000 vis­its per month – in Feb­ru­ary 2010, that num­ber sur­passed 800,000 and could top one mil­lion before the end of 2010, the com­pany says.

The new brand­ing direc­tion began with the 2007 web­site launch. The fran­chise orga­ni­za­tion devel­oped its online mar­ket­ing strat­egy with the help of Where​To​Live​.com – a Minnesota-based web devel­op­ment firm that spe­cial­izes in search engine opti­miza­tion for real estate com­pa­nies. Ed Kohler, WhereToLive’s direc­tor of strate­gic Inter­net mar­ket­ing and devel­op­ment, says, “The real estate indus­try is inter­est­ing for online mar­ket­ing because the web is highly uti­lized by con­sumers seek­ing infor­ma­tion about prop­er­ties for sale, agents and neigh­bour­hood infor­ma­tion. How­ever, the vast major­ity of the busi­ness of real estate con­tin­ues to hap­pen offline through phone calls and face to face meet­ings. Cre­at­ing a suc­cess­ful web­site involves build­ing trust that leads to offline conversations.”

Cen­tury 21 Canada con­tin­ues to stress to its fran­chisees the impor­tance of a strong web pres­ence. It pro­vides all sales rep­re­sen­ta­tives with branded web­sites loaded with blog capa­bil­ity, Google Street View and video embed­ment tech­nol­ogy to help them take advan­tage of social net­work­ing oppor­tu­ni­ties and emerg­ing share sites.

“I often hear busi­ness lead­ers ques­tion whether there is any ROI from social media,” says Lawby. “I can show you Cen­tury 21 sales rep­re­sen­ta­tives who will argue that their suc­cess has a lot to do with two-way com­mu­ni­ca­tions online that aren’t always about real estate. It’s an impor­tant part of build­ing their brands and reputations.”

The Con­nected to More cam­paign was devel­oped in part­ner­ship with Faulkner Brand, a Vancouver-based com­pany spe­cial­iz­ing in brand strat­egy and design. Cen­tury 21 Canada has adapted the tagline for the French and Chi­nese lan­guages. It launched a Chi­nese lan­guage site ear­lier this year. Cen​tu​ry21​.ca is cur­rently the only nation­ally branded real estate web­site in Canada that is trilingual.

————————————————————————————————————–

Con­tact the Jef­frey Team for more infor­ma­tion  -  416−388−1960

————————————————————————————————————–

cen­tury 21 canada head office phone number

Related posts:

1. CENTURY 21 Canada Launches Mobile Plat­form for Prop­erty Search CENTURY 21 Canada has launched a mobile web plat­form for…
2. Mes­sage from Don Lawby C21 sup­ports the rules amend­ments accepted by CREA mem­bers on…
3. Cen­tury 21 Canada does bat­tle with Rogers Cen­tury 21 Canada is suing Zoocasa Inc., which offi­cially launched…
4. Severe dereg­u­la­tion would hurt con­sumers real estate pro­fes­sion­als worry that severe dereg­u­la­tion in the real…
5. In Canada real estate is bloom­ing Like most of the world, Canada’s real estate mar­ket slumped…