Century 21 Real Estate is the franchisor of the world's largest residential real estate sales organization. The Northwest Region provides comprehensive training, management, marketing and administrative support for the over 500 franchisees in the Tri-State area.
media / solution types
branding, collateral design, direct marketing, public relations, mixed media advertising
The Regions’ brand needed to be updated and they were looking for ways to improve communications and marketing implementation to their more than 500 franchise offices, spread over 6 councils and 3 States, as well as their customer base.
Worked with the Regional staff to create a new, current brand that effectively communicated their message to the franchisees and their clients. This included designing a palette of colors that worked harmoniously with the well-known Century 21 gold. An entire collateral materials program and mixed media (radio, newspaper & industry magazines) advertising campaign were developed, employing the new brand.
The new brand was well received and appreciated by Franchisees and clients alike and the outreach program resulted in a 35% increase in Regional production over the next 12 months.
5 offices in Orange and Riverside Counties
In 1998, GMAC Home Services, a subsidiary of GMAC Financial Services, an affiliate of the General Motors family, purchased Better Homes & Garden Real Estate from Meredith Corp. Since that time they have held their position amongst the largest national real estate franchise organizations.
media / solution types
Collateral design, search engine optimization, web design & development, internet marketing, targeted campaigns, print solutions and lead generation, graphic design
The franchisee had recently purchased 5 struggling GMAC offices and was in need of a comprehensive marketing program that would connect the 5 offices with one another as well as with their client-base and increase sales and recruitment amongst all of the offices.
Led in the selection, procurement and company-wide implementation of a video conferencing system, allowing Corporate management to hold sales and management meetings at one time, from one location and connecting all of the offices to Corporate and each other. Designed new marketing solutions including collateral, ads, weekly mailings, promotions, agent recruitment resources, signs, presentations and billboards. Redesigned the company’s website and employed search engine optimization, greatly increasing the website’s functionality, relevance and effectiveness. Worked with management to create the company’s Trade Show program including booth, sales aids and lead generation systems. Created company’s public relations and advertising campaign strategies, employing a multi-media approach incorporating newspaper, industry magazines, radio, television, direct marketing, company websites, search engine optimization, targeted email campaigns, internet marketing and the design and construction of two mall kiosks.
Brought the scattered offices together, improving staff/agent relationships and entire company morale. Reduced previous marketing and promotions cost by 25% and increased internet business by more than 300 percent. Overall company production increased by 40%.