By Maria Patterson
With a 360-degree marketing strategy, CENTURY 21 also advertised in new and innovative media. In addition to advertising on Pandora, the CENTURY 21 brand has created its own customized radio station on Pandora, enabling sales professionals to take their open houses to the next level. The CENTURY 21 radio station includes on-air advertisements for the brand, providing exclusive branding during the entire listening session.
And there’s more. In collaboration with Electronic Arts Inc., and its SimCity Social Facebook® game, CENTURY 21 took their message to the world of gaming. Recently, the campaign received global recognition with a Platinum Award in the Digital Marketing/Social Campaign category from the 2013 AVA Digital Awards competition.
Driving Consumers to an Exceptional Digital Experience
What has all this advertising in iconic venues done for the brand? According to comScore, traffic to century21.com has increased by 125 percent in the first quarter of 2013 versus the same period in 2012. From December 2012 through April 7, 2013, CENTURY21.com was the most visited national real estate franchise (and brokerage) website.
The outstanding growth in website traffic is the result of the brand providing consumers with an online experience that is easy to use and makes the online home search process intuitive and informative. Enhancements include:
• Smart search, which empowers visitors to type as few as the first three letters of the community they are researching and see instant results. It also provides an auto-suggest feature that enables consumers to preview results by zip code, city, state, property address, agent, office and more.
• A state-of-the-art interactive mapping tool that lets consumers see properties visually and shows various data points in relation to the properties. Consumers can choose from a wide variety of points of interest or view heat maps depicting demographic data.
• Advanced website functionality, including search by top ranked schools, search by neighborhoods and the ability to add highly relevant content, such as property detail pages displaying schools that children would attend based on school zone attendance boundaries.
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