Century 21 Real Estate Recognized with Stevie(R) Award for Effectiveness of Online Advertising Shift
July 10, 2009 // Franchising.com // PARSIPPANY, N.J. -- Century 21 Real Estate LLC, the franchisor of the world's largest residential real estate sales organization, is proud to announce that it received a 2009 Stevie® Award at the 7th Annual American Business Awards(SM).
The prestigious award recognizes Century 21 Real Estate LLC for its work with MediaCom Search, a division of MediaCom Interaction, in exceeding expectations with relevant consumer segmentation in the real estate category.
"We took a leadership position this year by moving the majority of our advertising online," said Bev Thorne, senior vice president, marketing, Century 21 Real Estate LLC. "The market data and this award clearly indicate that our strategic shift to online advertising is providing enhanced value to the CENTURY 21 System. Through an increasingly efficient and robust online advertising strategy, we have managed to increase monthly average lead volume and the potential customer base by 40% since last year, while decreasing monthly cost-per-lead by 32%."
To accomplish its goal of driving more leads while maintaining greater cost efficiency, Century 21 Real Estate LLC developed a paid search campaign around the traditional purchase cycle, with a focus on current and potential customers' needs and wants.
"The incorporation of relevant consumer segmentation and the integration of search into the overall marketing mix is what made this a winning strategy," said Patrick Bonomo, managing director, MediaCom Search. "Positioning CENTURY 21 brokers and agents as a resource to consumers in their real estate transaction was key. Ultimately, the achieved goal was to move the customer through successive searches, thereby leading to increased purchase intent and brand loyalty."
The Stevie® Award honors and generates public recognition of the achievements and positive contributions of organizations and business people worldwide. The American Business Awards are governed by a Board of Distinguished Judges & Advisors that features many of the leading figures in American business.
About Century 21 Real Estate LLC:
Century 21 Real Estate LLC is the franchisor of the world's largest residential real estate sales organization, providing comprehensive training, management, administrative and marketing support for the CENTURY 21 System. The System is comprised of more than 8,500 independently owned and operated franchised broker offices in 68 countries and territories worldwide. Century 21 Real Estate LLC is a subsidiary of Realogy Corporation, a global provider of real estate and relocation services.
© 2009 Century 21 Real Estate LLC, A Realogy Company. CENTURY 21® Is A Registered Trademark Licensed To Century 21 Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity. Each CENTURY 21 Office is Independently Owned and Operated.