How Century 21 Creates Award-Winning Real-Time Social Media

Matt Gentile, Director of Social Media at Century 21, joins the Social Pros Podcast this week to discuss how his team helps support more than 103,000 agents and their businesses, driving engagement with Century 21’s customers worldwide, and how to maintain a nimble team in order to take advantage of real-time marketing opportunities.

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Full Episode Details

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Franchise Flexibility

No one is going to buy a house on Facebook. So for Matt Gentile and his team at Century 21, what is the goal of social media?

As the largest residential real estate franchise sales organization on planet Earth, Century 21 has found social media to be a game-changer. Each franchise is its own individual business, so Matt’s team at corporate supports the 103,000+ agents in their 7,100 offices around the world with fresh content and with social media education.

Century 21 releases best practices, but really it comes down to the local operator. Some offices have their own Facebook and Twitter accounts, and they leverage the content that Matt’s team provides. “At the end of the day, they have to make business happen,” Matt says. “They understand the market better than anyone at corporate headquarters.” Matt’s team encourages every franchise to get out there and use the tools in ways that work for them.

Century 21 recently launched the Tap In blog, which is targeted at Century 21 system members, but it has also attracted attention from the real estate industry. At the same time, they are reworking their Century 21 Home Matters blog right now, which will always be directed at the consumer.

Recently, Matt has been talking to franchisees a lot about making use of social media advertising. Each franchise, even each agent, is its own brand. And, excitingly, the local nature of social media makes it possible for those agents to target a very specific audience.

Matt credits his social creative team, the legal team, and the leadership at Century 21 for the real-time marketing successes they’ve had. A high point for him was Century 21’s nod to Breaking Bad, when they listed Walter White’s house for sale after the series finale. Only by pulling together with the whole organization can these types of campaigns find such success.

Social Media Number of the Week: 3.8 billion

By 2020, half the world’s population will be accessing the internet via mobile devices. That’s 3.8 billion people with mobile internet access. In the developing world, the mobile internet subscriber number will double in that time, from 1.5 billion to three billion. People are skipping laptops and going straight to mobile devices.

On the one hand, this is staggering growth and represents one of the fastest technological shifts in human history, But on the other hand, that means that even in 2020, only half of the world will be accessing the mobile internet. For digital media marketers immersed in the field, it’s important to remember that.

See you next week!

Get a Behind-the-Scenes Tour of the Social Media Operations at Sam's Club

In this 5-episode social media Deep Dive, you'll learn how the busy team at Sam's Club operates their social media strategy. Meet 5 different team members and find out how Sam's Club uses social across their entire business. All 5 episodes are available now, so get ready to binge! Listen to episode 1 of the Sam’s Club Deep Dive now.

Listen to Episode 1 of the Sam's Club Deep Dive Now