Century 21 is rolling out a customized version of Hootsuite’s social media solution the franchisor says will allow affiliated agents and brokers to manage multiple networks from a single dashboard and broadcast a “continuous drumbeat of relevant social media content.”

Built on top of the Hootsuite Enterprise platform, “C21 Social for Business” provides access to Facebook, Google Plus, LinkedIn, Twitter and WordPress, and also offers customized suggested content and a library of graphics tailored to the brand and individual brokerages.

To help agents get the most out of the platform, C21 University and Hootsuite have developed five learning modules designed to teach “best practices” for social selling. Sales associates who take the courses can earn a certificate demonstrating social selling mastery in real estate.

“We’re thrilled to welcome Century 21 as a Hootsuite Enterprise client,” said Ryan Holmes, CEO of Hootsuite, in a statement. “Buying and selling real estate is now happening personally, digitally and in real time. With our collaboration, Century 21 is delivering on a powerful vision of empowering their affiliated agents to connect with the new generation of homebuyers in an innovative and modern way.”

With more than 11 million users, Hootsuite claims to be the world’s most widely used social relationship platform.

Century 21’s collaboration with Hootsuite is a new approach to social media for the Realogy franchisor. Last year Century 21 rolled out a marketing suite, C21 Social Xchange, built on a customized version of Google’s social media marketing software, Wildfire. C21 Social Xchange also allowed agents to manage Google AdWords campaigns and produce listing videos using the app Videolicious.

Google wound Wildfire down last year, so C21 Social for Business is replacing C21 Social Xchange, said Matt Gentile, Century 21’s director of social media.

Editor’s note: This story has been updated to note that C21 Social for Business is replacing Century 21’s previous social media platform, C21 Social Xchange.

Email Matt Carter.

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