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Realogy franchisor shows how social is done

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Better Homes and Gardens Real Estate's use of social media marketing as both business-to-business (B2B) and business-to-consumer (B2C) strategies is the focus of a case study developed by the Richard Ivey School of Business at The University of Western Ontario.Since launching in 2008, the Realogy Holdings Corp. franchisor has signed up brokerages representing more than 8,000 sales associates in 26 states and Canada. President and CEO Sherry Chris attributes Better Homes and Gardens Real Estate's success "in large part to the company's strategic and mindful approach to targeting both consumers and the real estate industry as a whole.""When we launched Better Homes and Gardens Real Estate, few businesses were leveraging the tremendous power of social media to drive brand awareness, develop business opportunities and fuel growth," Chris said in a statement. "Our success underscores the value of using new media channels to engage with customers, business partners a...