Technology

Century 21 CEO Rick Davidson says franchisor will launch social media sharing platform for agents in 2014

New tool will provide 'social media inbox' full of brand-approved content

SAN FRANCISCO — Real estate franchisor Century 21 will roll out a system next year that will allow its agents to easily share Century 21-recommended content across multiple social media platforms, CEO Rick Davidson announced at a real estate technology panel held at the recent Realtors Conference and Expo.

“Of course, this is going to increase our reach,” Davidson said. “It’ll continue to drive a focus on our brand preference.”

The system will feature a “social media inbox,” containing a “library” of brand-approved content, Davidson said.

Based on his limited description, it sounds like the platform will allow agents to grab items from this inbox and post or schedule them to post on an array of social media sites including Facebook and Twitter.

Century 21 already takes what Davidson terms a “hub and spoke model” approach to social media. Regularly posting on five social media platforms itself, the company also furnishes its brokers and agents with content that it encourages them to disseminate through social media, Davidson said.

The new system seems designed to streamline that collaborative process by letting agents retrieve and post Century 21-approved content all from one place.

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Davidson said Century 21 has been honing its “real-time marketing strategy,” and noted “accolades” the company has received in the press recently.

Century 21’s posting of a fictitious listing for the “Breaking Bad” character Walter White’s house and a tweet congratulating Twitter on its IPO are among recent marketing actions that have earned the company praise, he said.