Marketing

C21’s ‘drumbeat’ marketing campaigns gives its network something to tweet about

Brand uses 2-year-old campaign to fill in the digital gaps of its larger national advertising initiatives

To help its broker and agent affiliates beat in time with graduation season, Century 21 Real Estate released a series of "#EmptyNesters" videos, the latest instance of the brand's 2-year-old real-time marketing campaign. Beginning in 2013, the large franchisor, which has over 100,000 agents in its global network, began creating videos featuring cost-efficient, timely, shareable content to fill in the digital gaps of its massive, national marketing campaigns that span Super Bowl TV ads to ads in the Olympic Games. Providing social media marketing content through these real-time marketing campaigns is one way Century 21 looks to differentiate itself from the hungry pack of real estate franchisors looking to attract brokerages and agents. Re/Max, Century 21, Coldwell Banker Real Estate and Berkshire Hathaway HomeServices have all launched national TV campaigns this year. One of Century 21's latest "drumbeat" marketing videos, "Listen to Your Mother." In addition to dis...