In a move I suspect may be followed by many of the other big real estate brands in 2009, last week at Real Estate Connect in New York, Century 21 announced it was shifting its television advertising dollars to support its online marketing efforts.

You can see the announcement made by Tom Kunz, president and CEO of C21 in an interview done with Susie Hale of Frogpond TV. (The announcement comes at about 3:00 minutes in).

This shift should not come as much of a surprise to many readers of this blog. But what is surprising (and refreshing) is that C21 has come out so publicly in their endorsement of new media. C21 plans to spend the bulk of their advertising investment in 2009 on display advertising, search engine marketing and enhanced listing partnerships with real estate web sites, which no doubt bodes well for companies like Zillow, Trulia and Frontdoor. Their goal, ultimately, is to generate more leads to their franchisees, affiliates and brokers and agents.

Over the last couple years we’ve seen the technology providers and pundits (myself included, natch) talk about the need for real estate industry to fully embrace the Internet as the channel of choice to connect with consumers.

The web provides a platform for brokers and agents to connect more meaningfully and, more importantly, more measurably, with the buyers and sellers who are now predominantly searching for real estate information online.

This wave has been cresting for a long time and while the smarter agents and brokers have ridden the curl of this trend for many years, and have prospered because of it, this announcement sends a clear signal that the big brands are fully committing to this new world as well.

2009 may just be the year that the wave finally comes crashing down and we see the end of big real estate’s old media habits.

Photo by prgibbs.

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription