Digital Media Buzz > At Century 21, Social Media Is the New TV

At Century 21, Social Media Is the New TV

By: adage.com

NEW YORK (AdAge.com) — Since pulling all its national TV spending in January, Century 21 Real Estate has been making digital the focus of its marketing efforts in a bid to make lead generation more efficient. This week, the company is venturing into the next phase of its digital transition via online radio, social networking and Twitter.

For the past month, the company has been using a new online radio show, a co-production with BlogTalkRadio called “C21 Talk Radio,” to brand the conversation around the housing market. Senior VP-Marketing Beverly Thorne said consumers are made aware that Century 21 is the brand behind the show. However, the program is built around an unbranded online forum section, designed for prospective buyers to have an open discussion, with no personal identification or follow-up phone calls from Century 21 brokers……..[read entire article]