Marketing Vip May21


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  • Marketing Vip May21

    1. 1. Century 21: Gold Standard Marketing
    2. 2. N Open House Weekend <ul><li>Objective: Generate leads, Increase awareness, create excitement among brokers and agents. </li></ul><ul><li>Scheduled for the month of April, 2008 </li></ul><ul><li>Six weeks of media support </li></ul><ul><li>National and local media support </li></ul><ul><ul><li>National Television </li></ul></ul><ul><ul><li>National and local web </li></ul></ul><ul><ul><li>National Radio </li></ul></ul><ul><ul><li>Local Print </li></ul></ul><ul><ul><li>21 Online collateral </li></ul></ul>
    3. 3. Open House Month Results
    4. 4. Our 2008 Media Strategy <ul><li>Offline Media: Buy Nationally, Target Locally </li></ul><ul><ul><li>National Network TV </li></ul></ul><ul><ul><ul><li>Focus on ABC programs that deliver the theme and feeling of “home” </li></ul></ul></ul><ul><ul><li>Cable TV: Entertainment, News, Sports </li></ul></ul><ul><ul><ul><li>Focused on “shelter or home-related and lifestyle programming” </li></ul></ul></ul><ul><ul><li>Sponsorships and Added Value </li></ul></ul><ul><ul><ul><li>Key sponsorships that allow for localization and integration </li></ul></ul></ul><ul><ul><li>National Radio with Localized Messaging </li></ul></ul><ul><ul><ul><li>Allows for targeted, localized promotions </li></ul></ul></ul><ul><li>Online Media: Innovate, Link with Local Listings </li></ul><ul><ul><li>Paid Search </li></ul></ul><ul><ul><li>Banner / Display </li></ul></ul><ul><ul><li>New Media (You Tube) </li></ul></ul><ul><ul><li>Local Newspaper Website Listings </li></ul></ul><ul><ul><li> </li></ul></ul>
    5. 5. Offline Media – Snapshot Prime Network TV Cable Entertainment Cable News and Sports Radio Sponsorships / Added Value
    6. 6. Online Media – Selection Snapshot Networks Search Moving/ Relocation Local Geo
    7. 7. Our Number 1 Priority: Rebuild and Relaunch <ul><li> </li></ul>
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    15. 18. IDX <ul><li>What is it: </li></ul><ul><ul><li>IDX or Internet Data Exchange technology allows you to have a local office website that displays all of the available properties in your local Multiple Listing Service (MLS). </li></ul></ul><ul><li>Why do we want it: </li></ul><ul><ul><li>Our goal is to provide consumers the ability to search all listings regardless of the listing company without having to leave the experience </li></ul></ul><ul><li>Why do our Brokers want it: </li></ul><ul><ul><li>Having an IDX enabled website will help drive traffic to your company website from, generating more leads for your agents. </li></ul></ul>
    16. 19. What is the C21 Solution? <ul><li>CENTURY 21 will develop and provide a templated website for each office that signs the three way agreement between eNeighborhoods and their local MLS(s). </li></ul><ul><li>The sites will come with a look/feel as close to the new as possible, but will abide by the rules put in place by the local MLS organizations. This means there will be limited flexibility in terms of how and what gets displayed for property results. </li></ul>
    17. 20. FAQs <ul><li>How does traffic get distributed? </li></ul><ul><ul><li>When a user is searching properties on they will be able to see C21 properties in a content rich experience as our “Featured” listings. While viewing results we will merchandise the ability to view more listings (IDX) heavily. When a consumer clicks on this option they will be taken to the local IDX enabled templated website that serves the area being searched. This templated site will display MLS sourced properties, including C21 listings. </li></ul></ul><ul><ul><li> can only display properties entered via CREST and 21online . </li></ul></ul><ul><ul><ul><li>This means there will be a continued need to do double entry (MLS & CREST/21onilne) </li></ul></ul></ul><ul><li>What if there is more than one office with an IDX enabled site serving the same search area? See also slide 7 </li></ul><ul><ul><li>The traffic will be distributed following the 18004HOUSES rules, which is based on production in number of sides. </li></ul></ul>
    18. 21. FAQs <ul><li>How do the Leads get distributed from the IDX enabled sites? </li></ul><ul><ul><li>All leads for C21 properties will be routed to the listing owner (Office/Agent) regardless of the office site the lead is generated from. </li></ul></ul><ul><ul><li>All leads for non C21 properties will be routed to the Office represented on the IDX enable site. </li></ul></ul><ul><ul><li>All leads will be routed to Office/Agent via the same method they are today from </li></ul></ul><ul><li>How does this compare to the Current Search Router? </li></ul><ul><ul><li>The Search Router available today will be removed from when the new site goes live in May ’08. </li></ul></ul><ul><ul><ul><li>The current solution does not work well and gets little to no traffic. </li></ul></ul></ul><ul><ul><li>This IDX solution will become it’s replacement when it goes live this summer </li></ul></ul><ul><ul><ul><li>This new version of Search Router is more comprehensive and offers a better experience for the consumer. </li></ul></ul></ul>
    19. 22. FAQs <ul><li>Who should I contact with questions? </li></ul><ul><ul><li>If your question is about the sign up process, MLS related, or about the three way agreement process/status the question should be directed to eNeighborhoods first at: </li></ul></ul><ul><ul><li>800-508-6902 </li></ul></ul><ul><ul><li>If the question is in reference to how CENTURY 21 will be implementing the websites, how traffic and leads are handled the question should be directed to: </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>& </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><ul><li>The eNeighborhoods Resource Center will not be able to answer brand specific or implementation questions. </li></ul></ul></ul>
    20. 23. New Photo Requirement in 2008 <ul><li>Photo requirements for will increase to six photos or one photo plus a virtual tour per listing on January 1, 2008. </li></ul><ul><ul><li>Listings that do not meet this requirement will no longer appear on the consumer Web site. </li></ul></ul>
    21. 24. More Exposure for Your Listings <ul><li> </li></ul><ul><li>Google </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> (listings over $500k) </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>AOL Real Estate </li></ul>
    22. 25. 2007 NAR Profile of Home Buyers and Sellers <ul><li>99% said they found the internet very/somewhat useful </li></ul><ul><ul><li>73% very/somewhat useful in 2004 </li></ul></ul><ul><li>52% said they found the newspaper very/somewhat useful </li></ul><ul><ul><li>83% in 2004 </li></ul></ul><ul><li>29% of buyers found their home on the internet </li></ul><ul><ul><li>8% in 2001 </li></ul></ul><ul><ul><li>3% of buyers found their home in the newspaper first </li></ul></ul>
    23. 26. Online Listing Distribution <ul><li> (commercial) </li></ul><ul><li>Wall Street Journal ( </li></ul><ul><li> (commercial) </li></ul><ul><li> (commercial) </li></ul>
    24. 27. My CENTURY 21 Open House Contest <ul><li>Sellers will be encouraged to participate with their agent to create a </li></ul><ul><li>1:15 minute open house video (60-Second Seller & 15-Second Agent </li></ul><ul><li>close). </li></ul><ul><li>An emotional walkthrough of the high points of their home. (Sellers and </li></ul><ul><li>agents from all walks of life providing an entertaining tour of their home. </li></ul><ul><li>Entries should be entertaining, emotional, humorous, and/or Creative) </li></ul><ul><li>Consumers will select The top 10 entries. The Grand Prize Winner is </li></ul><ul><li>selected by C21 Marketing Department committee. </li></ul><ul><li>Contest/Prizes </li></ul><ul><ul><li>First prize $21,000 and HDTV </li></ul></ul><ul><ul><ul><li>Agent wins same HDTV </li></ul></ul></ul><ul><ul><li>Secondary prize: </li></ul></ul><ul><ul><ul><li>Flip Ultra You Tube Camera (1GB) to the most popular entries 2 to 10 </li></ul></ul></ul><ul><ul><li>Third Tier Prizing </li></ul></ul><ul><ul><li>The first 150 general consumers who vote will receive $25 I-Tunes gift certificates via email </li></ul></ul><ul><ul><li>The first 50 Agents who are part of a video submission will receive $25 I-Tunes gift certificates via email </li></ul></ul>
    25. 28.
    26. 29. <ul><li>Enhance and elevate our positioning in the luxury real estate market and increase our market share. </li></ul><ul><ul><li>Coop Print Advertising: Wall Street Journal, Robb Report, International Herald Tribune </li></ul></ul><ul><ul><li>Expand Listing distribution to highly visited sites (e.g. Robb Report) </li></ul></ul><ul><ul><li>Enhance Fine Homes & Estates e-Newsletter </li></ul></ul>Fine Homes & Estates
    27. 30. Breathing New Life Into FH&E Magazine <ul><li>Re-energized in 2007 with enhanced quality, increased distribution & special feature section of properties priced at $5MM + </li></ul><ul><ul><li>New cover design </li></ul></ul><ul><ul><li>Improved paper stock </li></ul></ul><ul><ul><li>Perfect binding </li></ul></ul><ul><ul><li>New page layout </li></ul></ul><ul><ul><li>Increased listing quantity </li></ul></ul><ul><li>Re-launch in 2008 with welcome page, enhanced editorial content, ad sales & increased distribution </li></ul><ul><ul><li>Increase frequency to 4X per year. </li></ul></ul>
    28. 31. Rebuild and Relaunch <ul><li>Improve Search and Usability </li></ul><ul><ul><li>Reduce content glut </li></ul></ul><ul><ul><li>Improve navigation </li></ul></ul><ul><ul><li>Fully integrate applications </li></ul></ul><ul><li>Improve Marketing Capabilities </li></ul><ul><ul><li>Offer enhanced Agent and Broker info </li></ul></ul><ul><ul><li>Replace and Upgrade eGreetings, eNewsletters, Virtual Presentation Library </li></ul></ul><ul><ul><li>Update Website Builder Tool </li></ul></ul><ul><li>Implement centralized contact management system </li></ul><ul><ul><li>Integrate with site’s tools, e.g., PCC and Merrill tools </li></ul></ul><ul><ul><li>Integrate with QSS </li></ul></ul><ul><li>Metrics/Results Tracking </li></ul><ul><ul><li>Build a Metrics Dashboard incorporating data from </li></ul></ul><ul><li>Enhance Agent recruitment tools/content </li></ul>Page
    29. 32. Home Page Design Concept Personalized Marketing Tools Page Enhanced Search Enhanced Tracking Metrics Enhanced Contact Mgmt
    30. 33. Centralized Contact Management <ul><li>Centralized list management </li></ul><ul><li>Sort by contact type to send targeted communication </li></ul><ul><li>Integrated with all email, direct mail marketing applications </li></ul><ul><li>Maintains history of contacts </li></ul>Page
    31. 34. Enhanced Listings Dashboard Page
    32. 35. Listing Statistics Page
    33. 36. eNewsletters and eCards Replacement Page <ul><li>Create professional newsletters and eCards with easy to customize templates </li></ul><ul><li>Robust set of templates </li></ul><ul><li>Personalize using do-it-yourself editing tools </li></ul><ul><li>Track emails received, opened and links clicked </li></ul>
    34. 37. – Going Mobile Page <ul><li>Easy access to: </li></ul><ul><ul><li>Contact management </li></ul></ul><ul><ul><li>Listing updates (photos, description, etc.) </li></ul></ul><ul><ul><li>Appointment scheduling </li></ul></ul>
    35. 38. Maximize Publicity Locally with PR Studio <ul><li>Brings the power of a professional public relations studio to every CENTURY 21 office </li></ul><ul><ul><li>Customizing and distributing newsworthy information is now easier than ever </li></ul></ul><ul><ul><li>More than 70 template press releases are available </li></ul></ul><ul><ul><li>Includes award recognition, event participation notifications, System anniversary announcements, and more </li></ul></ul><ul><li>Increased usage of CENTURY 21 PR studio by 400 percent in 2007 </li></ul>
    36. 40. New Website Builder Tool <ul><li>Improvements include: </li></ul><ul><ul><li>Blogging capability </li></ul></ul><ul><ul><li>Ability to set up individual property web sites </li></ul></ul><ul><ul><li>More pre-written pages </li></ul></ul><ul><ul><li>Pre-loaded gallery of images and flash animation </li></ul></ul><ul><ul><li>Ability to upload MP3 files, video, jpeg and other file types </li></ul></ul><ul><ul><li>Unlimited number of pages </li></ul></ul><ul><ul><li>Pages are search engine optimized </li></ul></ul><ul><ul><li>Bio page feeds from CREST </li></ul></ul>
    37. 42. Website Builder Cost <ul><li>$50.00 set up fee </li></ul><ul><li>$19.95 per month subscription with BroadSpire </li></ul><ul><li>Existing users of the old Website Builder Wizard can have the set up fee and first month subscription waived if they sign up for the new tool by May 31 st . </li></ul><ul><ul><li>Editing of existing sites is available until July 31 st . </li></ul></ul>
    38. 43. Website Builder Training <ul><li>VSS –Website Builder – New Enhanced Agent Tool </li></ul><ul><li>Class Code 059-C1 </li></ul><ul><li>June 18 th 11am-12:30 eastern time </li></ul>
    39. 44. Invigorate the Brand Identity System
    40. 45. Consistency In the Brand Identity System
    41. 46. Consistency and Class For Business Cards
    42. 47. The “Golden Path” <ul><li>A graphic element to leverage our recognizable roofline, extend it, add energy and to communicate the outcome of the process. </li></ul><ul><li>It represents the path to homeownership. </li></ul>
    43. 48. Refresh Fine Homes & Estates
    44. 49. Refresh Commercial
    45. 50. Page Updating The Magic of the Gold Jacket <ul><ul><li>Launched new custom gold jackets by Geoffrey Beene available from Edge Rep </li></ul></ul><ul><ul><li>Launched Gold Collection with Lands’ End with line of alternative gold attire </li></ul></ul><ul><ul><li>Continue to offer apparel choices from Merrill Marketing and Academy Awards </li></ul></ul>
    46. 51. Thank You!