Going Digital

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Session 4 speaker 3 - bev thorne

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Going Digital

  1. 1. Going Digital Leading Decisions and Lessons Learned Bev Thorne, Century 21 Real Estate LLC
  2. 2. Going Digital <ul><li>January 2009 - CENTURY 21® announces plans to go digital </li></ul><ul><li>Strategy targets consumers where they consume information </li></ul><ul><li>In the first year, we realized a 65 percent increase in leads to our franchisees, while decreasing our cost per lead by 50 percent </li></ul><ul><li>In 2010 as of the 3 quarter, total leads increased 40% and the total cost per lead decreased 33% vs. 2009 </li></ul><ul><li>Developed strong online partnerships with industry trade and media </li></ul>
  3. 3. Challenges and Opportunities <ul><li>Challenges: </li></ul><ul><li>Communicating digital shift to the System </li></ul><ul><li>Maintaining brand personality and culture without television </li></ul><ul><li>Opportunities: </li></ul><ul><li>Increasing leads to sales professionals through media that specifically targets home buyers engaged in the home search process </li></ul><ul><li>Opening up new channels (Social Media) of communication to enhance the personality and culture of the brand </li></ul>
  4. 4. Examples of CENTURY 21® Online Brand Image

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