CENTURY 21 OUT IN FRONT

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Things are moving fast these days, and that’s a really good thing. With the pace of the real estate recovery picking up steam, new opportunities for real estate professionals are emerging on almost a daily basis. The question is: Are you up to speed and ready to capitalize? At Century 21 Real Estate LLC, it’s all about having the right resources and the right support in place to help the firm’s brokers and associates keep pace with the recovering marketplace and the rapidly changing consumer. From its new Indy 500 sponsorship to its groundbreaking market research, CENTURY 21 is positioned to pull out ahead in the race to new real estate success. Here, Rick Davidson, president and CEO, tells us how his industry-leading firm is stepping things up to stay out in front.

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CENTURY 21 OUT IN FRONT

  1. 1. 8 Trending: Unmarried Couples Leap into Homeownership - Page 55 www.rismedia.com @RISMediaUpdates facebook.com/rismedia July 2013 $6.95 As the Housing Recovery Gains Speed, CENTURY 21® is on the Fast Track
  2. 2. As the Housing Recovery Gains Speed, CENTURY 21® is on the Fast Track 66 July 2013 RISMedia’s REAL ESTATE by Maria Patterson Josef Newgarden and Sarah Fisher Hartman, The Indianapolis 500; Rick Davidson, CENTURY 21 President & CEO
  3. 3. RISMedia’s REAL ESTATE July 2013 67 Maria Patterson: How has CENTURY 21 positioned itself for growth as the housing market strengthens? Rick Davidson: Ensuring the quality of our broker network is at the core of our strategy to prepare our brokers and agents for success, regardless of where we are in the business cycle. Continuously improving the quality of our network and the ser- vice provided to our brokers, agents, and their cli- ents is job number one. As an organization, we have taken important steps to enhance the growth potential of our com- pany both domestically and globally. Bottom line, the real estate business begins and ends with the reputation of the real estate professionals serving you in your local community. To ensure the quality of our service in the local communities where we operate, we have driven a paradigm shift with re- gard to how we approach prospective franchisees. MP: What are some proof points that defne success for CENTURY 21? RD: We look at a number of metrics in determining the success of our strategy: overall production; agent productivity; growth in new markets; growth through recruiting; engage- ment of our system members and their satisfaction with our platform; engagement of the consumer through our marketing and media strategy; and of course, the consumer’s perception of the services they receive. We have made signifcant progress in all of these areas and I am incredibly proud of our success. T hings are moving fast these days, and that’s a really good thing. With the pace of the real estate recovery picking up steam, new opportunities for real estate professionals are emerging on almost a daily basis. The question is: Are you up to speed and ready to capitalize? At Century 21 Real Estate LLC, it’s all about having the right resources and the right support in place to help the frm’s brokers and associates keep pace with the recovering marketplace and the rapidly changing consumer. From its new Indy 500 sponsorship to its groundbreaking market research, CENTURY 21 is positioned to pull out ahead in the race to new real estate success. Here, Rick Davidson, president and CEO, tells us how his industry-leading frm is stepping things up to stay out in front. “If you want to be a part of our winning organization, you must be prepared to demonstrate that you have what it takes to represent CENTURY 21 in your local community.” - Rick Davidson, President and CEO, Century 21 Real Estate LLC
  4. 4. 68 July 2013 RISMedia’s REAL ESTATE MP: CENTURY 21 has sponsored or advertised at several high-profle events. How does that strategy beneft your brokers and agents? RD: Our marketing initiatives beneft our brokers and agents in several areas. For brokers, we leverage our ad- vertising and sponsorships with such high-profle events as the Super Bowl and U.S. Soccer to develop and de- liver business generation tactics that our franchisees may activate on the local level. For instance, through our partnership as the offcial real estate company of U.S. Soccer, we have developed a “Go Out and List” or GOAL campaign to inspire competition among the agents with- in each offce to capture more listings. We also enable our brokers to leverage public relations by providing them with local news release templates that capitalize on fun survey data that we release. For agents, the ability to use “The Offcial Real Estate Company of U.S. Soccer” on their marketing collateral material opens the door to conversations with soccer moms and dads across America. We also encourage our associates to host Super Bowl parties where our commercials can become topics of conversation among guests. This is yet one more way we deliver value to our System members. For the Indianapolis 500, we leveraged our relation- ship with Sarah Fisher Hartman Racing and its driver, Josef Newgarden, to make an appearance at our Indiana Broker Rally held at the Dallara IndyCar Factory and pro- moted this campaign through our social media channels. The No. 21 car was showcased in our booth at the 2013 ICSC Recon Convention in Las Vegas in May. This type of “SMARTER. BOLDER. FASTER.®” marketing is very ap- pealing to consumers and highly impactful for industry professionals and entrepreneurs. The IndyRacing sponsorship also enabled us to raise a signifcant amount of money for Easter Seals, our philan- thropic partner, by providing brokers and agents the abil- ity to purchase race-day tickets for our corporate suite by contributing through our Indy 500 Easter Seals Champi- ons fundraising page. These types of sponsorships, combined with our tele- vision advertising during the Super Bowl, the Summer Olympics, The Belmont Stakes, The Preakness and the upcoming U.S. Open and Winter Olympics, defnitely con- tribute to our brand’s ability to maintain its lead in aided brand awareness among consumers, a position it has held since 1999. And, this year, I’m thrilled to report that through an ad tracking study completed in 2012 by Millward Brown, a global market research frm, CENTURY 21 was identifed by consumers as “the most respected real estate brand.” This was no surprise to us as CEN- TURY 21 is your trusted community real estate company. The difference today, however, is this trusted source is backed by the most powerful marketing and technology platform in the industry. For our brokers and franchise sales team who are having conversations with agents and companies evaluating their business prospects for the future, these are powerful statements that drive to the heart of our brand value proposition. MP: How do you measure the success of your advertising campaigns? RD: In 2012, we set out to redesign a website that would deliver value to consumers and to our System members. One of the major benefts of our national marketing and advertising initiatives has been an impressive increase “Sponsoring a car in the Indianapolis 500 empowered our agents to have conversations with prospective homebuyers and sellers. The campaign also created a unique opportunity for our company to showcase the value of the CENTURY 21 System to local industry professionals.” - Tracy Hutton, President, CENTURY 21 Scheetz, Indianapolis, Ind. Q: Which of these agencies, if any, is the most respected in the industry? (Multiple- choice question) (Base - Consumers Aware of Brand. Results signifcant at a 90% Confdence level) CENTURY 21 22% RE/MAX Coldwell Banker Prudential Realty Executives Weichert Realtors Keller Williams Real Living ERA 17% 16% 12% 11% 8% 8% 7% 5% Source: Millward Brown 2012 Ad Tracking Survey continued on page 70
  5. 5. RISMedia’s REAL ESTATE July 2013 69 W hile the overall message of the housing recovery is now resonating throughout the country, getting buyers and sellers to act now will take a grassroots effort from each and every real estate professional working in the trenches with clients and prospects. CENTURY 21 President and CEO Rick Davidson suggests brokers and agents arm themselves with important information (right) from the frm’s Spring Seller Survey to help buyers and sellers better understand the dynamic shift occurring in many markets throughout the United States. As the real estate market recovers, the number of homes available for sale remains a challenge for the industry. Listed inventory in April is approximately 14 percent below one year earlier, according to the National Association of REALTORS® , which underscores the dramatic reversal of the previous years’ buyers’ market status. With an increase of buyers coming into the market, the lack of available homes for sale has presented challenges for frst-time and move-up homebuyers. The CENTURY 21 Spring Seller Survey clearly demonstrates increased buyer interest showing that 33 percent of buyers have been searching for a home for more than one year and 42 percent made an offer in the past six months. 8The market is shifting. Home sellers are in a more favorable position. 8Prospective homebuyers are prepared to make concessions on features. 8Consumers are willing to be flexible to close the deal. Spread the Word: Real Estate is Back – Act Now
  6. 6. 70 July 2013 RISMedia’s REAL ESTATE in the number of visitors to century21.com. According to comScore, traffc to century21.com increased by 125 percent in the frst quarter of 2013 versus the same period in 2012. From December 2012 through May 31, 2013, century21.com was the most visited national real estate franchise (and brokerage) website. The result of this increase in visitors is a 31 percent increase in leads generated to our sales professionals throughout the United States. In addition, our brand awareness and pref- erence among consumers are leading indica- tors that our marketing is working. The sheer volume of impressions that are generated through advertising and marketing initiatives is extraordinary. Did you know that over the last two years, the “CENTURY 21 Agent: Smarter. Bolder. Faster.®” campaign has been showcased in front of: 8 The most watched program in American television history (Super Bowl XVI; source: NBC Sports) 8 The most watched event ever in U.S. television history (2012 Summer Olympics in London; source: NBC Sports) 8 The world’s largest single-day spectator sporting event (The Indy 500; source: Indianapolis Motor Speedway) MP: What challenges and opportunities lie ahead for the franchisor of one of the world’s largest real estate sales organization? RD: Growth. Growth of our global franchise system, growth of our brokers’ businesses, and most importantly, growth for our sales professionals’ business. The market has shifted. Sellers are in a much stronger position today. The opportunity for sales professionals to earn more listings and grow market share is here. Our theme for the 2013 Global Conference was “It’s Our Time.” I believe this statement holds true for the entire industry. We recently released the results of our Spring Seller Survey. Our survey results showed that 33 percent of buyers have been searching for a home for more than one year and 42 percent made an offer in the past six months. Our survey indicated that 85 percent of buyers are willing to compromise on amenities, such as a fnished basement or swimming pool, and the same number are willing to go above and beyond to close on a home— things like being fexible with the closing schedule, pur- chasing the home as-is and putting more money down. Based on our survey results, 88 percent of those searching for a home are willing to compromise on location—things like prox- imity to their work, restau- rants and shopping, and friends and family. These results represent a major shift in the attitudes of con- sumers. This represents an extraordinary opportunity to leverage our value propo- sition to homebuyers and sellers by explaining what our platform has to offer and by helping homebuyers and home sellers close the expectations gap. The market today repre- sents the perfect storm for both buyers and sellers. Did you know that the median existing single-family home price rose in 133 out of 150 metropolitan statistical areas (MSAs) based on closings in the frst quarter of 2013 compared with the frst quar- ter last year, while 17 areas had price declines, accord- ing to the National Association of REALTORS®? In the fourth quarter of 2012, a comparable 133 areas showed price increases from a year earlier, greatly improved from the frst quarter of 2012 when prices in only 74 metros were up. This is a dramatic shift from what we experi- enced during the housing crash. The National Association of REALTORS®’ Home Afford- ability Index is 191.7. Due to record affordabilty during the frst quarter of the year, the median income U.S. fam- ily earns almost double what is needed to purchase the median priced home, interest rates remain historically low, so affordability remains very high. Bottom line, the economy is improving and buyers are feeling it. Now is the time for real estate professionals to grow their business and gain marketshare by speak- ing with more prospects and explaining the advantages of buying and selling in today’s market. Those who do will reap the rewards and grow their business faster and more effectively than the competition. RE For more information, please visit Century21.com. Captions continued from page 68 Rick Davidson, CENTURY 21 President CEO

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