A little more than two years ago, Century 21 took its name to heart and ditched all of its advertising in 20th-century media, such as TV, in favor of digital ads. (It has since softened that position somewhat.)
That decision was made separately from the PR and social media division, says Matt Gentile, director of PR and social media for Century 21. But “there’s a logical connection to be made” between that advertising decision and the company’s social media push, he says.
“Certainly social and mobile are playing a major role in where we’re trying to put our message,” Gentile says. “We saw that social media is playing an important role in how consumers are getting their real estate information.”
As the company’s chief marketing officer, Bev Thorne, told SmartBlog on Social Media last month, no one piece of the puzzle is more important than any other. “Each channel serves its own purpose,” says Gentile.
The newest piece, the @C21 Home Matters blog, launched in February.