An Anniversary and Proof Change Was Good

avatarthumbnail.jpgThis week marks the one-year anniversary of my move to RE/MAX from Century 21. Usually an agent’s move from one brokerage to another is all but invisible to the general public, aside from different color signs and business cards. But for me there were some tangible reasons to make the switch.

Prime among them was the fact RE/MAX appeared to embrace the very technology that Century 21 didn’t seem to understand – the Internet. You can fear the web or leverage it and more often than not Century 21 opted for the latter.

Apparently, that’s finally changed. According to a headline on Inman News, Century 21 is going to abandon television ads in favor of building it’s online presence. The news, to be quite honest, makes me even more happy that I left.

Why?

  • The problem wasn’t television ads in general. It’s the ads being run. Remember the wife yelling at her husband in the kitchen while the agent was on speakerphone? People HATED that commercial with a passion. And don’t get me started on the ads that minimized the value of searching for real estate online which, of course, now Century 21 hopes people will do on their site.
  • Open houses don’t work. In 2007, Century 21 set out to increase its market share here in the Valley. The marketing methodology? Increased radio ads and a heck of a lot of open house weekends – three or four, if memory serves. Needless to say, the strategy didn’t work particularly well.
  • Welcome to the third quarter. While it’s never too late to get into building an online marketing presence in the real estate world, it’s awfully late in the game. This is what Century 21 should have been doing years ago instead of waiting until now.

It’s also of note, at least to me, that other brokerages are able to build an online presence while still advertising on radio and television even as Century 21 abandons the strategy.

[tags]Phoenix real estate, Century 21, REMAX[/tags]

About Jonathan

Jonathan Dalton is a 30-plus-year resident of the Valley and has been helping folks buy and sell homes since 2004. He can be reached at 602-502-9693 or info at allphoenixrealestate.com.