November 27, 2010

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Century 21 Wins Stevie Award


Century 21 Real Estate LLC has received a 2009 Stevie® Award at the 7th Annual American Business Awards, in part due to its decision earlier this year to push its advertising online.

According to a press release from the company, the award recognises Century 21 for its work with MediaCom Search, a division of MediaCom Interaction, in exceeding expectations with relevant consumer segmentation in the real estate category.

Bev Thorne, senior vice president, marketing, at Century 21 Real Estate LLC, said the award was due to the company’s decision earlier this year to shift most of their advertising online. And the results have so far been good:

“We took a leadership position this year by moving the majority of our advertising online. The market data and this award clearly indicate that our strategic shift to online advertising is providing enhanced value to the CENTURY 21 System. Through an increasingly efficient and robust online advertising strategy, we have managed to increase monthly average lead volume and the potential customer base by 40% since last year, while decreasing monthly cost-per-lead by 32%.”

To accomplish its goal of driving more leads while maintaining greater cost efficiency, Century 21 Real Estate LLC developed a paid search campaign around the traditional purchase cycle, with a focus on current and potential customers’ needs and wants.

“The incorporation of relevant consumer segmentation and the integration of search into the overall marketing mix is what made this a winning strategy,” said Patrick Bonomo, managing director, MediaCom Search. ”Positioning CENTURY 21 brokers and agents as a resource to consumers in their real estate transaction was key. Ultimately, the achieved goal was to move the customer through successive searches, thereby leading to increased purchase intent and brand loyalty.”

The Stevie® Award honors and generates public recognition of the achievements and positive contributions of organizations and business people worldwide. The American Business Awards are governed by a Board of Distinguished Judges & Advisors that features many of the leading figures in American business.


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