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Cooling conditions in some of the traditional Australian key markets and with ever-increasing levels of rivalry mean that it is more important now than ever for agents to have competitive advantage. Century 21 chairman and owner Charles Tarbey unpacks three key initiatives the network provides to get its agents ahead.
1. Tech investment
“Century 21 has always invested heavily into technology,” Mr Tarbey said.
“So our offices were well placed to benefit off the sweeping technological changes and changing consumer habits that have affected the industry over the last decade.”
Mr Tarbey said that it was important to keep abreast of changes and industry dynamics.
He said that this allows for early identification of both growth and problem areas in the business.
“Our focus is on ensuring that our value offering to agents is as strong as it can be.”
2. Saturating marketing
“Our marketing clearly promotes and differentiates our offices in the field. I believe that growth will take care of itself if we do these, and other little things, right.”
To this end, Mr Tarbey points to C21’s recently launched marketing campaign, saying that the initiative was already yielding results.
“We recently launched one of our largest marketing campaigns in Australian history in order to promote the repositioning of our brand. This investment is already benefitting our offices and helping to strengthen the network.”
3. Business support
But Mr Tarbey was also quick to point out that more is required than just talk and attractive branding.
“We have a world-class, real-time CRM that was developed specifically for our agents and offices,” the chairman said, “along with a global website that promotes properties in several languages, aggressive digital marketing, clever use of video and ongoing investment into SEO.
“We believe the C21 network is well supported from a technology standpoint.”
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