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The partnership between the property listings portal and the ANZ network aims to “revolutionise digital marketing in the real estate sector”.
In a first for View Media Group’s (VMG) white-labelled performance marketing solution, VMG said the partnership would mean an integration of VMG’s Acquire platform into Century 21’s proprietary CRM, eSales.
While VMG’s Acquire is already providing automation of vendor campaigns, agent branding campaigns, property management and recruitment, VMG explained it’s the first time Acquire has been directly embedded into a customer’s CRM, and therefore able to provide “the full suite of functionality to Century 21 agents and offices within their own environment”.
With the new capability to be branded as C21 Edge, the white label technology product is being touted as providing “a powerful listing advantage” to the network’s agents across Australia and New Zealand.
VMG lauded the integration process between itself and Century 21 Australasia as “highly collaborative” – a sentiment echoed by Combined Franchise Services CEO (Century 21 Australasia and Better Homes and Gardens Real Estate) Tania Minchella, who said the integration into their proprietary business platforms “means that the product is truly ours”.
“The platform allows us to drive strong outcomes for our vendors and agents through automated multichannel digital advertising,” she said.
For Trent Casson, the managing director of residential at View Media Group, the partnership and associated program “brings a level of digital marketing sophistication never before offered as a push button solution within a client’s own CRM”.
With C21 Edge launched in Melbourne at the 2024 Century 21 Convention, the new offering will reportedly extend the network’s reach “beyond traditional real estate portals”.
In the next step of the partnership, Casson said VMG’s team of account partners would “be sweeping into the Century 21 office network to service agents at office level to support agents as the campaigns roll out”.
Adding that C21 Edge would also deliver a genuine listing advantage, the director remarked that “helping Century 21 consolidate and leverage the vast amounts of vendor paid advertising that runs through the network and driving all the benefits back to Century 21 agents and the master brand is something we are incredibly proud of”.
In addition, Casson said it “aligns perfectly with the VMG philosophy of building agent’s businesses off the back of vendor paid advertising”.
Century 21 Australasia joins a number of other real estate businesses that have become VMG Acquire partners, including Buxton Real Estate (Buxton Connect); Stone Real Estate (Stone Digital); Woodards Real Estate (Woodards Amplify); Place Estate Agents (Place Pulse Digital); Kay & Burton (K&B Digital); Hodges Real Estate (Hodges Reach); Abercrombys Real Estate (Abercromby’s Advantage); and Chisholm & Gamon (C&G Focus).
ABOUT THE AUTHOR
Grace Ormsby
Grace is a journalist across Momentum property and investment brands. Grace joined Momentum Media in 2018, bringing with her a Bachelor of Laws and a Bachelor of Communication (Journalism) from the University of Newcastle. She’s passionate about delivering easy to digest information and content relevant to her key audiences and stakeholders.
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