According to Bev Thorne, CMO, Century 21 Real Estate LLC, "We're striving to keep the brand relevant to breaking news and pop-culture trends, and in a way and form that keeps it relevant to the target customer." While Century 21 certainly isn't new to social media, she said, the brand has been striving lately to be more frequent and timely and take on issues that are top-of-mind. Thorne said research shows that consumers "are in the range of 20 to 25 percent more likely to remember and consider a brand with a linkage to something in real time."