IMG Digital Group is a digital media consultancy built to serve today’s businesses and brands. The group was formed to help business leaders answer the question, what is my social media / digital strategy? Whether your business objectives are to grow your social sphere, increase website traffic, or generate more business leads, we are here to help.
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IMG Digital Group - Using Listening to Recruit
1. Selling Through Social: Century 21 Uses Listening
to Recruit Franchisees
AN INTERVIEW WITH:
Matt Gentile
Global Director, Social Media, Century 21 Real Estate
January 14, 2016
Century 21 Real Estate, which has an estimated 100,000 affiliated sales professionals across
the globe, employs social listening to help grow the company’s franchisees and empower them
with insight to sell at the local level. Matt Gentile, Century 21 Real Estate’s global director of
social media, spoke with eMarketer’s Jillian Ryan about how his team extracts opportunities
from social conversations.
eMarketer: How does Century 21 tap into insights from social conversations to grow its
business?
Matt Gentile: We have approximately 100,000 affiliated real estate sales professionals, from
Taipei to Tampa Bay—we are truly a global organization. Connecting our social listening really
benefits our organization’s overall objectives for quantifiable and measurable outcomes. It’s
essential for identifying strategic opportunities and insights that result from listening to ongoing
conversations about our brand throughout social media. So, by definition, understanding who
our audience is, who our customers are, who our potential franchisees are, and their affiliated
sales professionals, is incredibly important.
“At tradeshows and events, for example, we track
conversations by hashtag and display those conversations
on monitors at our booth.”
When we analyze all of the relevant conversations we uncover, we look at that at more of an
aggregate level because we can direct it via geography. We’re using it at the brand level to
look at specific marketplaces and understand conversations that are occurring as they relate to
the broader real estate industry.