RISMedia's Real Estate Magazine

MAY 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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sees, agents and overall closed transaction sides. Overall, we intend to grow our brand and our franchise owners' businesses by putting the consumer and their experience at the forefront of everything we do. We know that consumers remember their experiences with a brand more than they recall specific features of the product or service. For example, think about the last time you stayed at a hotel. Most hotels have a functioning shower and bathroom and a clean bed. That's transac - tional. You pay your room rate and taxes, and leave the following morning. Experiential is the bellhop welcoming you with a smile and the front desk manager who offers bottled water as she walks you to the room while explain - ing the property's features as they relate to your personal preferences. It's complimentary high-speed WiFi through - out the hotel, including the health club. By moving to the experiential, we are overcommitting to delivering extraordinary experiences to C21-affiliated franchisees, brokers and agents, to other sales professionals looking to join the relentless, and throughout every consumer touchpoint from the very beginning of the relationship to the closing, and then thereafter until the next real es - tate need arises. We want to transform homebuyer and seller complacency in choosing an agent to a mindset where they expect this level of extraordinary service from their real estate professional. We want consumers to Last year, the CENTURY 21 System "put the industry on notice" when the global franchisor unleashed its first brand identity and re- invention since brokers Art Bartlett and Marsh Fisher established the CENTURY 21 brand in Orange County, Calif., in 1971. Now, the C21 brand intends to transform what is generally accepted to come with the most stress among homebuyers, sellers and the agents that represent them: the closing experience. "We are seizing the op- portunity to 'own the clos- ing' and create emotional moments buyers and sell- ers will talk about, share online and remember when their next real estate need arises," explains Cara Whit- ley, Century 21 Real Estate's chief marketing officer. "The closing is a real opportunity to celebrate, and we are going to elevate this touch- point to an experi- ence that one of the largest investments most people make in a lifetime deserves." The CENTURY 21 brand recently un- veiled its plans to lead the industry in changing the unin- spiring real estate closing from uneventful to enjoy- able. "Emotional experienc- es are the biggest drivers of satisfaction, and they are the ones that trigger repeat purchases and long-term loyalty," adds Whitley. "The days of the homebuyer and seller viewing the closing as stressful are numbered." To start, the brand will el- evate homebuyer and seller satisfaction by enabling C21- affiliated agents to deliver a memorable experience with high-end personalized clos- ing materials. Each element was designed to be unique, customizable, portable and sophisticated. The closing materials were unveiled at the brand's One21® Experi- ence in Las Vegas this past March. "The clients and custom- ers of the relentless CEN- TURY 21 agents will feel surprise and delight. They'll leave the closing feeling inspired to share and talk about the materials online and with family and friends," adds Whitley. "These us- er-generated stories and conversations about our di- rection to own the closing will be authentic and will amount to the best word-of- mouth marketing we could hope for." A L W AY S E L E VA T I N G : T H E C L O S I N G E X P E R I E N C E RISMedia's REAL ESTATE May 2019 31 Terry Swanson and his team at CENTURY 21 Results deliver a champagne closing experience (see "Always Elevating," page 30) Delivering an extraordinary experience also meant hallway engagement and activities including this interactive step-and-repeat where attendees gathered to network and receive C21 schwag.

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