Company: Century 21, Parsippany, NJ
Entry Submitted By: Mediacom Search
Company Description: Century 21 Real Estate LLC (century21.com) is the franchisor of the world's largest residential real estate sales organization, providing comprehensive training, management, administrative and marketing support for the CENTURY 21 System. The System is comprised of approximately 8,500 independently owned and operated franchised broker offices in 64 countries and territories worldwide.
Nomination Category: Advertising Categories
Nomination Sub Category: Real Estate - Campaign

Nomination Title: Exceeding Expectations with Relevant Consumer Segmentation

The date on which the media element(s) in this entry was first run, aired, or otherwise made public in the U.S.A.:

March 14, 2008.

Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

http://thestevies.com/ABA09Attachments/Century21/Century21-StevieAwardCreativeSamples.pdf

Century 21 determined that their objectives in 2008 were to drive more leads
while maintaining greater cost efficiency. Effectively – to get more for less.

Home buyers/sellers were targeted. Success metrics were measured by completed
lead forms to contact an agent/office or list a property on Century21.com. The
strategy used to accomplish these goals was Relevant Consumer Segmentation.
This involved determining where keywords fit into the purchase funnel, by
emphasizing the customers’ needs and wants, not just focusing on the initial
keyword search – which is common practice.

With a sound marketing strategy and a strong, integrated client/agency
relationship, both goals were successfully achieved.

Monthly average lead volume, and the potential customer base, increased year-
over-year by 40%, while monthly cost-per-lead decreased by 32%. This was
achieved with 5% less average monthly spend.

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Agency Team:
Mike Wachsnicht, Search Director, MediaCom Search
Alessandra Wallace, Associate Search Director, MediaCom Search
Natalie Egorov, Search Manager, MediaCom Search
Mike Solomonov, Search Manager, MediaCom Search
Stephanie Nahas, Search Specialist, MediaCom Search

Client Contact:
Evan Blittner, Online Marketing Manager, Century 21