Taking A Closer Look At New Century 21 Initiatives

Due to the instability of the real estate market, many firms are choosing a safe route to stay afloat. Century 21, on the other hand, started raising standards, including the reintroduction of the company’s “gold jacket” and the upcoming “Open House Month” initiative. The company hopes aggressive campaigning will improve sales while maintaining their benchmark “Gold Standard.”

Why Change The Current Century 21 Initiatives?

In order to win over the trust of the public, Century 21 needs to raise the level of quality and excellence. Century 21 refers to this level as the “Gold Standard." Part of this starts with the gold jacket, proving that Century 21 is serious about the commitment to providing clients with the best possible values.

Additionally, despite a wavering market, the Gold Standard is going nationwide with the “Open House Month” initiative in April. The idea is to bring buyers and sellers together with Century 21 agents, encouraging clients to buy available houses. While some argue that open houses are beginning to lose their importance, Century 21 allows buyers and sellers to discuss the market and what works for them.

How Century 21 Initiatives Affect The Market

The iconic Century 21 gold jacket is just one of the ways in which they are attempting to make a comeback in the real estate business during tough times. The jacket represents a higher level of performance, value and professionalism -- exactly what the company wants its clients to feel when they hire them.

While these initiatives have been implemented on a national level, the company is pushing local Realtors to establish relationships in their communities and get the word out about these changes.

Moreover, these Realtors need to explain what is really going on in the market and be truthful about real estate opportunities. After all, when you are trying to build trust, the last thing you want is to let clients down by avoiding the truth.

What These Changes Mean For Real Estate

Although it may seem like a stunt to do something like bring back a familiar blazer, the fact remains that Century 21 is responding to the real estate crisis with action. By spending more on their marketing, Century 21 is making sure to optimize their marketing campaigns and effectively targeting customers.

Essentially, instead of waiting for the turnaround in the market, the company is preparing itself for the onslaught of foreclosures that could lead to sales from people ready to buy. This means creating a strong message for Realtors to spread on a local level -- and that starts with wearing a certain gold jacket.