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Lucien Salvant is managing editor, special projects, for REALTOR® Magazine, and also edits the "For Manager’s" section. Send corporate news—not fluff—to lsalvant@realtors.org.
| | By Ringo!
Century 21 Drumming Up Recruitment Support
It's also been an acquisitive summer.
BY LUCIEN SALVANT
Ex-Beatle Beating the Band for Century 21 Franchise
Century 21 is rocking and rolling out its annual recruitment campaign this month, again featuring ex-Beatle drummer Ringo Starr in the lead. The recruitment campaign is designed to attract the best and brightest to the country’s largest real estates franchise.
Starr and his All Starr Band got a beat on starting the campaign with a couple of live performances on NBC’s Today Show earlier this month and on CBS’s News MarketWatch Weekend this past Saturday.
Why Ringo? Says Anica Archip, Century 21 advertising consultant: “Music is a fantastic corporate sponsorship vehicle for reaching a variety of demographic groups. Ringo and the All Starrs are appropriate because they have such a cross-generational appeal.”
Century 21 spokespersons said the recruitment program is aimed at three demographic groups: successful experienced real estate pros, new salespeople who are in real estate school or have been in the business less than a year, and newbies just coming into the profession.
For seasoned pros, the program will emphasize career growth and support as well as the strength of the Century 21 brand, says Archip. For the newbies, it’s about getting their careers started on the right Century 21 foot, she said.
As they did last year, Starr and his band are taking the Century 21 show on the road for a franchised-sponsored tour of major cities, though the itinerary has not been released yet. Starr is also featured in the recruitment kit materials that will be distributed to broker offices. A CD-ROM stars Ringo discussing what it takes to be the best and how to recruit the best—whether a drummer or a real estate pro.
Century 21 is also using the campaign to highlight its Career Development System—the online service for the franchise’s brokers and sales associates that allows them to pursue continuing education, engage in business planning, develop skill sets, and connect with coaches and mentors.
A busy, expansionist summer
NRT has moved into two new markets in a dramatic way, not letting the dog days of summer slow them it down. In the Salt Lake City area, NRT acquired three leading companies that will give the Coldwell Banker brand a dominant face in the metro area. NRT has brought Mansell and Associates Inc. and Wardley GMAC Real Estate together with Coldwell Banker Premier Realty; the new group will operate as Coldwell Banker Residential Brokerage.
Dave Mansell, head of Mansell and Associates, will be president and chief operating officer for the new company, while Al Mansell will be the new CEO. Scott Webber, head of CB Premier, will join Wardley’s Lynn Wardley on the new company’s leadership team. On 2000 figures, the new entity boasts a combined $3 billion sales volume and 18,600 transactions sides, with 38 offices and more than 1,900 sales associates.
It was the first Utah venture for NRT, the acquisition arm of Cendant Corp., which owns the Coldwell Banker, Century 21, and ERA brands.
The company also pulled together two big players in the Columbus, Ohio, market: King Thompson, REALTORS , and Coldwell Banker Grand Traditions will operate as Coldwell Banker King Thompson. The two companies in 2000 showed a combined $1.4 billion in sales volume and 8,500 closed transaction sides, with 23 offices and more than 700 salespeople.
Patrick Grabill, chairman of King Thompson, will be the CEO of the new entity; Mike Huntley, president of King Thompson, will be new president and chief operating officer. John W. “Jack” Myers, head of Coldwell Banker Grand Traditions, will act as senior management consultant; his sons, John and Mike, will also serve on the management team.
California has also been a busy expansion ground for several large companies this summer. Windermere Real Estate, the Pacific Northwest behemoth, has opened several new offices on the West Coast in the past seven months. The latest is Windermere Preferred Properties in the posh Carmel, Calif., market. Owned and operated since 1989 as a Fred Sands office by real estate veteran Deen Rowe, the 15-person company specializes in Pebble Beach and Carmel homes that range from $300,000 to $25 million.
SOMA/Living, which has pioneered the real estate storefront concept, opened two new shops in the Marin County and Fremont environs this month. That brings the Bay Area total to four stores opened within the past six months. Karl Sopke, president and CEO of SOMA/Living, said the company is preparing to open a store in Oakland during the fall. | |
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