century 21

Brand Refresh Creates Big Opportunities

by Victor Lund on March 5, 2018

I will always vividly remember riding to a meeting with a large broker in Marin County, California back in 2002ish. We were discussing the brutal competition among brokers in Marin County. At the time, Keller Williams did not have much of a presence in San Francisco or Marin. I was wondering why Keller Williams had failed to grow as they have in other markets. Moreover, Century 21 was conspicuously missing from the market altogether. Coldwell Banker was huge, along with Pacific Union. A bunch of independent brands like Frank Howard Allen and Melissa Bradley Real Estate were performing well in upper Marin. Decker Bullock held their own with the large firms in Southern Marin.


Century 21 touches franchises with 2012 plan

by Victor Lund on April 12, 2012

Century 21

Century 21 is cool. And that is a new thing for a 40-year-old real estate brand. I purchased my primary home from a Century 21 agent because of the agent, not because of the brand. However, in the past few years, Century 21 started looking cool. Being a cynic and a skeptic, I did not really believe that they were cool. Sotheby’s is luxury, Coldwell Banker is business, BH&G is lifestyle, ERA is old school, and Century 21 is Middle America. None of those brands are cool. That changed for me today. WAV Group works with lots of brokers. They are mostly very large brokers and often independent than franchise. We do not have any franchise or non-franchise beliefs. Either way, if you are a broker – you need to make your business strategy work and that’s what we help with. A franchise is immaterial, but if you have one, we will help you leverage it. About 6 years ago, WAV Group began to consult with an 80-agent company called Century 21 Hometown Realty.  The company became a Century 21 franchise in 1978, 7 years after Century 21 got started in Orange County, California. The ownership is local and they are our personal friends.  In spite of the chaos of our industry, Century 21 Hometown Realty now has 350 agents and continues to grow. WAV Group is not responsible for the growth, but we are on the team and that is exciting. I am not sure if we learned more from them or if they learned from us. Either way, it’s working out. Success is like a gift horse. All brokers think about franchising. Some brokers hate franchises, some brokers grow large enough to become franchisors, other brokers love franchises. There is a colorful and healthy array of belief.  Today, I saw the good and healthy side of the Century 21 franchise, and for that I am grateful. They are not slackers. Since joining the company in February of 2010, Rick Davidson has only been in the office about 100 days. The balance of his days was spent traveling the world, meeting the Century 21 owners and agents everywhere. He is doing the hard work of leadership, which is building trust relationships with his flock – 180,000 strong – one at a time. If you believe that great businesses are operated by leaders who know their company – then Davidson […]

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Century 21 announced today that it will provide its U.S.-based real estate professionals with new tools from Market Leader including marketing, lead follow-up and a full CRM platform.  Market Leader and the CENTURY 21 marketing team worked together to define a customized solution, leveraging a number of the integrated building blocks that make up Market Leader’s comprehensive software platform. The base system that will be provided to all agents at no cost while advanced capabilities will be available for high-end producers at a small premium. PRESS RELEASE