Century 21 Blog


CENTURY 21 Global Conference: Owning The Market

By Molly on March 14th, 2013


It was a great second day here in Las Vegas for the CENTURY 21 Global Conference. Beginning at 9:00am System members had access to a full day of training, learning, marketing and networking opportunities, all designed to position CENTURY 21 as the market leader. Though there were several fantastic speakers and facilitators, we wanted to call out a few that really stood out in helping the CENTURY 21 System achieve its goal of being the global leader in real estate transactions.

In the morning’s first session, Kim Wood of The Tech Byte lead a class called “What’s New In The Social Media Zoo.” Kim was a realtor full time until 2012 and started using social media to promote her business in 2007. Kim asked the audience, “Why should you use social media for real estate? Because that is where your clients and prospects are.”

Kim went on to urge the crowd to leverage social media to showcase their local expertise and to really connect with the local community. She continued, “You can’t be everywhere so you need to decide which networks you will use and how often. Ask yourself – What am I going to share? Who am I going to connect with?”

Kim reviewed changes to all of the current popular platforms, including changes to the Facebook news feed, the new header photo on Twitter and the Twitter video app Vine.

In closing, Kim asked the group, “Do you want to be more discoverable online? In the Google page rankings? You can be. Use social media to increase your digital footprint.”

In the second session of the day, Adorna Carroll spoke to a completely packed room about “Listing Like You Mean It.” This session was targeted at listing agents and Adorna talked about the importance of showing your value to the seller. She encouraged the group, “When you show a seller the 100+ things you do as their listing agent, they always want more, not less.”

Adorna talked about the way sellers search for information and try to value their own home. For example, all sellers have looked up their own property on Zillow. She said, “The value you bring to the table is analyzing what is out there on the internet and making sense of it for your clients.”

One of the key takeaways from the session was how you position yourself with prospects. Adorna explained, “At a listing appointment, you are selling value, not price. So stop calling it a listing appointment and start calling it a seller counseling session. You should be talking about everything you offer, everything you know, not just talking about marketing. This type of approach beats a marketing presentation any day.”

Adorna was kind enough to put her entire presentation on the web for free, so if you’d like to check it out in full, visit DynamicDirections.com.

After lunch there was one final learning session and one of the best was lead by John Reyes of Social NetworX. In the session titled “Get More Online Leads With Video,” John emphasized the importance of video marketing in 2013. He shared, “There have been more videos uploaded to YouTube in the last 60 days than the three major U.S. networks created in the past 60 years.”

John talked about the ability to connect with people through video and add a more personal layer to your promotions and marketing. He then demonstrated how easy it is to create home tours or testimonials with two free apps, Videolicious and Magisto.

After creating two videos live on stage, John closed by saying, “If you aren’t shooting video home tours, testimonials and promotions and your competition is, you are losing prospects. Get in the game.”

In the hour between the final learning sessions and the start of the General Session, System members could explore the conference expo, including a station where you could take your very own Smarter. Bolder. Faster. picture!

This photo is a great addition to your website, blog, Facebook business page or Twitter account.

It was an energizing morning full of great tips, actionable next steps and inspiration. Thank you to all of our experts for giving the CENTURY 21 System the knowledge and tools to own the market in 2013.

Post Author

avatar Molly
Molly is a member of the @C21 social media team. When she's not live blogging from conferences or interviewing System members, you can find her reading about interior design, writing restaurant reviews, and imagining what the kitchen will look like in her Parisian dream home.
View all posts by Molly

2 Responses to "CENTURY 21 Global Conference: Owning The Market"

  1. avatar John Lydic says:

    Kim asks why we should use social media for real estate and answers, because that’s where our clients and prospects are. But are we connecting with our clients and prospects? Take a look at your fans, followers and circles. Are we connecting with our clients and prospects, or are we preaching to the choir? The only social interaction between consumers and real estate professionals that I can think of off the top of my head would be Zillow’s Advice and Trulia’s Q & A. Are there any others?


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