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Referrals and Specialty Markets
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Creating Referrals through Specialty Markets
Creating Referrals through Specialty Markets
CENTURY 21® New Construction
Many transferees today want newly constructed homes, so why not make the connection with the CENTURY 21 New
Construction program? In the past, builders didn’t go after a corporate marketing tool, but just put up signs in the
yards, with or without a local real estate office, and waited for customers. They depended on their sales managers to
drive traffic. Now with the CENTURY 21 New Construction brand extension, brokers and sales associates will be
better positioned to work with builders on new construction while representing buyers in the purchase of new homes.
Capitalize on the lucrative "new construction" market. This program provides the ins and outs of working with
builders and new home construction buyers and offers designated offices the best tools, systems and services in the
industry for marketing and selling new construction homes.
These include:
 On-line exposure via www.Century21.com
 Marketing materials (Brochures, presentation folders, postcards, press release templates, etc.)
 Color and Black & White logos and other materials
 Traditional and gold embossed stationery and business cards
 And much more
Training: This five-module, self-paced course walks participants through a detailed, step-by-step explanation of the
new home construction process, and will help attendees:
 Identify and quantify new home sales opportunities in surrounding market areas
 Gain knowledge on how to help increase new home construction sales by better identifying new home
advantages over a resale home to their clients
 Develop partnerships with builders
 Foster relationships with builders to represent them and to market, sell and service their needs.
Use this program in your local business development activities and share your commitment and expertise on new
construction as you call upon the Human Resource Directors at local businesses.
To learn more about the program, go to www.21Online.com, CENTURY 21 SYSTEM, Programs & Services,
Specialty Markets, then CENTURY 21 New Construction.
National Hispanic Marketing
The Hispanic market has a significant component of first-time homebuyers who need to be educated about the real
estate process. Century 21 Real Estate LLC has begun to market directly to this community through national media
and strategies. Some interesting statistics to note, about the Hispanic Market, from the 2000 U.S. Census Bureau,
include the following:
 Accounted for 40% of nation’s growth from 1990-2000
 Accounted for 13.6% of the total U.S. population from 1990-2000
 31% have household incomes of $50,000 or more
 13% have household incomes of $75,000 or more
 46.3% Homeownership Rate
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Only 16% have mortgages, most pay in cash!
How real estate professionals approach the Hispanic home-buying community is crucial. According to the National
Association of Hispanic Real Estate Professionals (NAHREP), some of the considerations real estate professionals
should consider before dealing with potential Hispanic homeowners include the following:
 65 percent prefer to conduct business in Spanish
 78 percent prefer to work with Hispanic real estate agents and loan officers
 73 percent prefer to do business with Hispanic lenders
While these statistics may pose potential challenges for some real estate firms, there are numerous ways to reach the
Hispanic home-buying community. These efforts include: home-buying and credit counseling made available in
heavily populated Hispanic communities; developing a marketing campaign that embraces cultural diversity;
encouraging bilingual training for brokers; offering finance options that recognize diverse needs and credit histories;
and reaching out to potential homebuyers with Spanish-language collateral -- brochures, dictionaries, borrowereducation material - to ensure the comprehension of the overall real estate transaction process.
Advertising: This year, new Spanish-language commercials are airing on the three largest Hispanic television
networks - Telemundo, Telefutura and Univision. These commercials will highlight the real estate professional using
CENTURY 21® brand tools in the role of a trusted advisor responding to the unique needs of the Hispanic first time
homebuyer. View the expanded television schedule, which targets consumers during popular early morning,
primetime and weekend programming by logging on to 21Online.com.
In addition, the CENTURY 21 System's Spanish language Web site, www.Century21Espanol.com, gives Spanishspeaking customers the real estate information they want and need.
For more information on how real estate professionals can reach out to Hispanic homebuyers, consider becoming a
member of the National Association of Hispanic Real Estate Professionals (www.nahrep.org). Think about the local
businesses your Relocation Director or Business Development Director may decide to call upon in your market with
Spanish-speaking employees. This unique program may assist in securing new accounts and leads through your
relocation department out to your sales associates.
For more information, go to www.21Online.com, CENTURY 21
Marketing, National Segment Marketing, Hispanic Marketing.
SYSTEM, Programs & Services, National
CENTURY 21 Fine Homes and EstatesSM
The CENTURY 21 Fine Homes & Estates specialty market program helps CENTURY 21 brokers and sales associates
work with affluent buyers and sellers. This program includes the tools and techniques needed to sell top-tier homes.
This year, the program has been enhanced to accommodate the unique needs of brokers and sales associates who work
with this affluent niche.
Members of the CENTURY 21 Fine Homes & Estates program have access to leading training and marketing
tools, including:
 Custom listing publication - This 32-page luxury property magazine allows all System offices with
luxury listings above $500,000 to showcase their most prominent homes, and is a great tool for
listing presentations and farming efforts
 Training course - This learning program, offered through the CENTURY 21 Learning System
(CLS), provides System members with the skills needed to increase the number of opportunities with
affluent clientele in the luxury homes marketplace
 Luxury Sales Statistics Sheets - These sheets promote the strength of the CENTURY 21 Fine
Homes & Estates designation to high-end prospects, and can be printed out to be used as marketing
flyers, or downloaded for use in listing presentations
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Luxury Home Marketing Plan - This plan can assist System members in marketing to potential
clients in this exclusive niche
National Marketing Opportunities - The 2006 Fine Homes & Estates co-op advertising program is
better than ever! There are new and exciting publications that have been added to the program. Wall
Street Journal, New York Times, and the Fine Homes & Estates Magazine are again included in the
advertising schedule. The Robb Report Collection and USA Today eastern edition have also been
added. There is even an added value bonus opportunity for some properties to be featured in the
International edition of the Wall Street Journal! For more information view the 2006 Luxury Home
Advertising Schedule and Brochure on 21Online.
Local Marketing Materials - Capitalize on the distinctive CENTURY 21 Fine Homes & Estatessm
marketing collateral to make a sale or secure a buyer, or develop your own marketing materials.
Also take advantage of template press releases to let local news outlets know that you've joined the
CENTURY 21 Fine Homes & Estates program or listed a luxury property.
CENTURY 21 Fine Homes & Estates has also partnered with the premier horse racing property, the National
Thoroughbred Racing Association (NTRA) to be the Official Real Estate sponsor. This valuable opportunity was
gained as part of the 2006 television media buy, with no incremental cost to the System. The CENTURY 21 System
will be leveraging the Fine Homes and Estates brand through direct marketing to NTRA professionals, horse owners
and high-end clientele.
Through this sponsorship, CENTURY 21 Fine Homes & Estates will receive access to several promotional initiatives,
inclusion at the Eclipse Awards (the NTRA's version of the Grammy Awards), television/interactive media and race
day events. The CENTURY 21 Winner's Circle will be featured at several races throughout the year and during in
show coverage with ABC and ESPN/ESPN2. CENTURY 21 Fine Homes & Estates will also be the Official Real
Estate Sponsor of the 2006 Breeder's Cup to be held November 4 at Churchill Downs in Louisville, KY.
Think of ways that your relocation department could promote your upscale “corporate listings” using this program, as
well as with local business development activities. Go to www.21Online.com, CENTURY 21 SYSTEM, Programs &
Services, Specialty Markets, Fine Homes & Estates, for details on the application process and advertising
opportunities.
CENTURY 21 MatureMovesSM
People are living longer, fuller lives. The mature adult population is expected to exceed 65 million by 2020! System
members can tap into this growing market by becoming CENTURY 21 MatureMoves Specialists.
This program offers training, tools and marketing collateral designed to help you reach this emerging market segment.
As these consumers retire, relocate or downsize their home, they could provide some excellent leads through the
relocation department out to your sales associates. As the relocation department generated these leads using the
marketing materials, a referral fee could be paid to the relocation department on these “company generated” leads.
Use this program when calling on Assisted Living facilities, for example. Individuals thinking of moving into one of
these communities may have a home to sell first.
To become a CENTURY 21 MatureMoves Specialist, simply pass the program certification test, which is now
available via the CENTURY 21 Learning System® (CLSTM). System members who pass the certification test will
receive a CENTURY 21 MatureMoves Specialist certificate. Certified CENTURY 21 MatureMoves Specialists also
have the advantage of choosing to display "MatureMoves Specialist" on their business cards.
CENTURY 21 System members who complete the CENTURY 21 MatureMoves Specialist course also receive
significant advantages with the Senior Advantage Real Estate Council (SAREC). The CENTURY 21 MatureMoves
program can be used as a substitute for the live lecture portion of the Senior Real Estate Specialist (SRES) program.
After completing the CENTURY 21® MatureMoves course, System members must complete an application form for
the SRES program. Please contact SAREC at 800-500-4564 with any questions. (Please note: System members must
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submit a copy of the CENTURY 21® MatureMoves Specialist certificate as proof of course completion. Once your
application is completed and submitted, SAREC will send you a learning manual and support materials for the SRES
program. )
In addition, the following resources are available on 21Online.com for program Specialists:
 Farming letter – excellent way to reach out to mature consumers in your market
 Extensive Home Checklist - learn about the special home and floor plan needs of mature consumers.
 Template Press Releases - Tools to help you let local news outlets know that you've become a
MatureMovesSM agent of have been selected to market a retirement or assisted living community
Let your local news outlets know when your office has joined the CENTURY 21 MatureMove’s program. Complete
the press release template that is online and send to your local newspaper. Learn more by going to
www.21Online.com, CENTURY 21 SYSTEM, Programs & Services, Specialty Markets, CENTURY 21
MatureMoves.
CENTURY 21 Commercial
The CENTURY 21Commercial specialty market program can help System members specialize in the sale and
marketing of mid-priced commercial properties, including land for development, industrial sites, retail sites,
apartments, farms, ranches, hotels and motels. CENTURY 21 Commercial offices have the opportunity to advertise
their commercial listings in The Wall Street Journal. In addition, CENTURY 21 Commercial properties that are input
into CREST EDG through the Commercial Property Input screens will automatically be exported to LoopNet.com for
population on their Website. This program between Century 21 Real Estate LLC and LoopNet.com will provide more
exposure for your commercial listings.
Cityfeet
Starting in late January 2006, CENTURY 21 Commercial will partner with Cityfeet.com, a premier online marketing
resource for commercial real estate availabilities throughout the United States. Cityfeet.com powers the commercial
real estate database for the nation's most prominent newspapers and has a national presence with over 45 exclusive
online partners.
2006 Commercial Conference
The 2006 Commercial Conference will be held at The Orleans Hotel & Casino, Las Vegas, Nevada from September
18 - 21. This annual event provides new and experienced CENTURY 21 System members who are interested in
broadening their knowledge of Commercial real estate with a variety of educational and networking opportunities.
Local Marketing Materials
CENTURY 21 Commercial members have access to the Real Estate Investment Journal (REIJ), a customizable, bimonthly electronic newsletter, to stay in touch with past clients or expand their book of business. Commercial sell
sheets are also available to use as marketing flyers or in listing presentations to promote the strength of CENTURY 21
Commercial to prospects. Don’t forget to then provide detailed information on your company’s relocation services.
Where are the residential leads going associated with the expansion or relocation of your commercial customers?
There should be a smooth handoff of these leads to your relocation department. Utilize the top-notch marketing tools
mentioned above and partner with those on the commercial side of your company.
For more information, go to www.21Online.com, CENTURY 21 SYSTEM, Programs & Services, Specialty Markets,
CENTURY 21 Commercial.
CENTURY 21 Recreational PropertiesSM
Get ready for the Baby Boomers. When the demand for second homes hits an all-time high, be prepared with
CENTURY 21 Recreational Properties, the marketing program for vacation and second homes. Some consumers will
purchase their second home with the intent to sell their “primary residence” in a few months or few years. Stay in
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touch with these consumers/purchasers and build a book of future referral business as these past customers begin
selling their “first residence”.
It's all in the marketing they say… Review the Recreational Properties logo and related marketing materials, including
brochures, stationary and signage. These are designed to help System members excel in this niche market. Those
interested in recreational properties may also capitalize on the System's relationship with The Wall Street Journal and
Unique Homes magazine.
Some Tips for Success in the Recreation Market
Clients generally vacation in an area several times, or even for years, before deciding to buy a recreational home, so
cultivating relationships is the key to success. Here are some ideas on how to make those crucial contacts:
 Network in your community. You offer the answers and the insights. Provide added value and service. Offer
your potential customers free or discounted tickets to events, such as concerts, area attractions or recreational
activities. Make sure your customer knows the best the area has to offer, such as restaurants, golfing, tennis or
fishing.
 Hold Recreational Properties open houses or seminars. Find partners to stretch your advertising dollars, such
as retailers, restaurants, attractions and tourism divisions.
 Send a personalized note once they've returned from vacation.
Leads that the relocation department generates from this program could be referred to your sales associates with a
referral fee paid back to the department on this “company generated business”.
Relocation Resources Manual
Creating Referrals from Specialty Markets.doc (Updated 2006)