View Media Group (VMG) and Century 21 Australasia have announced a strategic partnership aimed at revolutionising digital marketing in the real estate sector. The collaboration marks a key milestone as VMG’s market-leading Acquire platform is integrated into Century 21’s proprietary CRM ‘eSales’.
Acquire is VMG’s custom performance marketing solution that is white-labeled and fully integrated within a residential agent’s digital ecosystem to automate vendor campaigns, agent branding campaigns, property management and even recruiting campaigns.
However, this marks the first time that Acquire will embed its platform directly into its clients' CRM, delivering a full suite of capabilities to Century 21 agents and offices within their own environment. The collaboration, branded as C21 Edge, will provide a powerful listings advantage to Century 21 agents across Australia and New Zealand.
C21 Edge's multi-channel reach is a huge advantage for Century 21 agents, as it scales audience engagement through a comprehensive media strategy that includes social, display and native advertising, in both static and compelling video formats, reaching potential buyers and sellers wherever and whenever they are online, directing users to the Century 21 website where they can interact directly with the Century 21 brand and contact an agent.
Simply put, with the click of a button, end-to-end digital marketing automation runs from the eSales CRM environment, generating valuable campaign data, customer insights, leads and ratings back to your CRM.
The integration process between VMG and Century 21 Australasia has been highly collaborative, resulting in a product that is truly embedded within Century 21’s operations.
“Integrating VMG's Acquire product into our proprietary business platform makes the product truly ours, enabling us to deliver powerful outcomes for our vendors and agents through automated, multi-channel digital advertising,” said Tania Minchella, CEO of Combined Franchise Services, which operates Century 21 Australasia and Better Homes and Gardens Real Estate.
“VMG is excited to partner with Century 21 Australasia to deliver our market leading Acquire platform within their proprietary CRM, eSales. The program, called C21 Edge, delivers a level of digital marketing sophistication never before offered as a push button solution within a client's own CRM. Our team has been working tirelessly to bring this vision to life, launching at the 2024 Century 21 Convention in Melbourne,” said Trent Casson, Managing Director, Residential, View Media Group.
“Our account partner team will be jumping into Century 21’s office network as campaigns roll out, serving agents at the office level. C21 Edge is
“It provides true listing advantage to the CENTURY 21 agent community and gives vendors a level of sophistication and targeting that was previously only possible with larger budgets and teams. Helping CENTURY 21 consolidate and leverage the vast amount of vendor paid advertising that runs through its network and pass all of the benefits back to CENTURY 21 agents and the masterbrand is something we are extremely proud of and aligns perfectly with VMG's philosophy of building agents' businesses on the foundation of vendor paid advertising.”
C21 Edge leverages Century 21's customer database and third-party data to identify and target audiences looking to buy real estate, driving the right traffic to Century 21's website through multiple channels. These sophisticated campaigns are optimized to find audiences who highly engage with Century 21's website content, leading to meaningful interactions and increased Open for Inspection (OFI) attendance.
C21 Edge also leverages VMG's proprietary predictive models, combining them with partner data from leading platforms such as Meta, Google, Taboola, Microsoft and many other specialist companies. This strategy enables Century 21 to identify and target audiences with high real estate intent, expanding its reach beyond traditional real estate portals.
