Selling Through Social: Century 21 Uses Listening to Recruit Franchisees - eMarketer

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eMarketer Interview

Selling Through Social: Century 21 Uses Listening to Recruit Franchisees

Preview from eMarketer PRO

An interview with

Matt Gentile

Global Director, Social Media, Century 21 Real Estate


Interview summary

Century 21 Real Estate, which has an estimated 100,000 affiliated sales professionals across the globe, employs social listening to help grow the company’s franchisees and empower them with insight to sell at the local level. Matt Gentile, Century 21 Real Estate’s global director of social media, spoke with eMarketer’s Jillian Ryan about how his team extracts opportunities from social conversations.


eMarketer: How does Century 21 tap into insights from social conversations to grow its business?

Matt Gentile: We have approximately 100,000 affiliated real estate sales professionals, from Taipei to Tampa Bay—we are truly a global organization. Connecting our social listening really benefits our organization’s overall objectives for quantifiable and measurable outcomes. It’s essential for identifying strategic opportunities and insights that result from listening to ongoing conversations about our brand throughout social media. So, by definition, understanding who our audience is, who our customers are, who our potential franchisees are, and their affiliated sales professionals, is incredibly important.