The ongoing Mobile Insider Summit in Lake Tahoe has scored with brand case studies that haven’t been told at every other mobile show.
Century 21 is one of those.
Michael Callaghan, VP of Digital and Strategic Marketing (is there any other kind?), believes that mobile gives Century 21 an opportunity to modernize its brand.
“On the 40th anniversary of Century 21, we want to go from the old fashioned gold jacket to mobile and innovation,” he said.
Michael said that 10 percent of Century 21's marketing budget is for mobile.
Century 21 agents, who are independent contractors, can get own branded app and text keyword.
According to Michael, Century 21 mobile users want "precise information that is immediate and robust - they are not browsing"
One of Michael’s lessons – he originally picked the wrong mobile vendor, "someone who didn't know our business".
“It’s more than finding an app maker,” he said.