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Sign into your accountBrand Refresh Creates Big Opportunities for Century 21
March 07 2018
I will always vividly remember riding to a meeting with a large broker in Marin County, Calif. back in 2002-ish. We were discussing the brutal competition among brokers in Marin County. At the time, Keller Williams did not have much of a presence in San Francisco or Marin. I wondered why Keller Williams had failed to grow as they had in other markets. Moreover, Century 21 was conspicuously missing from the market altogether. Coldwell Banker was huge, along with Pacific Union. A bunch of independent brands like Frank Howard Allen and Melissa Bradley Real Estate were performing well in upper Marin. Decker Bullock held their own with the large firms in southern Marin.
The answer to my question about Century 21 was profound: "No self-respecting agent in Marin County would ever walk around in a gold blazer." In that short sentence, this broker captured everything that challenged the Century 21 brand. Even Tiger Woods could not pull it off.