Century 21 Australia is experiencing the fastest pace of network growth in the company’s history, with on average, almost one new office joining the real estate group each week since the start of 2012.
During challenging market conditions, the size of the network has grown by over 12 per cent in Australia in 2012, which is in addition to the 44 offices now integrated with the group following the recent acquisition of Century 21 New Zealand.
“With the Australian real estate industry as competitive as ever, three years ago Century 21 Australia began investing record sums into new technologies, marketing campaigns, search engine optimisation and training to ensure that the brand remained front of mind for Australians looking to buy or sell real estate,” said Charles Tarbey, Chairman and Owner of Century 21 Australasia.
“I believe that this investment, coupled with the strength of the global Century 21 brand, has led to this record growth period. It is pleasing to see that much of this growth is being driven by experienced industry operators with almost all new offices joining from other real estate groups or rebranding from independents.”
In recent years, Century 21 Australia has launched a series of value-laden real estate technologies for consumers including a revolutionary real estate App, Smartbooks (online magazines) and an online property game – Property Mogul. These technologies have attracted tens of thousands of users across Australia (and the world) and provide new and interesting ways for consumers to engage with the Century 21 brand.
In 2012, these initiatives were complemented by the launch of the company’s ‘Smarter, Bolder, Faster’ campaign which featured national television commercials and a new website aimed at promoting the expertise, commitment and speed of Century 21 agents across Australia.
“Century 21 has focused on achieving ‘quality growth’ not growth for growth’s sake. However, we do have a target in mind that is below the projected size of most well known franchise groups and that we believe is the ideal size for a franchise group in Australia – a size that delivers us a strong national presence without over-saturation. We are now very close to this targeted size,” continued Charles Tarbey.
Century 21 Australia believes that this recent growth phase, coupled with what appears to be green shoots appearing in the property market, has the company in a good position to take advantage of increased market activity in the future.
“With the marketplace being increasingly driven by technology, ingenuity and efficiency, real estate networks must constantly be delivering on these points in order to stand out from the crowd,” said Charles Tarbey.
“Century 21 aims to continue to do just that over the coming years and well into the future,” concluded Charles Tarbey.
In December 2011, Charles Tarbey purchased the underlying assets of Wentworth Holdings (ASX: WWM), one of Australia’s largest property management groups, and integrated the assets – some 8,000 property managements and associated property managers – with Century 21 Australia.
With over 3,000 offices, Century 21 is the largest real estate sales organisation in the Asia Pacific region, a region vital to Australia’s continued economic success.