C O N T E N T S
OUR HISTORY 04 – 07
We’ve come a long way.
OUR MISSION & HOUSE HABITS 08 - 09
Defying mediocrity and delivering extraordinary experiences.
OUR VISION 10 – 11
The most sought-after real estate brand.
SERVICE AND COMMITMENT 12 – 13
Unrivalled support and value-adds to boost your business.
TRAINING & EDUCATION 14 – 15
CENTURY 21 ® University.
TECHNOLOGY 16 – 17
Industry leaders in proven internal systems and digital tools.
MARKETING 18 – 19
Your support team.
LEAD GENERATION 20 – 21
Ensuring your success in the field.
PARTNERS 22 – 23
We partner with the best, to bring you the best.
OUR STRENGTH 26 – 27
The largest and most recognised real estate brand in the world.
COLLABORATION & RECOGNITION 28 – 29
Leading tools and systems at every step of an agent’s progression.
CONTACT US 30
We’re ready when you are.
W E ’ V E C O M E A
L O N G W A Y . . .
Since 1971, the CENTURY 21 ® brand has been changing the real estate profession by
offering independent agents and entrepreneurs the ability to achieve extraordinary
results in an increasingly competitive market. But a lot has changed since then.
Many have copied the CENTURY 21 ® approach, and over time we have seen
a ‘sea of sameness.’
With more brand awareness* than any real estate brand, CENTURY 21 ® is poised to
change the game once again. To do this, we are reinventing what the CENTURY 21 ®
brand means in the hearts and minds of those who are buying, selling and working
in real estate today.
This starts with our new mission – to defy mediocrity and deliver extraordinary
experiences – and comes to life in our identity as a brand and the services we
develop for our system members.
*Study Source: 2017 Ad Tracking Study. The survey results are based on 1,200 online interviews with a national random sample of adults (ages 18+) who are equal decision makers in real estate
transactions and active in the real estate market (bought or sold a home within the past two years or, plan to purchase or sell a home within the next two years).
CENTURY 21 ® was founded by Real
Estate Agents Art Bartlett and Marsh
Fisher in Orange County, California.
Combined Real Estate.
Charles Tarbey purchases his
first real estate business.
Charles purchases the
Australasian arm of CENTURY 21 ® ,
merging Combined Real Estate.
CENTURY 21 ® launches eSales – our very
own in-house CRM system. Continuous
developments since launch has seen
numerous additions and benefits
contributing to a constant supply of lead
generation to our network.
CENTURY 21 ® undergoes a major brand
renovation with a new and enhanced
identity. The first of its kind in
47 years of CENTURY 21 ® .
F A M I L Y -O W N ED S I N C E 1 9 9 5
CENTURY 21 ® was acquired by Chairman, Charles Tarbey
in 1995 when Charles decided that the national real estate
scene required a catalyst of change.
From 1983 until 1994, Charles had built a reputable
franchise network of over 56 offices, operating as
Combined Real Estate. When Charles was offered the
opportunity to purchase the Australasian arm of
CENTURY 21 ® , the two companies merged and a new era
was born. Since then, the network has grown to hundreds
of offices across Australasia, consistently setting the
benchmark for real estate practices.
We are proud to say that in 2015, CENTURY 21 ® won a
five-star rating in the Canstar Blue Survey for Excellence
in Customer Service. This was voted by more than 700
small business owners who had used us as their agent or
“We have invested heavily in our network to ensure that
our clients experience a positive outcome with our brand.
Combining superior customer service, excellent local
knowledge and the latest in innovative technology, enable
our agents to deliver extraordinary experiences in the
markets they operate in.” says Charles.
O U R M I S S I O N :
O U R H O U S E H A B I T S:
No 1 PERSISTENCE
Be obsessed. We won’t settle. We believe
in constant evolution, innovation and
improvement, because we know there is
always a better way.
No 4 C O L L A B O R A T I O N
Open the house. Break down walls and
silos. Encourage collaboration.
No 2 A C C O U N T A B I L I T Y
Own it. Owners build things and create
value – so take action and be accountable.
No 5 T E N A C I T Y
Dream big, move fast. Big dreams are
realised after small goals are achieved
consistently. Always push yourself and
others to be the very best.
No 3 O P T I M I S M
What if? Challenging legacy thinking
creates the possibility for creativity and
innovation to make things better.
No 6 DEV O TION
Give it 121%. Don’t just check the box and
complete the task, give it the extra effort
that goes “above and beyond”.
O U R V I S I O N :
Be the most
real estate brand
in the world.
O U R S E R V I C E A N D
C O M M I T M E N T T O Y O U
Leading a network of successful franchises across Australasia requires an intricate
understanding of multiple disciplines to ensure our company remains both innovative
and acknowledged. Our franchise service team is made up of talented and experienced
professionals who are always on-hand to lend assistance; overseeing and participating
in the direct support and coaching of your business and team.
At CENTURY 21 ® we not only specialise in residential real estate sales and property
management, we also have several specialist divisions including Project Marketing,
Commercial Sales & Leasing, Lifestyle, Rural and Home Loans. These divisions are
available to assist both your team and your clients and feature as a value-adding
supplement to your core business offering.
We take great pride in being held in the highest regard by the Australasian real estate
industry, our clients, and our global network. This sense of recognition underpins our
commitment to defying mediocrity and delivering extraordinary experiences. It sets
the standard for performance and cements our commitment to customer service
throughout the CENTURY 21 ® organisation and the global real estate industry.
Joining CENTURY 21 ® also means you’ll become part of a large family of real estate
professionals across the world. You’ll have access to thousands of like-minded
individuals and have countless opportunities to network, socialise, learn and
grow your expertise.
T R A I N I N G
At CENTURY 21 ® we understand our growth is reflective of our valued team members,
and that our success as a national and global identity is closely tied to each other’s
success at a local level.
We invest heavily in the on-going development and growth of our offices and their
teams. This is especially evident in the numerous training programs and conferences
regularly on offer to our network. CENTURY 21 ® hosts a number of national and global
conventions where valuable knowledge from industry leading experts is on offer.
There are also many tools and global resources that are always readily accessible to
up-skill our agents.
With a firm belief in motivating our network to be the best they can be, we offer a wide
range of training and development programs covering various topics such as effective
communication and client management, negotiation methods and tactics, social media
strategies, sales skills and much more.
CENTURY 21 ® have already been recognised as one of the fastest growing franchises
in the Australasian region and we believe this is largely due to the training and
development strategies we continue to implement. This starts with our commitment
to educate and grow each and every member of our vast and always evolving network
through a variety of mediums to suit all learning styles.
TR A I N I N G T O P I C S I N C L U D E :
REL O AD
These sessions aim to enhance your
understanding of business basics that
attribute to your success. Offered at a
variety of locations and covering over 10
core topics which are suitable for both new
and experienced team members, these
courses provide proven methodologies and
skills that can be applied immediately. From
Prospecting to Communication, Social Media
to Time Management and everything in
between, these sessions are the foundation
on which your C21 learning is laid.
Regardless of your position within your team,
there is something on offer for everyone.
These courses are more advanced and are
suitable for those people that have already
attended the “Create” suite of offerings.
We cover a wide variety of topics including
Auction Skills, Facebook Advertising, 21 Plus,
eSales and Your Business, Certificate IV in
Property Services (Real Estate) and use both
internal and external subject matter with
expert trainers to deliver these sessions.
There are a number of tools, resources,
events and training that are available to assist
you with the recruiting of the best new team
members for your office. We also offer a 10
week induction programme, supported by
21 Plus for new recruits within your business
which gives them a solid foundation and
understanding of the Real Estate Industry
and what tools and resources are available
M A N A G E M E N T
KICK STAR T
Empowering principals on applied topics
such as leadership, coaching and training,
marketing, systems, financial planning,
technology and strategy. Another integral
part of our offering for Managers is our
5-day International Management Academy
course. We also offer courses on running a
successful sales team, how to become an
employer of choice and taking your business
to the next level.
An annual event at the start of the year
that is focussed on getting the brand
together and motivated to kick start the
year right. Part trade show and part learning
environment, the day features a headline
guest speaker as well as Senior C21
Management delivering a business focused
session as well as providing updates to
the group on future projects. There is also
peer-to-peer learning available through
our Influencer Panel (formed by our top
principals and salespeople) who are on
hand to educate you on relevant topics.
We understand that your learning needs
and that of your team evolve as you and
your business grow. We are constantly
adding new courses to our suite of training
and involve our network by ways of needs
analysis surveys and other feedback which
then enables us to deliver the topics you
want, in locations suitable to you and using
training mediums that allow you to learn
throughout your career with CENTURY 21 ® .
T E C H N O L O G Y
Utilising the very best real estate technology is paramount to ensuring that business
operations can run smoothly and without limitations. We are constantly developing our
own technology in order to provide every office, agent, seller and buyer with a superior
real estate experience.
In a digital world, successful innovation demands a close relationship between
business and technology. Our network benefits from the support of a highly skilled
IT team who are constantly at the leading edge of digital technology advancements.
CENTURY 21 ® are also one of the only real estate organisations with our own in-house
Client Relationship Management (CRM) System – eSales. This system allows our
principals and agents to record, access and analyse valuable information pertinent to
their business and their clients.
Our technology development department work tirelessly to bring state-of-theart
services and improved communication tools to each CENTURY 21 ® office. This
includes profitability and sales data, the ability to troubleshoot business issues as well
as being able to monitor and track the performance of your team and office.
Our offices and agents have real-time access to eSales while on-the-go via your
iPhone, iPad or Android device. No matter where you might be while on the job, you’ll
have access to the critical information and data that you need.
M A R K E T I N G
Our brand presence is one of the most highly-regarded in the world; you have almost
certainly already witnessed the power of CENTURY 21 ® throughout mainstream
media since its USA inception in 1971. We have featured in Hollywood films, television
commercials, sponsored prominent sporting events and contributed millions to
charities; all the while gaining significant media coverage and PR promotion.
The Australasian corporate office employs a dynamic marketing team with extensive
experience in brand identity, media communication and consumer engagement. They
are experts in the field and drive the success of our business on a local and national
level. Furthermore, each member of the marketing team are Google Certified with
extensive training in Google Adwords and Google Analytics.
Our proactive and integrated marketing activities and support ensures that your
office will benefit from maximum exposure across major media outlets nationally and
locally. We invest heavily in promoting our brand, offices and agents through the most
effective communication channels available.
U N D E R S T AN D I N G M O D E R N C O N S U M ER S:
H O M E B U Y E R S A N D S E L L E R S S E T T L E
F OR T H E F I R S T R E A L E S T A T E A G E N T
T H E Y M E E T .
OF H O M E B U Y E R S S A I D T H E Y T A K E
L O N G E R T O P L A N A VA C A T I O N T H A N
T O F I N D A R E A L E S T A T E A G E N T .
OF H O M E S E L L E R S S A I D I T ’ S H A R D E R
T O F I N D A G O O D R E A L E S T A T E A G E N T
T H A N A F O U R - L E A F CL O V E R .
OF H O M E S E L L E R S T H O U G H T THAT
T H E I R A G E N T D I D N ’ T N E G O T I A T E
W E L L EN O U G H .
Source: NAR Profile of Home Buyers and Sellers, 2017
IT’S CLEAR THE REAL ESTATE INDUSTRY PROVIDES
VALUE THAT IS OFTEN OVERLOOKED BY CONSUMERS.
CENTURY 21® OFFER THE RIGHT TOOLS, MESSAGING
AND COLLATERAL TO SIFT THROUGH THE DISRUPTION
AND LEAD IN THE MARKETS WE OPERATE IN.
L E A D G E N E R A T I O N
Ensuring your success out in the field starts at home with our advanced management
system eSales, which is at the heart of every CENTURY 21 ® office – capturing and
analysing valuable data to generate business while assisting you in accomplishing your
goals. We are proud to have recently integrated our eSales system with CoreLogic to
deliver you quality leads daily, generated by your corporate team.
We understand that digital has become a vital part of an agents marketing strategy,
and utilising the right online initiatives is paramount to ensuring the continued success
of our offices and agents. Through the power of Search Engine Optimisation (SEO)
and other lead generation initiatives, CENTURY 21 ® are able to drive consumers
directly to our network.
Our website is fast and dynamic, optimised with an intuitive user-experience and
has in-built Search Engine Optimisation. This allows our offices to gain increased
exposure online with seamless connection to buyers and sellers wherever they may
be. In addition to this, our Global website enables consumers to view properties around
the world in 16 different languages and currencies with individual filters for each
prospective buyer. Every listing at CENTURY 21 ® automatically populates into
this Global website.
W E P A R T N E R
W I T H T H E B E S T
Technology is transforming the real estate industry, and fundamentally
revolutionising how agencies operate, compete and deliver value and service. In a
digital world, successful innovation demands a close relationship between business
and technology. Through our strategic alliances, CENTURY 21 ® blend emerging
technology with business innovation to help our network maintain a competitive
advantage in the marketplace.
Aligning ourselves with numerous preferred suppliers enables our network to drive
measurable results with quality assurance. These partnerships offer real savings
and benefits to your business in the form of print and marketing collateral; relevant
content in monthly and seasonal magazines, blogs and publications; online leads
and data via Search Engine Optimisation (SEO) and Search Engine Marketing (SEM);
transformative digital infrastructure, and much more.
CENTURY 21 ® and our alliances work together as an integrated team to help
our network maximise current and future technologies that produce better
F I N A N C E EX P E R T S
D A T A S P E C I A L I S T S
LE A D I N G W EB P O R T AL S
C O N S U M E R S ER V I C E P R O V I D ER S
W E ’ R E C A L L I N G O U T
T H E I N D U S T R Y W E B U I L T . . .
The estate agents of the world – with a charge to
be better, starting with ourselves.
Because if we’re not willing to exceed the highest
expectations of buyers and sellers, then we don’t
deserve to be here at all.
We’re a challenger – challenging agents to be
better, challenging real estate companies to meet
us on our level, and challenging homeowners
to demand more.
We are the agents of the Century.
S T R E N G T H
In a network of over 111,000 agents and over 7,600 offices across 80 countries, we
have developed a vast amount of knowledge and expertise when it comes to buying
and selling real estate and we are proud to deliver these skills directly to our clients.
Being one of the largest and most recognised real estate brands in the world has
enabled us to create more buyer enquiries than any other agency. Due to our size
we are afforded fantastic connections throughout our network, not only locally, but
nationally and overseas. Buyers and sellers making a real estate decision will naturally
gravitate towards companies they recognise and are familiar with, hence our longstanding
authority in the global property market.
CENTURY 21 ® is well exposed to the international property scene and as a result we
are often the first port of call for overseas buyers, many of whom have already used a
CENTURY 21 ® agent to sell their own property.
Australia & New Zealand
around the world
C21 website visitors
Worth of property sold
yearly Australia & New Zealand
C O L L A B O R A T I O N A N D
R E C O G N I T I O N
Outstanding performers are recognised at a local, national and international level.
At CENTURY 21 ® , you can be the best in your office, the best in your country and the
best in the world. Our renowned Centurion Award is presented annually to the top tier
sales professionals representing us worldwide. Achieving Centurion status is a huge
honour and an exceptional personal achievement for any salesperson.
At every step of an agent’s progression we provide tools and systems that lead toward
the same objective - helping you grow your business successfully. With so many years
of experience, we truly understand what the successful formula for business growth
is. The CENTURY 21 ® Referral Network enables agents to securely send and receive
referrals 24 hours a day, 7 days a week. Referral fees are negotiable as well as being
guaranteed and this sees our network receive hundreds of referrals per month.
In addition to this, we are a proud global partner of Workplace by Facebook - an
enhanced version of Facebook adapted to connect our offices to each other,
functioning in the same way as the world’s most used social networking platform.
Across the network, agents are able to communicate with each other by reacting
to and commenting on posts, asking questions, sharing their tips and strategies,
challenges, and building valuable relationships with other agents in the network
regardless of location.
P R O D U C E R AW A R D S
CENTURION ® Producer
DOUBLE CENTURION ®
GRAND CENTURION ®
Hall of Fame
Half Centurion Producer status or 55 award units
Half Centurion Producer status achieved two times (any year)
Half Centurion Producer status achieved three times (any year)
Half Centurion Producer status achieved four times (any year)
Half Centurion Producer status achieved five times (any year)
Top 2% Producers Globally or 110 award units
Top 1% Producers Globally or 220 award units
Top 0.5% Producers Globally or 330 award units
Min. 3 years with the network, delivering superior results
Global ranking #1-21 based on YTD GCC
O F F I C E AW A R D S
2100 Cup Demonstrated team success and commitment to the C21 System
CENTURION ® Office
DOUBLE CENTURION ® Office
GRAND CENTURION ® Office
Top 21 Offices by Production
Top 21 Offices by Units
Top 2% Offices Globally or 440 award units
Top 1% Offices Globally or 880 award units
Top 0.5% Offices Globally or 1320 award units
Ranked #1-21 based on YTD GCC nationally
Ranked #1-21 based on YTD award units nationally
Welcome to the future of the real estate industry.
As one of the original franchise pioneers, CENTURY 21 has taken great pride in being
the most recognised brand in real estate globally for two straight decades.
Our new identity is only the beginning. As we continue on our quest to defy mediocrity,
we will continue adopting best-in-class marketing practices, investing in new technologies
and creating exciting resources that will benefit the consumer. Helping our agents win
in the markets they operate in.
A U S T R A L I A
N E W Z E A L A N D
+61 2 8295 0600 +64 9414 6041
C2 1. co m . au
C2 1. c o .nz
© 2018 Century 21 Real Estate LLC. All rights reserved. CENTURY 21® and the CENTURY 21 Logo are service marks owned by Century 21 Real Estate LLC. Each office is independently owned and operated. Current as at October 2, 2018
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