One of the country’s largest real estate brokers has made a very public and specific shift to social media marketing at the expense of mass TV advertising.

Century 21 recently launched a Communities feature on its web site that is the hub of their social media strategy.

According to C21’s top marketing exec Bev Thorne, the focus is on leveraging the connectedness and interaction of social media to advance their marketing goals.

“We developed C21 Communities with the goal of opening up an online conversation with the consumer,” said Thorne.  “Just as CENTURY 21 was the first national real estate franchise to advertise on television, we will continue to take a leadership position as we expand our capabilities in the social media space.”

Traditional marketing is 1-way, social marketing is 2-way.  C21 is heading into this with the right focus — the devil will be in the execution, as it always is.

A link to an AdAge story about the shift:

At Century 21 Real Estate, Social Media Is the New TV – Advertising Age – CMO Strategy.