To position itself at the forefront of the real estate space and, perhaps, recruit some top talent, Century 21 Real Estate created Agents of the Future, a b-to-b event that invites top real estate professionals (from any and all companies) to network and learn about the future of the business. Two events, which included special speakers, food and drinks, and interactives, took place in Camarillo, CA, and Boston, with two more slated for the coming year.
Held in hip venues, like an airport hangar in Camarillo and the Charles River Museum of Industry and Innovation in Boston, the events feature dramatic signage, lighting and contemporary furniture placed throughout the space, with a main stage at the center. When attendees arrive, they’re welcomed into “The City of the Future: Where Technology is No Longer Just a Handheld Device, but a Way of Life.” (Attendees are targeted through Century 21 offices in various markets.)
While mingling over hors d’oeuvres and drinks (including signature cocktails—like a Metropolis bourbon drink, or Secret Agent vodka and mint spritzer) attendees check out an interactive activation with a 3D cityscape. At a touchscreen table, they choose from different real estate trends such as “repurposed malls,” “microhousing” or “whole building AI.” Projected onto the mini buildings of the cityscape are different designs and content representing the topic. One topic covers the Zap platform that Century 21 leverages and promotes at the events, a database that allows agents to create custom searches, profiles and notifications. Attendees are also invited to pose for an A-1 Array multi-camera photo activation that captures three-dimensional animations (with confetti flying) that they can share instantly.
For the formal portion of the last two events, Rick Davidson, ceo and president of Century 21, delivered a keynote. The Camarillo event featured real estate and branding guru Seth Godin, and the Boston event, Josh Altman from Bravo!’s hit series “Million Dollar Listing.” Both discussed the power of relationships and strategies relevant to all agents and brokers.
“Real estate is a unique business—it’s a business where competitors work together on transactions on both the buyer side and the seller side, so we’re bringing agents together to network and collaborate, and also to experience a little bit of the power of the Century 21 network,” says Steve Gregersen, vp-national marketing at Century 21. Agency: Red Tettemer O’Connell + Partners, Philadelphia.
Gallery: Take a Spin Through Century 21’s Agents of the Future Event