How Do We Launch a New Business?
Century 21 Gulf Coast Realty has been the area leader in real estate sales for decades. Owner Jay Rish presented us with the challenge of launching a new vacation rentals division for Gulf Coast Realty in this rapidly growing market. The challenge? No rental customers, and an extremely small inventory of properties.



The Approach
We developed a strategic marketing plan for growing both “the supply” and “the demand” at the same time. To attract owners of rental properties away from competitors, we initiated an aggressive direct mail campaign to a database of area homeowners and an extended campaign in the local newspaper highlighting the benefits of property management with Century 21. We also developed marketing support guides and interactive CDs so their new clients could see Century 21's marketing efforts. To bring in the renters, we researched the area’s tourism trends and targeted key drive markets through magazines, newspaper travel directories, and unique guerrilla marketing tactics. Our snowbird campaign also been an asset, filling the homes in a season where they normally stand empty.

Results to date!
Inventory has grown and the renters are coming! We’ve carefully monitored the growth of Century 21 Vacation Rentals with great pride, since we’ve been there since the beginning. View our charts above.

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