Better Homes And Gardens Real Estate’s Social Media Case Study Published By Richard Ivey School Of Business
PARSIPPANY, NJ and ONTARIO, CANADA (January 22, 2013) - Better Homes and Gardens® Real Estate today announced that its brand is the focus of a case study developed by the Richard Ivey School of Business at The University of Western Ontario. Written by Raymond Pirouz (@raymondpirouz), the study offers insight into Better Homes and Gardens Real Estate President and CEO Sherry Chris’ (@sherrychris) vast knowledge of social media and marketing strategies that she and her team implemented when launching and growing the innovative real estate company. The study examines the unique tactics instated in the brand’s foundation, which attributed to bolstering the company’s rapid and sustainable growth.
Following its launch in July 2008, Sherry Chris and her team have grown the Better Homes and Gardens Real Estate franchise network to more than 8,000 sales associates across 26 states, as well as Canada. According to Chris, this success is due in large part to the company’s strategic and mindful approach to targeting both consumers and the real estate industry as a whole. As an early adopter, Chris recognized the power of engaging with businesses and consumers through emerging media channels – making her the most followed CEO of a national real estate brand on Twitter. These unique and targeted strategies have been essential in attracting new clientele and brokerages, contributing to the brand’s overall growth and recognition.
“When we launched Better Homes and Gardens Real Estate, few businesses were leveraging the tremendous power of social media to drive brand awareness, develop business opportunities and fuel growth,” said Chris. “Our success underscores the value of using new media channels to engage with customers, business partners and members of the real estate industry. As an alumna of the Richard Ivey School of Business, I am honored to share the knowledge our company has acquired by utilizing emerging media channels to bolster our brand. I hope this case study will encourage others to look outside traditional business practices and examine the importance of being strategic in not only what you say, but the way in which you communicate it.”
The comprehensive study was developed in accordance with Case Method teaching programs that present students with a business challenge and provide an instructive opportunity for them to take on the role of business decision maker. The case study will be accessible to business schools across North America.
“Skillfully navigating the correct channels to connect with and engage the appropriate audience in pursuit of meeting business objectives is one of the toughest challenges in business-to-business social media marketing,” stated Raymond Pirouz, marketing faculty for the Richard Ivey School of Business. “For Better Homes and Gardens Real Estate to have mastered that art where others have struggled, is in itself a lesson. We are pleased to have had the opportunity to work with Sherry Chris to learn firsthand the strategic and tactical business-to-business social media initiatives and consumer based marketing objectives necessary to deploy technology to address real-world challenges in modern marketing.”
Raymond Pirouz is faculty of marketing at the Richard Ivey School of Business at The University of Western Ontario, teaching in the HBA and MBA programs. He has authored three books and his work has been featured or cited in publications, as well as in the popular press. Pirouz has served as a judge for design and advertising competitions, spoken at a number of conferences, sat on panels and taught at UCLA Extension, the Art Center College of Design, the Paul Merage School of Business at UC Irvine and the Master of Digital Experience Innovation (MDEI) program at the University of Waterloo | Stratford.
For more information and to access the full case study please visit:
About Better Homes and Gardens Real Estate LLC
Better Homes and Gardens Real Estate LLC is a dynamic real estate brand that offers a full range of services to brokers, sales associates and home buyers and sellers. Using innovative technology, sophisticated business systems and the broad appeal of a lifestyle brand, Better Homes and Gardens Real Estate LLC embodies the future of the real estate industry while remaining grounded in the tradition of home. Better Homes and Gardens Real Estate LLC is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services. The growing Better Homes and Gardens Real Estate network includes approximately 8,350 sales associates and approximately 258 offices serving homebuyers and sellers in Canada and 26 U.S. states: Alabama, Arizona, California, Florida, Georgia, Illinois, Indiana, Kentucky, Kansas, Pennsylvania, Maine, Massachusetts, Minnesota, Missouri, New Hampshire, New Jersey, New York, Nevada, Ohio, Oregon, South Carolina, Texas, Tennessee, Vermont, Virginia and Washington. Better Homes and Gardens® is a registered trademark of Meredith Corporation that has been licensed to Better Homes and Gardens Real Estate LLC since 2007. The licensing agreement between Realogy and Meredith Corporation is for a 50-year term, with a renewal option for another 50 years. Each Better Homes and Gardens Real Estate Franchise is independently owned and operated. An Equal Opportunity Company. Equal Housing Opportunity. For more information, please visit www.BHGRealEstate.com.
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