Better Homes & Gardens Real Estate: B2B and B2C Social Media Marketing
This case explores social media marketing as both business to business (B2B) and business to consumer (B2C) strategies. In spite of a challenging real estate environment, Better Homes and Gardens Real Estate (BHGRE) was launched in 2008 by Realogy Corporation, the largest franchisor of real estate brands in the world, to maintain and grow market share with a new type of real estate company centered around lifestyle. BHGRE has grown rapidly and has experienced tremendous success with its B2B social media efforts. Now, several years after the formation of the company, the president and chief executive officer must decide how to leverage what she has learned from the B2B effort to create a B2C social media program. Additional factors include a concurrent Canadian market entry.
This case is suitable for a marketing core, internet marketing, new media marketing or social media marketing course, at the undergraduate, MBA or EMBA level.
- To explore the implications and potential value of leveraging an existing brand for a new business opportunity and issues and opportunities surrounding a franchise business model.
- To examine the differences between a consumer and trade social media strategy.
- To understand the development of a social media strategy and tactical plan, including resource requirements and appropriate success metrics.
- To understand international expansion and its impact on new media marketing, in particular social media marketing.
New Media; Social Media; Online Marketing; Internet; United States
Real Estate and Rental and Leasing
United States, Large, 2011
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