Normally, sponsors of real estate conventions are the usual suspects - lenders, title companies or tech companies who want to sell Websites, lead generation opportunities or productivity software to Realtors. But when traditional franchisor Century 21 announced that it is sponsoring the renegade Real Estate Cyberspace Society's "National Real Estate On-line Convention & Exposition," to be held April 18-24, 2004, Realty Times sat up and took notice.

Brand-name franchisors also support real estate conventions such as the NAR's annual convention and expo, but this is the first time a major franchisor has stepped outside the insular Realtor-oriented traditional industry. The Society is as "outside" as a real estate organization can be. For years, Society members have learned tips and techniques for using online technologies and marketing that their own franchises, real estate associations and brokers weren't giving them. They were pioneers while the traditional industry was holding them back. Their renegade status was only fueled by the fact that real estate professionals don't have to be NAR members or licensed as real estate professionals to join the Society. Anyone from commercial Realtors to lenders to vendors may join and contribute.

For Century 21 to throw its considerable brand-name weight behind the Society is making a bold statement. Century 21 will be encouraging their 110,000 agents to attend, which could potentially more than double attendance.

It could also could pay off for the franchisor in terms of raising its "cool" quotient to potential recruits. This would be especially true for new, younger agents who are looking for technology education and support and are willing to change brands and brokers to get it. Remember, this is the franchise that aligned itself with HotJobs.com in 2002 to find recruits. These recruits are already tuned into using Internet technologies or they wouldn't be looking for employers and career opportunities online. This also makes a statement - that Century 21 is seeking tech-oriented affiliates.

Over the last two years, the Society has managed to attract greater attendance than the National Association of Realtors annual convention, which has drawn Realtors in the high teens and exhibitors for a total in the low 20s. Granted, the barriers to attendance are higher, including registration fees, airfare, and hotel and expenses, none of which online attendees have when the doors cyberdoors open for the online convention.

In April 2003, the second annual five-day event posted a 150-percent increase in attendance over the previous year with 32,463 real estate professionals from 38 countries in attendance. Society Director Jack Peckham predicted over 50,000 to attend this years convention, a fact not lost on Century 21.

"We have been discussing this sponsorship with Century 21 Corporation since after last year's Second Annual On-Line Convention," says Peckham. "The Century 21 support brings this event solidly into the big leagues -- we think even to the World Series! The Century 21 top level of management sees the marriage of education with on-line delivery as a powerful combination. We concur."

Peckham continues, "As producers of this patent pending event we see the Century 21 sponsorship as a win-win-win relationship. All real estate agents win by enjoying this event at no cost. Century 21 Corporation wins by building an awareness of their leadership in on-line technology and education. The Society wins from the stature of this sponsorship plus the added educational content and, of course, the attendance support from the 110,000 Century 21 argents worldwide. Add all of this to the already powerful program and the 50,000 agents anticipated even before this sponsorship was announced and you have one blockbuster of an event!"

Says Van Davis, CEO and president of Century 21 Real Estate Corporation, “Technology stands as one of the most significant points of differentiation for today’s real estate professional. The Century 21 System is proud to continue its position of leadership in online technology and real estate education with its sponsorship of this annual event.”

Not only will Century 21 sponsor the event, the franchise giant is also contributing special presentations from the highly regarded Century 21 Learning system platform to all attendees. The learning system platform blends online with onsite learning. Century 21 was among the first franchises to embrace the Internet for affiliate educational programs.

Ernie Brescia, senior director of learning and chief learning officer for Century 21 Real Estate Corporation, will deliver a presentation entitled “Catch the E-Learning Wave,” in which he will discuss how e-learning has and will continue to evolve in the training and education of today’s real estate professional.

"Sponsoring this event reinforces the Century 21 System's commitment to promoting career-long learning and education among its network of real estate professionals," says Brescia. "It provides a public forum to discuss the value and effectiveness of on-line learning and enables us to talk about the success of the Century 21 Learning System platform. The Century 21 System continues to champion the inclusion of technology and innovation in the delivery of real estate training and through these advances, our technology-enabled agents can provide enhanced levels of service to the consumer."

For more information about the National Real Estate On-line Convention & Exposition and register for free at: www.Recyber.com/preconvention.