This case examines social media marketing both business to business (B2B) and Business to Consumer (B2C) strategies. Despite a difficult real estate environment, Better Homes and Gardens Real Estate (BHGRE) in 2008 of Realogy Corporation, the largest franchisor of real estate brands launched in the world, launched to maintain and grow market share with a new kind of real estate company centered around lifestyle . BHGRE has grown rapidly and has experienced tremendous success with its B2B company … Read more »

This case examines social media marketing both business to business (B2B) and Business to Consumer (B2C) strategies. Despite a difficult real estate environment, Better Homes and Gardens Real Estate (BHGRE) in 2008 of Realogy Corporation, the largest franchisor of real estate brands launched in the world, launched to maintain and grow market share with a new kind 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 founding of the company, the president and chief executive officer must decide how to use what they learned to create from the B2B efforts to B2C social media program. Other factors include a simultaneous Canadian market entry.
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from
Raymond Pirouz,
Emily Chen Bendle
Source: Ivey Publishing
12 pages.
Release Date: 3 December 2012. Prod #: W12348-PDF-ENG
Better Homes & Gardens Real Estate: B2B and B2C Social Media Marketing HBR case solution

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