Anthony Catalano's View Media Group (VMG) has entered a new Australasia-wide partnership with residential real estate giant Century 21 that will see the media business' 'Acquire' platform integrated into Century 21's propriety CRM, 'eSales'.

Acquire is VMG’s bespoke performance marketing solution that is white labelled and fully integrated within a residential agent’s digital ecosystem to automate vendor campaigns, agent branding campaigns, property management and even recruitment campaigns.

It marks the first time Acquire has been directly embedded into a customer's CRM, with the collaboration to be branded as C21 Edge. The C21 Edge initiative extends audience engagement through a comprehensive media strategy that includes social, display, and native ads, aiming to provide a competitive edge to Century 21 agents in Australia and New Zealand.

"The integration of VMG's Acquire product into our proprietary business platforms means that the product is truly ours. The platform allows us to drive strong outcomes for our vendors and agents through automated multi-channel digital advertising," said CEO at Combined Franchise Services, Tania Minchella.

The integration process between VMG and Century 21 Australasia was highly collaborative. C21 Edge leverages Century 21’s customer database, as well as third-party data, to identify and target property-intending audiences. The initiative also utilises VMG’s proprietary predictive modelling, layering this with partner data from leading platforms including Meta, Google, Taboola, Microsoft and others.

"VMG is thrilled to have partnered with Century 21 Australasia to bring our market leading Acquire platform to life within their proprietary CRM, eSales. The programme known as C21 Edge brings a level of digital marketing sophistication never before offered as a push button solution within a client's own CRM," said Managing Director Residential at View Media Group, Trent Casson.