I Want My Century 21!

MTV's former CEO aims to sell you more than just a house

Leave it to Robert W. Pittman to come up with a catchy rallying cry for his sales force. As the new chief executive of Century 21 Real Estate Corp., Pittman--perhaps best known as a founder of MTV Networks and the man who turned around Six Flags Corp.'s theme parks--shares a simple message with the real estate brokers and agents he meets: "You either make dust or you eat dust." It's vintage Pittman. The 42-year-old entertainment-industry hotshot is out to reshape the Century 21 franchise into a marketing powerhouse. Not only will it sell homes, but Pittman envisions a "virtual home store" able to offer and sign up customers for a wide range of discounted home services--all via an agent's laptop computer.

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