Don’t let the mustard-colored sports coat fool you.  Tom Kunz is one hip CEO.

As head of Cenury 21 Real Estate LLC, Kunz is in an industry that’s being disintermediated by the Internet      and ravaged by the recession.  Yet I have never met a more positive, open-minded and technology-friendly executive.

What does he do right:

• He’s not afraid to experiment. Century 21 pulled its TV advertising budget and spent the cash to bolster its presence online. Kunz says brand recognition for the franchise was already in the high 90s, so there was no reason to spend millions on 30- and 60-second image spots.  The company is contemplating a switch back to TV, but it would be a web-based format where Century 21 branding was visible at all times on the screen.

• He understands the time-sensitive nature of news. When Congress extended incentives aimed at first-time homebuyers, Kunz dropped what he was doing to record a 2 minute presentation on a tiny, inexpensive Flip video camera. His comments were up on Century 21’s YouTube channel within minutes.  As of today, the video had been watched nearly 1,700 times.
• He takes counsel from Matt Gentile, Century’s 21’s director of corporate and brand communications. In an interview with PR Week’s Eric Iacono, during the Next conference, Kunz talked about making media outreach in local markets a priority.  By incorporating interviews with local print and broadcast media into trips, and inviting local Century 21 franchisees to participate, the organization lands extended coverage rather than the short soundbites afforded by national media.
• He doesn’t hoard good information. While many CEOs would stay silent about marketing strategies, Kunz is a walking dictionary definition for transparency, even sharing his age (61) with the crowd.  As for naysayers, he advises them to watch the AT&T  “Lost Dog” YouTube spot to explain power of social media.

I also liked Tom’s ability to be self-effacing in a manner that seemed genuine:  “I’m a gadget freak,” he told those attending the Next event at the Waldorf Astoria. “It doesn’t mean I know how to use them all, but I buy them all.”

Tom was kind enough to do a short interview with me following his appearance at Next. Please excuse my camera work, as his head is halfway out of the frame for portions of the video.  Yet another reason I never worked in TV.