Regardless of the 12 months’s challenges, Century 21 is specializing in the intense facet with its newest advert marketing campaign, “The Joy of Home.” The marketing campaign features a one-minute industrial, 5 print and digital advert variations and two Instances Sq. billboard placements, which is able to go stay on Nov. 25.
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Pleasure has been a troublesome emotion to muster this 12 months, as a number of macroeconomic headwinds dashed the hopes for a market rebound. Regardless of the 12 months’s challenges, Century 21 is specializing in the intense facet with its newest advert marketing campaign, The Pleasure of Dwelling.
Victoria Keichinger | Credit score: LinkedIn
“The journey of homeownership is a deeply emotional experience, and the spirit of this campaign reflects that,” stated Tori Keichinger, C21 vice chairman and head of selling, in a ready assertion. “The heartwarming creative blends nostalgia with fresh, modern imagery that connects the brand’s past and present, while showcasing its enduring commitment to delivering the joy of home.”
The marketing campaign features a one-minute industrial, 5 print and digital advert variations, and two Instances Sq. billboard placements, which is able to go stay on Nov. 25. The model’s 800 firms will even obtain customizable advert kits, the place they’ll add particular person logos to the industrial or edit the visuals and taglines to replicate their particular market.
In an interview with Inman, Keichinger stated the marketing campaign is a chance to not solely spotlight Century 21 associates’ roles in serving to homebuyers and homesellers obtain their actual property objectives, however the resilience of shoppers in one of many hardest markets in latest historical past.
“Our fabulous [public relations] and communications team spearheaded a research project that kicked off a lot of this messaging,” she stated. “One of the core findings was that despite what the headlines have looked like over the past several months, 56 percent of people still feel overwhelmingly optimistic about the idea of homeownership. They feel excitement, they feel joy [and] they feel more connected to their community after purchasing a home.”
“Even amidst the ups and downs of the real estate market over the last months, the consumer still does want that ultimate dream of homeownership,” she added. “So we’re just reflecting that back in the messaging of this campaign.”
Keichinger stated launching the advert marketing campaign in Instances Sq. forward of the vacation season was excellent timing, as the world will entice extra guests than Disney World, the Nice Wall of China and the Eiffel Tower mixed over the subsequent six weeks. Though gross sales are usually sluggish in November and December, the model hopes the adverts will spark the momentum wanted for a robust spring homebuying season.
“This is the moment when conversations are happening around the dinner table with family,” she stated. “They’re planning for next year; they’re talking about their hopes and their dreams. They’re making resolutions, so it’s critical to be connecting with consumers at this point to prime the pump for that traditional spring selling season.”
“We know industry experts are signifying that there is pent-up demand, so getting ahead of that traditional spring selling season is the aim,” she added.
The marketing campaign will proceed into 2025, with Century 21 planning to launch a number of extra iterations of the industrial and adverts.
“We already have so many different variations of the campaign. There’s a 15-second ad focused all around food and all the moments that we have around the dinner table, and there’s another that focuses on pets and the joy they bring to our homes,” she stated. “There’s just so many different ways that we can lean into that messaging at different moments throughout 2025.”
“This is an example of the power of branding. We unveiled the campaign to our network late last week and overwhelmingly the reaction is one of excitement,” she added. “It’s about being associated with something bigger than yourself. And there’s a great pride for our network being connected to a campaign that articulates what a noble profession they’re in and the ability to make people’s dreams come true and give them room to create memories of joy.”
E mail Marian McPherson
