Its Back to TV for Century 21 - Real Estate and Technology News for Agents, Broker

Its Back to TV for Century 21

Century 21 pulled all of its national TV advertising two years ago and moved their budget to online marketing. But they have come back to TV, announcing that they have bought ad time for the 2012 Super Bowl.

"TV still resonates, and their agents love it, and it feels like it's a great way to connect their agents to their customers," said Steve O'Connell, executive creative director for Red Tettemer, the ad agency for Century 21, "As for the Super Bowl, Century 21 decided that 'If we're going to go back to TV, let's go back to TV big,'"

Advertising Age, a marketing publication, said that "even though there is some doubt that the NFL Season will even be played, the uncertainty has apparently not slowed interest in the game. NBC is seeking as much as $3.5 million for a 30-second spot for the game, which is set to be played in Indianapolis in February."

Century 21, Chief Marketing Officer, Beverly Thorne said that they will still be using digital web advertising, "but she added that it was time to return to TV to raise awareness about agents with young-adult home buyers." said AdAge.com.

Inman News columnist, Matt Carter, noted that this is part of a larger global campaign to mark their 40 anniversary and will focus on their 121,000 agents and 8500 offices worldwide. "The ad campaign is part of a wave of new marketing initiatives from the franchisor, including a new website and mobile apps for all smartphone and feature phones."

"Thorne said Century 21 saw a 248 percent increase in leads generated by its online marketing last year." reported Carter, "The company's online and offline marketing efforts are integrated, with print ads featuring "QR" codes and website links."

"Century 21 has entered into partnerships with five listings portals -- Realtor.com, Zillow, Trulia, Homes.com and Homefinder." said Thorne.

"Companies in the real estate industry spent an estimated $20.1 billion on advertising in 2010." stated Inman News, "Of that, 44 percent was spent online -- the highest percentage of any industry, according to a research study done by Borrell Associates."

"Within the real estate category," said the article, "agents and brokers spent the highest percentage of their ad budgets online -- nearly 63 percent. Newspapers were a distant second, capturing 21 percent of agent and broker ad spending, while broadcast and cable TV captured only 3.3 percent -- less than direct mail (7 percent)."

Read more at Inman News and Advertising Age.

photo credit: americanistadechiapas