Century 21’s new television campaign focuses on the value of an agent while poking fun at technology that can sometimes be unreliable in its 30-second, fast-paced ad.
The first of four commercials, Not an App,aired during the Golden Globe Awards on NBC Sunday night. Its premise is that the power of human interaction is irreplaceable when it comes to buying or selling a home.
But Century 21 isn’t moving away from technology. On the contrary, it’s focusing more on how sales professionals use digital tools to enhance personal relationships with home buyers and sellers, according to Century 21 chief marketing officer, Cara Whitley.
“We believe that our [agents] earn the trust and affinity of home buyers and sellers better than anyone in the business,” Whitley says.
The brand also recently commissioned a study by Wakefield Research that found 92 percent of millennial home buyers believe it’s important for a real estate agent to get to know them personally before choosing to work with them. Another nine out of 10 surveyed said it’s important for their real estate agent to have significant experience with other home buyers in their age group.
Century 21 has been working on building trust with consumers on behalf of agents since its “Smarter. Bolder. Faster.” campaign. “It’s all about relevance and being relevant from both a consumer and industry standpoint,” Whitley says. “Everything that we do as an organization, including this campaign, seeks to earn and re-earn relevance at every touchpoint with consumers — our tribe of C21 ambassadors — and with those looking for a new place to call home.”
The latest ad also celebrates the company’s sweep of the JD Power awards in all four home buyer and seller categories for the third year in a row.
Century 21’s other spots — Good Luck, Robot; House Call; and Master Juggler — will air during the AFC and NFC championship games, and live digitally online via Century 21’s YouTube channel and social media pages.
— By Erica Christoffer, REALTOR® Magazine