In their first Superbowl ad ever, Century 21 has released previews (teasers) of their ad, which celebrates the abilities of their agents as being Smarter, Bolder and Faster. These abilities will be depicted in the commercial by Donald Trump, Deion Sanders and Apolo Ohno.
“Our agents are the very heart of our business, so it was important for us to create an ad that celebrates their capabilities,” said Bev Thorne, chief marketing officer, Century 21 Real Estate LLC. “The Super Bowl is the last great campfire for the American family. For most consumers, it’s centered in the home and the home is the center of the services we’re in business to support.”
The teasers, behind-the-scenes footage and the final Super Bowl commercial are on its website, century21.com/superbowl . The ad will be hosted as well as on a customized Facebook application and upgraded YouTube brand channel. In addition to the third quarter advertisement, CENTURY 21 is a broadcast sponsor of the 3:30 – 4:00 p.m. block of the pre-game show on NBC and will have more than a dozen other pregame commercial spots. The total cost of the ads was not available.
“The timing couldn’t be better for CENTURY 21 Real Estate to advertise in the Super Bowl, and I’m happy to be a part of it,” said Trump. “The truth is many Americans believe in the value of homeownership and for people who are in the position to buy, this is a great opportunity to either enter the market or move up into a better home.”
The shift in marketing from client focused to agent focused seems to be a growing trend in the real estate industry among franchisors.