Despite this year’s challenges, Century 21 is focusing on the bright side with its latest advertising campaign, “The Joy of Home.” The campaign includes a one-minute commercial, five print and digital ad variations, and two Times Square billboard placements and will go live on November 25th.
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It’s hard to summon joy this year, as multiple macroeconomic headwinds dashed hopes for a market recovery. Despite this year’s challenges, Century 21 is focusing on the bright side with its latest advertising campaign, “The Joy of Home.”
Victoria Keihinger |Credit: LinkedIn
“The homeownership journey is a highly emotional experience, and the spirit of this campaign reflects that,” Tori Keihinger, vice president and head of marketing for C21, said in a prepared statement. “This heartwarming creative blends nostalgia with fresh, modern imagery, connecting the brand’s past and present and demonstrating the brand’s enduring commitment to delivering the joys of home.”
The campaign includes a one-minute commercial, five print and digital ad variations, and two Times Square billboard placements and will be released on November 25th. Additionally, the brand’s 800 companies will be provided with a customizable advertising kit where they can add their personalized logo. You can create commercials and edit visuals and taglines to reflect your specific market.
In an interview with Inman, Keihinger said the campaign not only highlights the role of Century 21 affiliates in helping home buyers and home sellers achieve their real estate goals, but also helps consumers in one of the toughest markets in recent history. It is also an opportunity to highlight the resilience of people.
“Our wonderful [public relations] And the communications team led the research project that initiated much of this messaging,” she said. “One of the key findings is that despite what the headlines have been about over the past few months, 56 percent of people still feel overwhelmingly optimistic about the idea of homeownership. They feel excited and feel joy. [and] After purchasing a home, they feel more connected to their community. ”
“Even with the ups and downs of the real estate market in recent months, consumers still desire the ultimate dream of homeownership,” she added. “So we’re just reflecting that into the message of this campaign.”
Keihinger said it was the perfect time to launch an advertising campaign in Times Square ahead of the holiday season, as Times Square will attract more tourists over the next six weeks than Disney World, the Great Wall of China and the Eiffel Tower combined. He said it was time. Sales are typically slow in November and December, but the brand hopes the ad will spark the momentum it needs for the strong spring home buying season.
“It’s a moment when you sit around the dinner table with your family and have conversations,” she said. “They’re making plans for next year. They’re talking about their hopes and dreams. They’re making resolutions, so it’s a good time to connect with consumers at this time and to make sure they don’t miss out on the traditional spring shopping season. It is important to move the pump toward
“We know industry experts are suggesting pent-up demand, so our goal is to sell ahead of the traditional spring shopping season,” she added.
The campaign will continue until 2025, with Century 21 planning to release several more commercials and ads.
“We already have different variations of the campaign in place. There are 15-second ads that focus on food and all the moments around the table, and we also have ads that focus on pets and the joy they bring into the home. Yes,” she said. “There are many ways to get that message across at different times in 2025.”
“This is an example of the power of branding. We announced this campaign to the network late last week and are thrilled by the overwhelming response,” she added. “It’s about engaging with something bigger than yourself, and our network’s ability to help people realize what a noble profession they are in and the space they have to make dreams come true and create memories of joy. I’m very proud to be part of a campaign that makes it clear that there is.
Email Marian McPherson
