Two years ago, Century 21 got out of the Television advertising business. Their claim at the time was that they would be concentrating their efforts on the internet. Despite these claims, their overall advertising dropped 43% in 2009 according to industry sources. This drew continued discontent from many of their brokers and agents.
According to advertising age, that trend has now shifted and they are going to be a pregame sponsor of the 2012 Superbowl as well as buying time for a Superbowl ad. Further changes in their marketing direction are on the way. According to industry sources, they feel their brand has plenty of exposure, but they would like to define more clearly the expertise that their agents bring to bear for potential buyers and sellers.
Loading ...
The agents I talk to that work for Century 21 say that C21 is a fee hungary based company. I’m not sure the superbowl ad will gain them any additional business. I’m more for local tv advertising, but then again, who I am to say what works and what doesn’t. What are you thoughts? Didn’t ReMax do a superbowl ad one year?
As the owner of CENTURY 21 Paramount in Houston, TX, I’m thrilled with the upcoming Superbowl exposure. The direction of the brand in general is refreshing and the only change occurring is POSITIVE.
Now is a great time to buy…..be sure to invest in the services of the WORLD’S LARGEST AND MOST RECOGNIZED BRAND IN THE INDUSTRY!