Throughout its Las Vegas convention, Century 21 debuted “Shade of Happiness,” a sequel to the franchisor’s hit 2024 business.
Nearly two years after ‘The Joy of Home,’ Century 21 is following up with one other feel-good advertising and marketing marketing campaign centered on the franchisor’s trademark gold-colored yard signal posts. Past being eye-catching, the model stated the golden hue represents C21’s dedication to excellence and the enjoyment of ushering homebuyers and sellers by way of some of the vital moments of their lives.
The “Pleasure of House” advertising and marketing technique was key to launching C21’s three-year partnership with Major League Soccerwhich generated greater than 75 million media impressions for the franchisor by way of in-stadium signage, broadcast and streaming publicity. The 60-minute spot additionally scored a aim with shoppers, with an impartial survey revealing 80 p.c of consumers and sellers had been extra more likely to rent a C21 agent after seeing the advert.
Tori Keichinger
“Final 12 months, we established pleasure as our emotional territory,” Tori Keichinger, C21 vice chairman and head of selling, stated in a ready assertion. “This 12 months, we’re activating it in a extra consumer-centric method. Whereas working with our promoting company and talking with shoppers, we realized that our gold yard signal posts had been seen as iconic and so carefully recognized with our model that the gold-colored submit alone, even with out our signal hooked up to it, prompted folks to instantly affiliate the colour with the Century 21 model.”
“Our ‘legacy gold’ isn’t only a model coloration; it’s a sign,” she added. “It marks the start of the homebuying or promoting journey and represents the enjoyment our brokers assist ship day by day. This marketing campaign honors the place we’ve been, whereas displaying up for right now’s shopper in a contemporary, significant method.”
In an interview with Inman, Keichinger mirrored on the “Pleasure of House” marketing campaign, saying it spoke to shoppers’ resilience amid one of many hardest markets in latest historical past.
Lots of the headwinds present in October 2024 remainshe stated, together with new macroeconomic and geopolitical challenges. Nevertheless, she stated C21 remains to be targeted on showcasing the facility of an skilled agent and the way a house can underscore many vital life milestones, resembling a brand new job, marriage, beginning a household or retirement.
“I feel when folks take into consideration actual property, they give it some thought from a rational perspective of the headwinds that possibly our business could also be going through. However when they give thought to residence, they give thought to the moments of pleasure that they expertise with their household,” she stated. “They give thought to these little tiny micro moments which might be a part of the material in between, and our Century 21 brokers ship that pleasure of residence to the patron.”
“And so we need to shine a highlight on that brighter aspect of actual property that’s all the time there, that we have now all the time represented, no matter what the market appears to be like like, as a result of that’s finally what house is all about,” she added. “We’ve seen each kind of market by way of that over 5 a long time. I feel that’s what folks need. They need optimism. They need to be reminded of what residence represents.”
The brand new business, aptly named “Shade of Happiness,” shall be a keystone on the franchisor’s One21 Expertise in Las Vegas this week. Attendees acquired an unique first have a look at the business, a sneak peek at revamped legacy gold yard signposts and panels, and a set of customizable digital and print advertising and marketing belongings.
“The stage itself is formed as a large yard signal with the display because the panel. It (was) an actual wow second for brokers,” Keichinger stated. “We’re having enjoyable, totally different activations and actually bringing the enjoyment of our model, the enjoyment of residence, to life at this occasion. I imply, from each totally different place that you just look, there are alternatives for our community to actually see, really feel and expertise what they know, what they convey to their shoppers.”
The CMO stated C21 can be excited to enter the second 12 months of its partnership with Main League Soccer and to strengthen its reference to the league’s 11.2 million followers.
“We actually are reaching that subsequent era of homebuyers and sellers,” she stated. “Actually, (Main League Soccer) just lately launched a Imaginative and prescient Insights decoder report stating that its fan base is 1.7 instances extra probably than the (the final inhabitants) to be available in the market for a brand new residence within the subsequent six months.”
“Seeing the model and the marketing campaign come to life by way of that partnership gave us a possibility to the touch so many alternative codecs, whether or not it was in-arena and attending to have that visibility in entrance of followers, whether or not it was by way of the halo impact of that digital streaming, or internet hosting greater than a thousand members of our Century 21 community at video games all through the season,” she added. “So it actually gave us the chance to proceed to construct model publicity, but additionally deepen that reference to our model.”
