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THE HISTORY OF CENTURY 21

Since 1971, the CENTURY 21® brand has been changing the real estate game by offering independent brokers, entrepreneurs, and affiliated agents the ability to achieve extraordinary results in an increasingly competitive market. But a lot has changed since then. Many have copied the CENTURY 21 approach, and over time we have seen a “sea of sameness.”

With more brand awareness than any real estate brand, Century 21 Real Estate is poised to change the game once again. To do this, we are reinventing what the CENTURY 21 brand means in the hearts and minds of those who are buying, selling, and working in real estate today. This starts with our mission – to defy mediocrity and deliver extraordinary experiences – and comes to life in our identity as a brand and the services we develop for our system members. If you affiliate with the CENTURY 21 System, you do not lose your flexibility or entrepreneurial spirit, just the opportunity to enhance it.

 

NATIONAL MARKETING PROGRAMS

We Are Relentless

As one of the original franchise pioneers, the CENTURY 21 brand has taken great pride in being the most recognized brand in real estate globally for two straight decades. But a lot has changed since 1971 and it was time for a remodel. So, we rebuilt it with our most valuable assets in mind: our agents.
The current National Advertising Campaign focuses on how CENTURY 21 sets the standard for the extraordinary experience that consumers should demand from a real estate transaction. Coming to life across print, digital, audio, and TV, this cross-platform program is reaching home-buying consumers wherever they are consuming content.

    

 

2020 Abandonment Campaign

Our new Abandonment creative is an evolution from the Relentless Moves campaign and expands on the reasons why home buyers and sellers should never settle, compelling consumers to demand more from their real estate agent. Why is the CENTURY 21 brand positioned to call out the industry like this?
  • Being unresponsive and lazy are the biggest gripes people have with agents: The most sought-after trait is responsiveness (47%), ahead of professionalism, local expertise and experience.
  • The CENTURY 21 brand is delivering an extraordinary experience: It’s been the most recognized and respected brand in the industry for 21 years.
  • Home buyers and sellers can expect more from CENTURY 21 affiliated agents: CENTURY 21 affiliated agents have a 98% recommendation rating, pointing to the brand’s focus on customer service.
     
This year the C21® brand will partner with Disney, with a focus on ESPN, for the 3rd year, continuing to align our mission of defying mediocrity and delivering extraordinary with other brands that are doing the same. By focusing our marketing efforts with Disney umbrella of brands we are able to access more opportunities to reach larger, more diverse audiences in meaningful ways including:

  • Brand integrations on GMA
  • Custom content on National Geographic
  • Integrations into sports content and games live on ESPN
  • Custom content with ESPN, featuring our C21 agents alongside sports personalities
  • ESPYs sponsorship of the Breakthrough Athlete of the Year