Century 21 rebrands to combat complacency in the real estate market

Century 21 Real Estate has unveiled a rebranding campaign that represents a complete overhaul and one that aims to combat complacency and mediocrity in the real estate industry.

According to the company, the new brand was developed around the disconnect between the investment people make in buying or selling a home and the perceived value they receive from finding the right real estate agent who fits their needs.

A new branding spot by MullenLowe humorously uncovers the frustrations people have with real estate agents. In the 60-second spot, ‘Don’t Settle for Average (Unless You’re in the Market for It)’, a young boy boasts about the fantastic characteristics of his home – the open concept kitchen, the “masterpiece” master bath, man cave and even the neighbors – until we get to the end and realize the kid doesn’t actually live there. “Because the real estate agent never showed us this place,” he says as he runs out of the house after being found out.

The spot positions Century 21 as a solution for the 70% of homeowners who settle for the first real estate agent they find, according to the Home Buyer and Seller Generational Trends Report 2017 by the National Association of Realtors research department.

The spot is airing as part of an integrated media partnership with ESPN that aims to build the association between Century 21 and its relentless pursuit of excellence, while also tapping into the passion that consumers and agents share for sports. As part of the cross-platform partnership, the Century 21 brand will be sponsoring "relentless moments" in sports, creating live commercials featuring ESPN’s Kenny Mayne alongside Century 21 System members and executing digital content integrations that will be distributed across ESPN social platforms.

The campaign is launching with a new visual identity, TV, digital, social and print components, along with the media partnership with ESPN.

"This is just the beginning of the bold ambitions we have for challenging existing conventions in real estate relationships and to progress the industry in ways that favor the consumer yet directly help our agents and brokers break through the clutter and noise and win in the markets they operate in," said Cara Whitley, chief marketing officer, Century 21 Real Estate. "Our rebranding campaign is more than a logo; it is recognizing that every broker and affiliated agent has their own way of doing things that work for them, and providing a clean and clear stage for their individual personalities and unique stories to be told."

As part of the brand campaign, Century 21 Real Estate introduced a new logo, which features a refreshed color palette that stays true to its iconic gold and black scheme, while also embracing new graphics.

This brand relaunch is the latest evidence of a new era at Century 21 Real Estate, which was ushered in by Nick Bailey's appointment as president and chief executive officer, and comes on the heels of a recruiting campaign aimed at targeting relentless entrepreneurs.

Overall Rating
4/5 Vote

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.