Dads are hard to shop for because when you ask what they want, they always say, “Nothing.” So Century 21 Real Estate is helping consumers give their old man exactly what they want this Father’s Day: a piece of nothing — Nothing, Ariz., that is.
At GiveDadNothing.com, a microsite built by Century 21, consumers can enter their fathers’ names to receive a free certificate granting a parcel of land in Nothing — which, true to its name, is a ghost town in Mohave County, Ariz. — for 24 hours on Father’s Day, Sunday, June 19. The certificates can be downloaded and printed or emailed.
A copy of the certificate users will receive. (Courtesy of Century 21)
Think of it as the perfect gag gift to suggest to your clients, an excuse to keep in contact around a cherished holiday and remind them that you’re in the business of real estate — even if this particular endeavor won’t yield their lifelong dream of home ownership.
Century 21 said in a statement that the #GiveDadNothing campaign is a strategic way for its agents to build rapport with their clients. “This campaign allows us to tap into a culturally relevant moment in time and help our affiliated sales associates engage, connect and build long-term relationships with home buyers and sellers in a clever, unexpected way,” Cara Whitely, Century 21’s chief marketing officer, said in the statement.
Take a look at the company’s video promoting the initiative below.