The Super Bowl is less than a week away and fans are abuzz in anticipation for the “HarBowl” or the “SuperBaugh,” as the matchup between San Francisco 49ers and Baltimore Ravens pits sibling coaches against one another.
But football in general is a family affair — especially among viewers. According to Century 21’s Big Game Survey conducted in December, 84 percent of Americans watch the game from the comfort of their own home, a friend’s home, or a family member’s home.
“It gives us an unprecedented opportunity to tell our story in front of the largest TV viewing audience of the year,” said Century 21 Chief Marketing Officer Bev Thorne. “What’s great is it’s set in the home, which is the heart and soul of the services we offer.”
Drawing a record 111.3 million viewers last year, Super Bowl game day has evolved into a celebrated multimedia phenomenon, infiltrating YouTube channels, Facebook statuses, and Twitter feeds. It’s also a big game day for advertisers — and Century 21 is in the huddle again this year.
Last year, they became the first real estate company to advertise during the Super Bowl in 21 years. The commercial featured Donald Trump, Deion Sanders, and Apolo Anton Ohno working with a Century 21 agent who does it “Smarter. Bolder. Faster.”
“Because [the Super Bowl] brings together friends and family in a very familial environment, it’s a great opportunity for lots of conversation, so we’re putting our Century 21 agents in the middle of those conversations,” Thorne said.
Super Bowl advertisers paying between $3.7 million and $3.8 million per 30-second ad spot. For Century 21, that investment paid off in 2012. Continue reading »
Mountain climbing: it’s the ultimate individual and team sport. In many ways it parallels working in real estate. You need to set an objective then find out what it’s going to take to accomplish your goal. Then you have to stick to it and continue to push through any unforeseen obstacles. And if you’re working in a team environment, you must lend a hand to make sure all members of the team meet the target at hand.
“I relate it a lot to the real estate business,” said Rick Davidson, president and CEO of Century 21. “It teaches you to be nimble, to move at the speed of the market and your clients, and to do what’s necessary to meet the objective at the end of the day.”
Davidson, who has been an avid high-altitude climber since the 1990s, decided to combine his extreme sport passion with another endeavor – fundraising for Easter Seals, Century 21’s philanthropic partner benefiting children with disabilities. So in 2006, Davidson launched Climb for Kids where he annually assembles a team to summit a mountain in order fundraise while inspiring those around them.
“Our business is all about the community,” Davidson said. “And we owe it to our communities to give back and truly be active participants.”
This year, Davidson successfully led the Climb for Kids team up Pico de Orizaba and Iztaccihuatal, Mexico’s highest and third-highest mountains respectively. He was joined by Scott Becker of Century 21 New Millennium, Alexandria, Va., Steve DuBrueler of Coldwell Banker Premier Properties, Winchester, Va., Greg Harrelson and Brendon Payne of Century 21 The Harrelson Group, Myrtle Beach, S. C., Angela Lieb of Century 21 Real Estate LLC, St. Louis, Mo., and Jeff Simon of Century 21 Affiliated, Madison, Wisc.
The team of seven climbed the 17,000- and 18,000-foot mountains in a span of eight days starting Nov. 23. What’s more, it was the first high-altitude climb for four of the seven team members.
“To get those four people to take a risk and make a commitment so significant, and then get out and make it happen, it says a lot about the inspiration,” Davidson said. Continue reading »
One of the best things about any Super Bowl telecast is the ads. And this year advertisers will pay a whopping $3.5 million for 30 seconds of air time for the largest television audience all year. Century 21 will be the only real estate franchise advertising for the big game and will debut three ads during the third quarter of Super Bowl XLVI. The franchise enlisted the help of Donald Trump, Deion Sanders, and Apolo Ohno.
“The timing couldn’t be better for Century 21 Real Estate to advertise in the Super Bowl, and I’m happy to be a part of it,” said Trump in a statement. “The truth is many Americans believe in the value of home ownership and for people who are in the position to buy, this is a great opportunity to either enter the market or move up into a better home.” Here’s a sneak peek at what you’ll see on Sunday.
And seeing this prompted us to dig through the vault to find other entertaining real estate ads. Enjoy! Continue reading »