Nostalgic consumer campaign celebrates the
power of human connection and optimism in today's real estate
market
MADISON,
N.J., Nov. 21, 2024 /PRNewswire/ -- Century 21
Real Estate LLC, a subsidiary of Anywhere Real Estate Inc.
(NYSE: HOUS) and a global industry leader, today unveiled its new
global campaign, The Joy of Home. The multi-faceted media
campaign - which will span social and digital media, in addition to
two iconic Times Square billboards - leans into a more humanized
message that celebrates what today's home buyers are prioritizing:
community, connection, and a deeper sense of joy.
As the housing market continues to evolve and adapt to a
changing economy, The Joy of Home reminds consumers that
homeownership is about more than just a financial investment—it's
about establishing connections, building community, and the unique
shared moments that transform a house into a home. In fact, a
recent study commissioned by Century 21 Real Estate reveals that
homebuyers remain optimistic despite an uncertain market, with 56%
expressing excitement about their new homes and 65% of recent
buyers feeling a stronger connection to their community after
moving. 1
"The journey of homeownership is a deeply emotional experience,
and the spirit of this campaign reflects that," said Tori Keichinger, Vice President, Head of
Marketing at Century 21 Real Estate LLC. "The heartwarming creative
blends nostalgia with fresh, modern imagery that connects the
brand's past and present, while showcasing its enduring commitment
to delivering the joy of home."
The overall theme focuses on "Moments of the Century," honoring
the joyous moments, whether big or small, that evoke a feeling of
home and invites consumers to share their own personal moments via
social media using #JoyOfHome.
Whether it's welcoming a new pet, hosting a family gathering, or
simply savoring a few quiet moments with loved ones, "Moments of
the Century" captures the essence of what it means to truly be at
home. The campaign makes its debut on November 25 across social media and digital
platforms, as well as two iconic billboards in Times Square,
featuring a striking corner window display that symbolizes the
warmth, comfort, and happiness of finding a place to call home. It
will also include various commercials, including a 60-second brand
manifesto ad set to the track "Keep it Up" by Good Neighbours. The
campaign will continue across these channels, activating on
broadcast and streaming throughout 2025.
"The CENTURY 21® brand has always been about more than just real
estate. Consumers trust CENTURY 21 independent agents to guide them
in making what is not just one of the largest investments in their
lives, but the joyous realization of their homeownership dreams,"
said Mike Miedler, President &
CEO of Century 21 Real Estate LLC. "We understand that there may be
challenges along that road, especially in today's market, but what
lies at the heart of their journey is creating a future for their
families. Debuting this campaign in Times Square during the holiday
season perfectly captures this sentiment and serves as an
invitation for everyone to reflect on the pride, warmth, and
connection that comes with owning a home."
As the most respected in the industry and the most recognized
name in real estate2, the CENTURY 21 brand has spent
more than five decades building a reputation of top-quality
customer service as its network of sales professionals guide
clients along their personal real estate journey. Instantly
recognized by its memorable gold branding, the CENTURY 21 brand is
beloved by consumers with appearances of its iconic gold agent
jackets throughout pop culture, from Hollywood hits to top television series. These
cultural touchpoints reflect the brand's deep connection with
consumers, and this new campaign builds on that legacy, reinforcing
the CENTURY 21 brand's ongoing commitment to excellence.
For more information about The Joy of Home campaign,
please visit https://www.century21.com/real-estate-blog/joyofhome.
For more information about the CENTURY 21 brand, visit
www.century21.com.
1Study Source: 2024
Homebuyer Insights Study. The survey results are based on a
starting sample of a nationally representative group of n=6,020
U.S. adults ages 18-64. After screening, a total of n= 1,041 recent
(purchased a new primary residence in the past two years) or
intending (intend to purchase a primary residence in the next
twelve months) homebuyers completed the survey (n=500 and n=541,
respectively), with samples among Hispanic (n=270), Gen Z (n=279),
and Millennial (n=390). The study was conducted by Ipsos, a leading
global market research organization, from July 17th, 2024, to July 24th,
2024.
2 Study Source: 2023 Ad
Tracking Study. The survey results are based on 1,200 online
interviews with a national random sample of adults (ages18+) who
are equal decision makers in real estate transactions and active in
the real estate market (bought or sold a home within the past two
years or, plan to purchase or sell a home within the next two
years). Recognition question based on consumer awareness of brand
in question. Results are significant at a 90% confidence level,
with a margin of error of +/-2.4%. The study was conducted by
Kantar Group Limited, a leading global market research
organization, from November 17 - December 1,
2023.
About Century 21 Real Estate LLC:
Built on a legacy of trust and client-first service, the nearly
130,000 independent CENTURY 21® sales professionals in
approximately 11,100 offices across 79 countries and territories
are committed to guiding clients along every step of their real
estate journey. As the most respected in the industry2,
the CENTURY 21 brand equips its system members with the
industry-leading tools, resources, and marketing assets that help
take their business to new heights. Century 21 Real Estate has
numerous websites to help answer specific consumer needs. They
include century21.com, century21.com/global,
century21.com/commercial,
century21.com/finehomes and espanol.century21.com.
Century 21 Real Estate LLC is a subsidiary of Anywhere Real
Estate Inc. (NYSE: HOUS), a global leader in real estate
franchising and provider of real estate brokerage, relocation, and
settlement services.
© 2024 Century 21 Real Estate LLC. All Rights Reserved. CENTURY
21®, the CENTURY 21 Logo and C21® are registered service marks
owned by Century 21 Real Estate LLC. Century 21 Real Estate LLC
fully supports the principles of the Fair Housing Act and the Equal
Opportunity Act. Each office is independently owned and
operated.
MEDIA CONTACT:
Erin Siegel
Century 21 Real Estate LLC
erin.siegel@century21.net
201.913.1432
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SOURCE Century 21 Real Estate LLC
