Homeownership, said Bev Thorne, Century 21s chief marketing officer, is not a humorous topic, even during the Super Bowl.
There are many people for whom this is a good time, Throne said. Clearly, we understand the venue that that were in. One of our important objectives is to be entertaining and impactful. That doesnt mean laugh-out-loud funny.
The company made the decision a year ago to purchase its first-ever Super Bowl ad, part of the culmination of Century 21s yearlong 40th anniversary celebration and an unofficial kickoff all puns intended to the spring home-selling season. The spot, featuring speed skater Apolo Anton Ohno, NFL Hall of Fame cornerback Deion Sanders and Donald Trump, plays off the companys marketing tag line Smarter, Bolder, Faster by showing how well a real estate agent can best the three men.
Its a pricey effort for Century 21 to put its agents front and center. NBC reportedly charged an average of $3.5 million for a 30-second spot. In addition to the third-quarter ad, the company also has assembled more than a dozen teaser ads that will run before the game. Online, it began uploading videos to YouTube in the fall that teased the commercial.
Residential real estate is a competitive business as agents chase pieces of a much smaller pie, switch firms and find that their reputations can change from one consumer review website to another.
Century 21 doesnt expect to determine overnight whether the ad scores, and it doesnt expect to persuade someone to purchase a home. But it will reach people and may help determine brand preference if the thought of buying or selling a home is on their minds, said Thorne.
Think about where most people are (during the game), Thorne said. This is the last great American campfire. It may not be my home, but we sit around in a home, front and center. We think its perfect.
Playing defense
The headline on the press release issued recently by the Appraisal Institute was one that appraisers have been telling homebuyers and sellers for some time: Dont shoot the messenger.
The Chicago-based trade group is tired of homebuilders and real estate agents blaming its members for the state of the market and the fact that purchase contracts are falling apart before closing because the appraisals are not matching the agreed-to prices.
The message from the groups president, Sara Stephens, is that sellers are still setting their sights too high and need a reality check, even five years after the housing bubble burst.