Century 21 Effort Gets Real (Estate).

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Author: Greenberg, Karl

STRATEGY

CENTURY 21 WILL LAUNCH a national campaign this week, including its first network effort in several years, with a humorous message that shows how the real estate company is the right partner when it comes to the sturm and drang of buying and selling houses.

Three TV spots, via Lowe, New York, will break on network and cable, including sports programming.

The Parsippany, N.J.-based company, a division of Cendant Corp., will increase its media spend by more than 50% over 2004, according to John Greenleaf, svp-marketing. Century 21 spent more than $42 million on media last year, per TNS/CMR.

TV spots show people who have taken leave of their senses in their desperation to to buy or sell. In one, a family is touring a house, praising its virtues. "Can I help you?" a bewildered man says, looking up from his breakfast. "We've seen a thousand homes, and this is the one we want," the wannabe buyer says. "It's ... not for sale," replies the mystified owner. VO: "Having to take matters into your own hands to buy a house? Century 21 agents will work to get the right home for you."

"The basic stress for real estate consumers is that their agent will make them take matters into their own hands," said Dean Hacohen, Lowe executive creative director. The ads also tout the company's 21-point pledge and direct viewers to Century21.com.

"Last year was the strongest real estate market we have ever experienced, and early indications are that 2005 will be very strong, as well," said Greenleaf. "The effort reflects what we feel is the increased comprehensive nature of what we have to offer both to consumers, agents and brokers who are part of our system."

PHOTO (COLOR): Stay at home: The house isn't rockin', so don't come knockin'.

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By Karl Greenberg