#SoundsofHome Campaign Attacks the Senses and Your Social Newsfeed

In a recent article by Michael Wolff, “Ad blockers impair digital media,” he makes mention that, “… advertising does not ever get better; at its best, it is intrusive — hence, people (at least sentient people) will always block it if they can. And, to boot, their pages will load faster. “ While I understand this point of view (I mean who doesn’t get annoyed when a pop-up ad interrupts your leisure reading of the Times while on the morning commute) I don’t agree that advertising does not ever get better.

Case in point, at my brand we have made reaching the consumer in unique and innovative ways a critical component of our social media strategy. No one wants a pop-up ad to interfere with their media consumption, but if they are scrolling through their newsfeed and stumble upon an ad that makes them feel something, they are definitely more likely to pause and think about the message you are trying to send.

In the latest example of our efforts to reach today’s mobile / social consumer in ways that surprise and delight, not annoy, we launched the #SoundsofHome campaign. The campaign includes four 15-second videos that alert the Facebook newsfeed reader that they must click on the video to hear the sound. For example: “Auto-play videos do not have sound, to hear bacon frying on a Sunday morning,
click or simply spend time at home. Find Yours at C21.com.”

The ads stimulate the senses both visually and audibly. So, while Apple’s move to supply ad blockers with iPhones and Safari may have a negative impact on Google’s ad revenues, we feel comfortable that our SMARTER. BOLDER. FASTER. approach to digital marketing will continue to position our brokers and affiliated sales professionals well in the hearts and minds of today’s consumers.

I am most definitely on Team Jeff Jarvis and his suggestion, “…that ads ought to become smart and engaging — that technology properly applied could make ads smarter and more engaging.”  In my humble opinion, if you are not generating creative content that resonates with your audience, the ROI on your marketing investment will continue to decrease as consumer control over what they view continues to increase across all media platforms.

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#WorldsWorstGarageBand Turns Up the Volume for CENTURY 21®

In our ongoing efforts to have our social campaigns live up to our SMARTER. BOLDER. FASTER. (and in this case LOUDER) marketing, CENTURY 21 set out to find the worst amateur garage band that the internet had to offer, and we’re pleased to report, there is no shortage of talent out there.  We have gathered four of the nominees here for our inaugural World’s Worst Garage Bands campaign / contest.

These videos feature original music by the “newly discovered” bands. To vote for your favorite, visit our dedicated Tumblr voting site: http://worstgaragebands.tumblr.com





The bands were paid (minimally) for their talents and are fully aware of what the campaign is called. As they say in PR, all publicity is good publicity.  These self-styled rockstars love what they do, and they’re not afraid to laugh at themselves. The bands are definitely in on the joke.

Why would Century 21 Real Estate seek out, and pay for, bands who assault our eardrums? Because no matter how good your neighbors’ music is, if it’s too loud, you’re going to want to move. Fast!  CENTURY 21 affiliated brokers and sales associates help people do just that.

This campaign is the latest digital drumbeat campaign released by CENTURY 21 this year.  The others included: #EmptyNesters and #C21FASTER.


Empty Nesters Campaign Focuses on the Positives of What’s Next

Century 21 Real Estate has released its “Empty Nesters” campaign right in the heart of graduation season. The three part digital ad campaign takes a light-hearted look at how parents are coping with their little ones “leaving the nest,” literally, in the ads.

Graduation season is a bittersweet time for many parents who are on one-hand proud of their daughters and sons who have achieved academic success and taken that first step toward independence; however, on the other hand comes the realization that these 20-somethings will soon be leaving home, many of them for good.

According to the Mayo Clinic, “Empty nest syndrome isn’t a clinical diagnosis. Instead, empty nest syndrome is a phenomenon in which parents experience feelings of sadness and loss when the last child leaves home.” While this realization is painful for many it can also bring a new sense of opportunity and excitement as the Mother says in the ad below, “Yep, she’s gone. Time to move to Florida.”

For many parents this may be a time to explore the possibilities of investment properties, think vacation home, or downsizing into a maintenance free lifestyle, think…no more shoveling snow or mowing the lawn. Whatever the case may be the question of post-retirement housing scenarios is something that is on a lot of Baby Boomer’s minds. This is where the campaign’s tagline says it all, “We’re Here for What’s Next.”

CENTURY 21 Releases New National Television Ad Campaign

The SMARTER. BOLDER. FASTER. real estate brand recently released its latest television ad campaign during March Madness to coincide with one of the most watched sporting events of the year, the Men’s NCAA Basketball Championship.

A little behind the scenes fact: The elderly gentleman riding on the golf cart in “The Chase” had just hired an agent the week before being cast for the spot. It was his acting debut! #Awesome

Which ad is your favorite?

#DetlefSayMyTweet Campaign Brings the Madness to March

Last week, CENTURY 21 kicked-off its 2015 national television advertising campaign during the NCAA men¹s basketball tournament. Now, beginning with the round of 16, we¹ve created further madness with former NBA All-Star Detlef Schrempf reading some of your tweets and adding a random word of his choosing! Here is a sample:

View all of the #DetlefSayMyTweet videos at YouTube.com/Century21.