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Staff Reporter
Century 21 is beginning a new advertising campaign today that will seek to emphasise its global stature, the company said.
The campaign will seek to leverage a campaign launched last year by Century 21 in the United States, which culminated in an ad in the third quarter of the US Super Bowl. The commercial featured property mogul Donald Trump and was broadcast to an audience of 111.3 million people.
“Century 21 is the largest real estate organisation in the world,” said Charles Tarbey, chairman and owner of Century 21 Australia.
“The consistency across the Australian and US campaigns allows the company to reinforce the fact to the Australian public that when using the services of a Century 21 agent, not only are you working with a local expert, you are also engaging with someone who has the support, systems and training of a global organisation behind them.”
The new campaign, entitled ‘Smarter, Bolder, Faster’, and which begins today, will see radio and television commercials, and a new website, promote the "expertise, commitment and speed" of Century 21 agents across Australia.
“Extensive research has shown us that when selecting a real estate agent, Australians want the most informed, committed and responsive real estate practitioners in the marketplace,” Mr Tarbey continued.
Century 21 has launched a new website which, the company said, “is faster, more user-friendly and has inbuilt search engine optimisation, ensuring increased online visibility for Century 21 and its offices in the marketplace.
“It also has refined search capabilities including ‘automatic predictive’ search technology.”
Each Century 21 real estate agent will receive a personal webpage, “enabling individual agents to showcase their current listings, sales achievements, client testimonials, awards and social media links.”
Century 21’s campaign follows new marketing and advertising initiatives by other franchise groups, including LJ Hooker and Richardson & Wrench.
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