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Century 21 Real Estate LLC will launch a new global marketing campaign Nov. 25 that seeks to center “The Joy of Home” in the homebuying process.

In addition to a presence on digital and social media, the subsidiary of Madison-based Anywhere Real Estate Inc. will also spread the message from two prominent billboards in Times Square, it announced Thursday.

Additionally, the campaign, launched in partnership with advertising agency Siltanen & Partners, will include commercials, such as a 60-second brand manifesto ad set to the track “Keep it Up” by Good Neighbours (see video below).

Amid persistent uncertainty in the housing market, Century 21 reported in September that homebuyers predominantly felt positive about finding a new home. Conducted by global market research organization Ipsos, and commissioned by C21, 56% of respondents reported excitement, 47% joy, 44% hope and 34% pride in the process, according to the report.

The new campaign also centers on this phenomenon.

Century 21 Real Estate Vice President, Head of Marketing Tori Keichinger spoke with NJBIZ ahead of the launch, offering insights into the new marking campaign. She described the rollout as a reinvigoration of what the brand has stood for. “That we have always been famous for delivering the joy of home to everyone,” she said. “And we know that that’s something that is at the heart of what all home buyers want at the end of the day. But more important, it’s what they’re prioritizing.”

Holiday joy

According to the company’s recent Today’s Homebuyer Report, community is top of mind for buyers, which it described as a “key factor” in decision making. In fact, the report found 88% of recent and intended homebuyers were willing to compromise on home elements if a community offers a “perfect” fit. The advertising effort taps into that.

The launch intentionally coincides with the onset of the Season of Joy, as winter holidays approach. Keichinger said the timing fits perfectly with the seasonal messaging. “We know that over the next couple of weeks, in particular, there are moments of joy that are happening in homes all across the globe,” she said. “But perhaps even more important, around those dinner tables, there are conversations about hopes and dreams and resolutions that are being made for the next year.”

Amplifying the joy, the Century 21 campaign will shine across Times Square with two billboards configured in a corner window display as holiday shoppers and sightseers take to the streets in Manhattan. According to Times Square, between 250,000 and 300,000 pedestrians traverse the plaza each day. On the busiest days, that number can be as high as 400,000.

“In our legacy, we have been known for the iconic gold yard sign post. And so it felt really appropriate for us to have a physical manifestation of this campaign in a way that really paid homage to our legacy and had a physical representation of that, but also connecting to the theme of the campaign,” Keichinger explained.

According to her, the timing also helps get ahead of consumers’ plans as the spring selling season approaches.

A closer look

Visuals from the campaign highlight “Moments of the Century” with warm images that evoke emotion, focusing on people and what brings them together – rather than the walls that contain them.

“We wanted to make sure that we were recognizing that the way that a consumer views home is the way that we as a brand view home,” Keichinger said.

Additionally, as a global brand, leaving specific houses out of the messaging instills a universality that can carry the campaign across markets worldwide.

“Showing the exterior of the home is not always going to connect with every single consumer, but showing the meal of the century or the nap of the century – everyone can relate to that no matter what market you’re in, what stage you’re in, in that home buying journey,” she said.

At Century 21, Keichinger said the campaign is receiving positive feedback from brokers and agents.

“First and foremost. I think that there’s a feeling of pride that is reflected back in this campaign,” she explained. “These moments of joy are ultimately why our brokers and agents are in this industry, because that is the product of their hard work. So I think the connection that they feel to this campaign is so much deeper than just an ad to them.”

‘Marketing Mad Libs’

The advertising initiative also comes amid a larger industry shakeup, following the National Realtor Association settlement earlier this year. As a result, changes went into effect in August pertaining to buyer agreements and commissions.

As the relationship between consumer and agent finds new footing, the Century 21 homebuyer report found that 92% of recent or intended homebuyers place emphasis on their agent having insight into how the community will grow in the future. “The Joy of Home” campaign helps reinforce that.

For the social media component, consumers can share their own, personal #JoyOfHome moments, big or small – kids playing outside, dancing in the kitchen, bringing home baby or any other number of occasions. This interactivity helps Century 21’s network of 130,000 agents and brokers add their own layers to the campaign.

“So that’s where the idea of ‘Moments of the Century’ can almost serve as marketing Mad Libs, if you will, where our agents and brokers can fill in the ‘blank’ of the century and highlight a moment that happens at home in their market,” Keichinger said. “They can even use user-generated content to spotlight moments from their clients’ lives.

“There just so much ripe opportunity for our network to activate this on a local level, which is really where the magic happens.” she added.

The brighter side

“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,” commented Century 21 Real Estate LLC President and CEO Mike Miedler in a Nov. 21 statement. “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.”

The campaign will continue across social and digital channels, activating on broadcast and streaming throughout 2025.

“For us, this has been part of our DNA from the very beginning 53 years ago, when we were founded; we’ve always represented that brighter side of real estate,” Keichinger said. “We’ve stood for optimism and joy, and this campaign is really a celebration of who our brand is and how our agents help deliver the theme of the campaign, which really focuses around those moments of the century. Those little moments that in the comforts of home can feel really epic that at the end of the day is what our Century 21 brand and our agents deliver every day.”