What The Century 21 Super Bowl Commercial Can Teach Us About Selling A Home Today

CENTURY 21 Super Bowl Commercial What The Century 21 Super Bowl Commercial Can Teach Us About Selling A Home Today, Tallahassee Real EstateThe world of golden jacketed real estate agents is all a buzz about the Century 21 Super Bowl Commercial that will be shown for 30 seconds nine days from now.

Normally, I do not write much about my “brand,” as Century 21 does a whole lot of that themselves.

For those of you “normal” people that had no idea that there is going to be a Century 21 Super Bowl Commercial during the 3rd quarter of this year’s game, I am glad that I have caught your attention. And I would like to ask you a favor.

Whether or not you watch the game, please come back and visit this blog post sometime after the game and take the poll below. I am trying to gauge the impact that the Century 21 Super Bowl Commercial will have on the viewing public.

Century 21 Super Bowl Commercial Impact Poll

Was The Century 21 Super Bowl Commercial "Smart Marketing"?

View Results

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(Poll will show above here after the 3rd Quarter of the Super Bowl on February 5, 2012)

According to the press releases that I have received about the Century 21 Super Bowl Commercial, it will feature 3 superstars … Donald Trump, Deion Sanders, and Apolo Ohno.

Ohno indeed.

Total Cost Of The Century 21 Super Bowl Commercial

According to what I have read (I have not discussed this at all with CENTURY 21 Corporate), NBC is charging $3.5M for the average 30 second spot during the game.

Additionally, there are production costs, superstar royalties, and additional marketing costs (Access Hollywood will feature the Century 21 Super Bowl Commercial on Friday night) that will run the total cost of this marketing event to well over $4M.

Additionally, Century 21 will run the ad many times after the super bowl, but we can classify the cost of the additional runs as unrelated to the cost of the Century 21 Super Bowl Commercial (after all, they do advertise on TV all the time).Century 21 Super Bowl Commercial What The Century 21 Super Bowl Commercial Can Teach Us About Selling A Home Today, Tallahassee Real Estate

To put that into perspective, that 30 second commercial is going to cost the same as 200 well-funded, keyword dominance campaigns that could be run on the internet for the next several years.

Huh? What? Keyword dominance campaigns? What’s Joe rattling on about now?

Old School Marketing Versus Internet Marketing – Selling A Home In 2012

I wrote an article last year titled “Branding Is Bunk” and I think most corporate marketing people either don’t yet understand how the internet is changing the way we need to reach consumers, or worse, they are protecting their jobs by confusing those around them who do not know any better.

The $4M spent for the Century 21 Super Bowl Commercial will yield returns for our Company. In fact, since Deion Sanders is a former FSU Football player, its impact in Tallahassee might be greater than many other places. But I would have spent the money in a much different manner if I were heading up marketing for CENTURY 21.

I would have used the money spent on the Century 21 Super Bowl Commercial to build internet marketing channels that would have enhanced our ability to get homes sold on the internet. Fortunately for Tallahassee homeowners, we commit our budget to this very task and have the best internet marketing plan for selling homes that can be found anywhere on the internet.

Imagine how strong our online home selling plan would be with a budget increase of 11,000%! That’s right, give me an annual budget of $4M and a great name like CENTURY 21, and we would take-over the internet (at least for selling homes :)).

For now, we must wait to see just how effective the Century 21 Super Bowl Commercial will be, and don’t forget to come back and give us your two cents worth!

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About Joe Manausa, MBA

Joe Manausa, MBA is a 23+ year veteran of real estate brokerage in the State of Florida and has owned and managed his own company since 1992. He is a daily blogger with content that focuses on real estate analytics and providing his clients with a tactical advantage in today's challenging market.

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Comments

  1. Once upon a time, when only a dozen or so channels rules the air and the American audience didn’t have the options of the Internet or video games, CENTURY 21 build its internationally known brand through television advertising.

    When the Internet began to charge as a media consumption resource, CENTURY 21 departed to focus on make the interwebs work for the brand. The corporate folks have been doing this for some time and our on-line presence is hearty and healthy.

    Now, as we ate starting to see the sparks that could lead to a recovery, CENTURY 21 is returning to the biggest show on TV that most Americans turn to. We’ll be there to remind today’s consumer that we have weathered this storm, we are better than ever before and we can be found in all ways.

    That is a good investment even if we have to sacrifice a few banner ads.

    Moreover, I got to wonder why Pepsi, e-Trade, and Doritos continue to blow some dough on the Superbowl year after year? They certainly must know what at waste of money that is.

    • Thanks for commenting Hugo.

      Of course, I completely disagree with you. The notion of banner ads kind of says it all. That is not internet marketing. That, like the superbowl ad, are chasing the old fashion notion of “branding.”

  2. Bill Byrne says:

    I thought it was great!!! Kudos to C 21 Marketing gurus for getting us out there.

    • Bill, I think you might have forgot that we paid for this commercial. Do you really think it was a good use of our money? Three separate messages delivered in 30 seconds did not create much branding benefit.

  3. That c21 commercial is exactly why most realtors are, generally speaking, worthless.
    Waste of $$$. Present company excepted of course.

  4. I remember seeing a commercial with Deon and Trump.

    Didn’t realize it was Cent 21

  5. Joe,
    There was a review of Super Bowl ads in Monday’s WSJ in an article titled: “Auto Industry Ads Score at the Super Bowl.” They seemed to go out of their way to disapprove of the Century 21 Ad:
    Spots that fell flat, according to the ad executives polled, included commercials from companies such as Teleflora, General Electric Co., Century 21 Real Estate and Samsung Electronics Co.
    The best-performing rookie award went to Dannon yogurt, whose ad featured a woman head-butting actor John Stamos. The Danone SA-owned brand outdid other big-game ad rookies such as Century 21 Real Estate, which aired a spot featuring celebrities including Donald Trump. “It’s the most random collection of celebrities since ‘Dancing with the Stars,’ and it still doesn’t make me want to sell my house in this market,” said Matt MacDonald, executive creative director at WPP’s JWT New York.

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