Property Management

Century 21 Expands Advertising, Recruiting to the Hispanic Community

Century 21 Real Estate Corporation’s Hispanic campaign will be expanded this year to include an advertising focus on professional sports venues of significant appeal to the Hispanic community. In 1997, the CENTURY 21 System became the first real estate company to reach out to the Hispanic community with targeted advertising and marketing, and remains the only national real estate brand targeting the Hispanic community through national radio, national television, as well as during various news programs. "Brokers have utilized news articles about the initiative to recruit new sales associates and have generated hundreds of leads through television advertising, radio spots and printed materials targeting the Hispanic community," said Robert Moles, president & CEO of Century 21 Real Estate Corporation. "The CENTURY 21 System intends to further boost its outreach efforts aimed toward the Hispanic community through print media, as well as in print and electronic advertising and collateral." This year’s campaign includes a television spot targeting first-time home buyers. The campaign tag line, "Una inversion para toda la vida," (translation: "An investment of a lifetime") addresses the value of home ownership versus renting - a critical issue for Hispanic home buyers. Development of the CENTURY 21 System’s 1998 Hispanic campaign was steered by the System’s Hispanic Task Force, made up of brokers in strategic marketplaces around the country. The initial campaign was produced specifically for a Spanish-speaking audience and addressed the home-ownership concerns of the Hispanic marketplace, the fastest growing demographic in the United States.

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