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Real estate agent network Century 21 Real Estate will be increasing their advertisement efforts for Super Bowl XLVII after a similar investment last year produced a great deal of publicity.
Last year, the Super Bowl commercial featured business magnate Donald Trump, speed skater Apolo Anton Ohno and former football star Deion Sanders (smarter, faster, stronger).
"Our sole objective with our advertising is to help our agents grow their business and in 2012 it did exactly that," Century 21 chief marketing officer Bev Thorne. "What we are looking to do is be in the middle of conversations, particularly for those homebuyers and sellers who are active in the market looking to buy or sell a home."
Last year, the Super Bowl reported the largest viewing audience in U.S. history. Hoping to see an even greater audience, Century 21 will run an hour-long sponsorship of the pre-game show, leading up to a 30-second third quarter advertisement. The real estate franchisor will reveal its chosen spokespeople closer to February.
Thorne commented that with interest rates at historic lows, now is a great time to consider home buying for many and a key factor in the increased advertising strategy.
The SuperBowl advertising paralleled a 40% increase in unique visitors to its website year-over-year through September, according to an independent data firm that provides the company with results.
"So as you can see, that’s the basis of conversations turned into website visits, turned into leads, turned into appointments, turned into more closed transactions," said Thorne, adding this is possible because of an improved housing market.
In addition to Super Bowl advertising, Century 21 became the official real estate sponsor the U.S. men and women’s soccer team. “We are looking very favorably toward the results of our 2013 advertising, continuing on the growth we began in 2012 and even growing far beyond that,” Thorne said. “We’re excited about it.”