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Century 21 Real Estate, franchisor of the Century 21 brand, recently received global recognition for its brand reinvention at the Inman Innovator Awards in the US.
Century 21 took out the accolade for most innovative marketing campaign at the awards, which recognises visionaries and forward-thinking individuals and companies in the industry.
Chief marketing office for Century 21 Cara Whitley said that real estate was in a state of flux and that was what prompted the reinvention by Century 21.
“As the real estate industry continues to dynamically change and evolve, we’re constantly challenged to progress and push the industry forward, which was a huge motivating factor behind this year’s rebranding campaign,” the CMO said.
Century 21 offices in Australasia are currently in the process of being updated after it was announced at their Australasia conference earlier this year.
Chairman and owner of Century 21 Australasia Charles Tarbey announced the pending launch and said that the seven-figure marketing spend would leverage all types of media to promote the group’s new brand.
“We are confident that our upcoming marketing campaign is aspirational and powerful enough to do this and will provide our offices with a competitive advantage in their local markets,” Mr Tarbey said.
Mr Tarbey said that he was pleased with how the new-look Century 21 was connecting with the industry, and now they just needed to connect the new brand with consumers.
“Connecting a brand in a positive way with consumers is a proven tactic that can both build brand equity and drive sales,” the chairman said.
The 2018 Inman Innovator Awards were announced at the Inman Connect conference in San Francisco last week and brought together over 4,000 agents, brokers, CEOs and other members of the industry.
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