Century 21 Eyes No. 1 Realtor Role In Spanish-Language Marketing

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Hoping to lead its industry in Latino marketing, Century 21 Real Estate Corp. is in the “investigative stage” of a review for a Hispanic agency, the client confirmed.
“We have discussions going on with a number of firms,” said Mike Trainor, executive vice president of marketing products and services for the real estate firm, based in Parsippany, N.J. He declined to reveal the budget for the national Hispanic account, which would target 125 U.S. markets.
Last month Century 21 hired Arnold Communications in Boston to handle its $40 million general market advertising.

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