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

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. During that review, Arnold enlisted New York’s Vidal, Reynardus & Moya Advertising to help on the Hispanic portion of the presentation. Arnold works with Vidal on such accounts as McDonald’s.
Other than Vidal, Century 21 has spoken to The Rivera Group, also New York, about the business. That agency recently helped the client develop its initial Hispanic campaign, including a television spot on Univision, radio, print and collateral.
The campaign, characterized by Trainor as “incredibly successful,” borrowed little from the client’s general market work. Instead, the effort focused on Century 21’s ability to assist Hispanic immigrants with the home-buying process.
“As the leading real estate organization in the world, we are always looking for new opportunities and ways to help people reach the American dream, which is home ownership,” Trainor said. “We’re No. 1 in the world and the U.S. There is an expectation that we should be leading the way [in terms of] emerging markets.”
The client will not conduct a formal review per se. Trainor said Century 21 is contacting agencies it hears of by “word of mouth” rather than issuing requests for proposals. He hopes to select a shop by the end of November.
A subsidiary of HFS Inc., Century 21 comprises 6,200 independently owned and operated franchised brokerage offices, with 110,000-plus brokers and agents in 20 countries and territories worldwide.–with Hank Kim and Judy Warner