Century 21 Real Estate Announces New Advertising Campaign to Attract Hispanic Home Buyers
In a press release on PR Newswire, Century 21 Real Estate LLC announced that it has partnered with a full-service Hispanic and digital advertising agency to help meet the needs of Latino communities.
Century 21 has approximately 6,900 independently owned and franchised broker offices in 78 countries and territories throughout the world. The efforts will primarily focus on the United States market, and the agency aims to attract more Hispanic home buyers with the help of Polyvora Advertising.
“We are committed to aligning the organization’s business mission and goals with sustainable home ownership in the Hispanic community and to bringing Latino entrepreneurs into the business of real estate,” said Rick Davidson, president and CEO of Century 21. “Polvora Advertising will help us to connect our System members to Hispanic home buyers and sellers — authentically — so that our independent offices and affiliated agents are able to meet the challenges of this dynamic and culturally diverse community.”
Cara Whitley, chief marketing officer at Century 21, said that this new initiative furthers the work the agency has already done with the National Association of Hispanic Real Estate Professionals and other diversity associations.
“Our goal is to be at the forefront of starting conversations about the Latino people, community and culture, and to focus attention on the importance of the Hispanic community to the real estate industry, to our economy and to our nation as a whole,” Whitley commented.
Programs like the Federal Housing Authority’s mortgages and other private banking institutions have helped to make housing more affordable for Americans in recent years.
Yet most families not only need affordable housing in terms of down payments and closing costs, but they also need it to be sustainable throughout the life of the mortgage, as Davidson alluded to. The average homeowner will spend between 1 and 4% of their home’s value on annual maintenance and repairs, and that figure only goes up the older a house gets.
Century 21 isn’t the only company that offered some relief to Hispanic home buyers this year.
In September, Iowa-based Wells Fargo introduced a similar initiative, according to the Des Moines Register, to court a growing yet underserved part of the U.S. population.
The company announced an ambitious plan in the fall to loan $125 billion to as many as half a million Hispanic home buyers over the next decade.
As for Century 21, this isn’t its first foray into the Latino market. In 2014, they launched a Spanish-only website, espanol.century21.com, featuring translated listings. They also worked with NAHREP to present a theatrical presentation across the United States, called “53 Million and One: Nuevo Latino Tour.”
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