Estate Agent Century 21 Combats Agent Abandonment in Latest Campaign

Estate agents Century 21 found that almost a quarter (23%) of people the brand surveyed who used a real estate agent said that their agent had not reached out to make contact with them following the closing, leaving them feeling a bit abandoned after being handed the keys to their new home.

As the brand committed to shifting the mindset of real estate from a mere transaction to an extraordinary experience, this breakdown in customer service inspired Century 21 to create the Abandonment campaign with MullenLowe. The series of social, digital, and broadcast TV spots demonstrate how its relentless agents go above and beyond for their clients throughout the entire buying and selling process. This commitment to excellence has resulted in Century 21 agents receiving a 98% recommendation rating from their clients.

Abandonment is set to debut Tuesday, March 3rd across Disney Media Networks, including ESPN, ESPN 2, ABC, and Good Morning America’s Strahan Sara & Keke, followed by elements of the campaign airing on National Geographic later throughout the year.

“For most people, the home buying and selling experience can be exciting, but also extremely intimidating without the right partner to guide you along the way,” said Cara Whitley, chief marketing officer, Century 21 Real Estate LLC. “The ‘Abandonment’ campaign captures what it feels like when clients settle for anyone less than a Century 21 agent. Our company is committed to shifting the real estate mindset from one of transactions to extraordinary experiences. With the right relentless expert by their side, every step of the way, what can often feel like a massive undertaking instead becomes something to be celebrated.”