Unless you're talking about the mega-mansions of sports stars, it's not often you hear football and real estate in the same sentence.
But that's about to change. National real-estate firm CENTURY 21 plans to run their first 30-second spot during Super Bowl XLVI and will sponsor part of the pre-game show on NBC, a spokeswoman told U.S. News.
Although the company is staying mum on the specifics of the ad, it will "focus front and center on our agents," says Bev Thorne, CENTURY 21's chief marketing officer.
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"The Super Bowl is the last great campfire for the American family," Thorne says. "For most consumers, it's centered in the home and the home is the center of the services we're in business to support."
"When you advertise you want to be in front of your consumer," Thorne adds. "This is just the epitome in terms of the profession of being in front of the largest [group of] consumers in their home. It's a perfect event."
In terms of home buying and selling, it's a critical time for the real estate industry, Thorne says, even more reason to get the cogs turning in potential buyers' minds during the most-watched TV event of the year.
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Despite declines in home sales overall during the past few years, there will still be 5 million transactions in the coming year, Thorne says. "We have a lot of confidence in the notion that [homeownership] remains an extremely important element of American life," she says. "What better time to signal our confidence in this continuing to be an important foundation in the American economy, whether the economy goes up or down. It is an essential element."
mhandley@usnews.com
Twitter: @mmhandley
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