Century 21 bids adieu to TV ads

Real estate ad dollars continue migration to online

Century 21 Real Estate will stop running national television spots in order to beef up online advertising such as display ads, search-engine marketing, and partnerships with real estate listing sites.

The company is confident the move will benefit brokers, agents and their clients, saying it boosted online lead generation by more than 237 percent in 2008 — the cost per lead dropped 62 percent from a year ago.