• Century 21 has hired an advertising agency to market itself to Hispanic homebuyers, sellers and real estate agents.
  • Century 21 has also sponsored a theatrical presentation and rolled out a Spanish version of its website to woo Hispanics.

Marking the real estate franchisor’s latest bid to tap the Hispanic community for business and talent, Century 21 has partnered with Polvoara Advertising, a digital advertising agency that specializes in branding companies to the U.S. Hispanic market.

The agency will be tasked with helping Century 21, which claims over 100,000 sales associates in 78 countries and territories worldwide, connect with Hispanic homebuyers and sellers, “so that our independent offices and affiliated agents are able to meet the challenges of this dynamic and culturally diverse community,” said Century 21 CEO Rick Davidson in a statement.

In addition to “aligning the organization’s business mission and goals with sustainable homeownership in the Hispanic community,” Century 21 is also committed “to bringing Latino entrepreneurs into the business of real estate,” he said.

The partnership marks Century 21’s latest step to market itself to Hispanics.

Polvora Advertising team

Polvora Advertising team

Century 21 recently became the exclusive partner of the National Association of Hispanic Real Estate Professionals’ (NAHREP) “53 Million & One: Nuevo Latino Tour,” a theatrical presentation being shown in 25 cities across the United States. And in 2014, it rolled out a Spanish version of its national listing portal.

Email Teke Wiggin.

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