#USA #Century 21 #Madison, NJ #Joy of Home #MLS Partnership

CENTURY 21 Unveils 'Joy of Home: Chapter 2'

In an exciting development, CENTURY 21 Real Estate LLC has rolled out the next chapter of its marketing initiative entitled 'Joy of Home: Chapter 2.' This nationwide campaign aims to shift the dialogue around real estate to highlight what truly resonates with consumers—the immense joy, deep meaning, and endless possibilities that come with discovering a place to call home.

The new campaign made its debut during the brand's annual One21® Experience global conference in Las Vegas, where real estate agents and brokers from the CENTURY 21 family were introduced to an engaging 30-second television spot titled 'Color of Happiness.' Alongside this fresh advertisement, a variety of customizable marketing assets were presented, enabling local agents to tailor the campaign to better connect with their audiences.

A significant highlight of 'Joy of Home Chapter 2' is the prominent use of the CENTURY 21 brand's signature color—'legacy gold.' For over five decades, this hue has represented the brand's commitment and has become a symbol of the emotional milestones tied to homeownership. Tori Keichinger, the Vice President of Marketing at Century 21 Real Estate LLC, shared insights on the brand's direction: "Last year, we established joy as our emotional territory. This year, we're bringing it to life in a way that centers around the needs and desires of our consumers. During our research, we discovered that our gold yard signs have become iconic—people immediately connect that color with the CENTURY 21 name, even without any branding. Our 'legacy gold' doesn’t just signify our brand; it represents the excitement that surrounds embarking on the home buying or selling journey."

The 'Color of Happiness' Advertisement

The advertisement crafted by Siltanen Partners, the brand's advertising agency, skillfully uses powerful imagery and evocative narration to illustrate how gold permeates daily life—found in gardens, breakfast tables, nurseries, festive celebrations, and the soft light of morning. The narrative culminates in a profound truth: the joy of home stems from cherished moments, and CENTURY 21 independent agents strive to make those significant moments happen for their clients. This commercial is strategically scheduled to premiere across various media platforms, including digital, social, and streaming, while also enhancing visibility during Major League Soccer (MLS) matches on Apple TV during this season.

Empowering Local Engagement

Simultaneously with the new advertising strategies, CENTURY 21 has refreshed its set of marketing tools, aiding approximately 11,000 offices spanning 79 countries to engage with 'Joy of Home Chapter 2' within their communities. These tools encompass:

• - Updated gold yard signposts and panels
• - Customizable video spots for local application
• - Social media and digital graphics
• - Templates for out-of-home advertising and billboards

These resources not only bolster the brand's global message but also empower agents to adapt and localize it, ensuring a relevant connection with their respective communities.

Momentum Through MLS

The 'Joy of Home Chapter 2' campaign is a continuation of CENTURY 21's fruitful partnership with Major League Soccer, which has shown promising results. During its inaugural season, the brand enjoyed a notable 11% rise in brand recall among viewers, exceeding average gains expected across MLS partnerships. Additionally, it has been found that MLS enthusiasts are 1.7 times more likely than the general public to be on the lookout for buying a home in the near future. With the programming for 2026 now available on Apple TV, this partnership further extends the campaign's reach.

As the popularity of soccer continues to surge in the United States, especially with the world championship coming to North America in 2026, CENTURY 21 is perfectly situated to blend sports, community engagement, and the concept of home into their marketing efforts.

Highlighting Proven Success

The initial 'Dedicated to the Joy of Home®' campaign, which launched in late 2024, made a bold statement with eye-catching placements in Times Square, quickly establishing itself as one of the most unified marketing endeavors in the CENTURY 21 brand’s history. Its reach extended through digital and traditional advertising, with localized versions crafted in multiple countries.

Moreover, CENTURY 21 was recently recognized by TIME and Statista as one of the Most Iconic Companies in America. According to a consumer advertising survey conducted in 2025:

• - Over 80% of participants who viewed the Joy of Home advertisements were more inclined to consider CENTURY 21 Real Estate.
• - The brand held its ground as the most recognized name in the real estate sector, marking 27 consecutive years of leading brand awareness.
• - Consumer perception has increasingly defined the CENTURY 21 brand as contemporary and relevant, affirming the modern appeal of the campaign.

Keichinger concluded, "The data resonates with feedback from our network. Franchisees haven’t merely run the campaign—they've made it their own, from billboards to community events, and initiatives led by agents that celebrate service and connections. The Joy of Home concept sparked genuine pride and participation, and this enthusiasm is steadily rising as we embark on our second year."