Connecting Cross-Cultural Hispanic Communities To The CENTURY 21 Real Estate Professional
Reimagined Spanish Website Speaks Authentically to Hispanic Homebuyers/Sellers
MADISON, N.J., Sept. 12, 2017 /PRNewswire/ -- As part of an ongoing effort to better connect and interact with the cross-cultural makeup of the many diverse Hispanic communities in the United States and around the globe, Century 21 Real Estate LLC today announced a relaunch of its Spanish website, espanol.century21.com. The foundation of the new 'look and feel' pays careful attention to tone, simplicity and delivering relevant content and imagery to create an authentic, one-stop experience that helps guide the Hispanic community, a vitally important segment to housing and to economies as a whole, through their entire homebuying and selling journey.
"Our user research showed that the relationship bond between real estate agents and Hispanic home buying and selling clients is built on trust, and an affinity and understanding of the dramatic cultural disparities within this dynamic consumer segment," said Cara Whitley, chief marketing officer, Century 21 Real Estate LLC. "Ultimately, the driving force behind the relaunch of espanol.century21.com was to connect Latino and Latina home buyers and sellers with C21® Hispanic agents and those who speak Spanish to help provide better outcomes to clients and customers who view the home not just an asset, but also as the center and future of their families."
Just last year, the iconic C21 brand released a 2016 Millward Brown consumer survey that showed that the Latino Community at large and Hispanic Millennials endorse Century 21 Real Estate significantly higher than the competition. In addition, the survey found that 70% of Hispanics are most likely to consider CENTURY 21® the next time they decide to buy or sell a home, and are most likely to recommend the CENTURY 21 brand to someone else.
Looking ahead, CENTURY 21 is continuing its long-standing relationship with the National Association of Hispanic Real Estate Professionals (NAHREP), including today's general session at the NAHREP National Convention where president and CEO Nick Bailey will speak about how the leading global franchisor is helping to advance the mission of the Hispanic Wealth Project. Bailey is announcing a new C21® mentorship program to help Spanish women become real estate entrepreneurs called, "Empowering Latinas" and a Hispanic influencer program that authentically speaks to Spanish millennials about the home buying and selling process.
"Our efforts are more than simply translating English into 'Spanglish' or focusing only on cultural nuances--it's an authentic mix of visuals, copy and overall storytelling that is intrinsically connecting Hispanics to the C21® brand," added Whitley. "By featuring Spanish-speaking Americans in familiar, real-world settings in the language that helps Hispanics remain connected to their culture, we are showing how we understand their needs intimately and value the tremendous impact they are having on our industry, the economy and the nation as a whole."
About Century 21 Real Estate LLC
Century 21 Real Estate LLC is comprised of approximately 7,450 independently owned and operated franchised broker offices in 79 countries and territories worldwide with more than 115,000 independent sales professionals. Century 21 Real Estate has numerous websites to help answer specific consumer needs. They are century21.com, century21global.com, commercial.century21.com, century21.com/finehomes, and espanol.century21.com.
©2017 Century 21 Real Estate LLC. All Rights Reserved. CENTURY 21® and the CENTURY 21 Logo are registered service marks owned by Century 21 Real Estate LLC. Century 21 Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated.
Century 21 Real Estate LLC