REMI Applauds Century 21’s The Sims Social Ad Campaign

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The Real Estate Marketing Insider names its Tech Breakthrough of the Week following a story detailing real estate firm Century 21’s marketing campaign within the online games, SimCity Social and The Sims Social.

REMI announced its Tech Breakthrough of the Week as Century 21’s advertising campaigns within online social games, following a story reported by Inside Social Games. The real estate giant has recently concluded its second social gaming ad campaign in The Sims Social. This campaign builds on the success of its earlier campaign in SimCity Social.

SimCity Social and The Sims Social are online games developed by Naxos designed to work with Facebook. Facebook users can access these games through their profile and depending on the game, develop characters or cities and interact with other users’ similar avatars. The Sims Social allows users to build and expand property, earn money, and develop their avatars’ skills. On the other hand, SimCity Social consists of building and maintaining cities. Century 21 used both engines as hosts for advertising campaigns, most recently with The Sims Social. The Sims Social campaign was simple: a fireplace add-on branded with the Century 21 logo that players could purchase for their avatars’ homes.

While Century 21 hasn’t released statistics about the effectiveness of this latest campaign, REMI is very excited about the breakthrough into social gaming. Social gamers are ideal targets for advertising real estate. Being ten million strong, social gamers overwhelmingly represent important real estate demographics, with over a third occupying the 25-34 age-bracket associated with first-time home purchases. A spokesperson for Century 21 said that compared to average social network users, social gamers are 27 percent more likely to buy a home within a year. Finding the client in a recreational, no-pressure space is an important step forward in online marketing, and REMI believes that “playing” with the client can help alleviate the impersonality of online business. For working to reach online clients in a new, playful context, Century 21 and its The Sims Social advertising campaign receive the title of REMI’s Tech Breakthrough of the Week.

The Real Estate Marketing Insider named an online ad campaign by Century21 as its Tech Breakthrough of the Week. Century21’s campaign consisted of a branded add-on to the popular Facebook-based game The Sims Social, which attracts 370,000 daily users.

About Real Estate Marketing Insider:
The Real Estate Marketing Insider brings real estate news, tips, and analysis to professionals, home buyers, and investors. The online magazine is based in La Jolla, Calif., and can be found at

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