Century 21?

Century 21, the real estate company, is advertising on the Super Bowl this year.

I know what you are thinking: Century 21? Really? What in the world is Century 21 doing advertising on the Super Bowl?

It isn’t the most opportune time for a real estate company to invest in a Super Bowl spot. The housing market continues to slump. Prices have fallen, and sales of both new and existing homes are quite weak. There aren’t even many homes for sale; housing inventory at the end of 2011 was the lowest it has been in four years.

So is Century 21’s strategy crazy?

I suspect not.

There is a good chance the housing market will improve in 2012; the low inventory level is a positive sign and many people are optimistic that things will get better. If so, Century 21 is wise to get in front of the trend.

Even if the market doesn’t improve, Century 21 stands to benefit from its first-ever Super Bowl spot. The company will apparently be touting its excellent agents, saying they are smarter, bolder and faster. This message could attract both sellers and buyers. Century 21 will get a boost simply by showing up; it is the only real estate company advertising on the Super Bowl this year (or in many years).

If nothing else, Century 21’s Super Bowl spot will fire up its agents. It is an optimistic sign and a sizable commitment to the business. And after years of weak sales, Century 21 agents certainly need something to cheer about.