Australia’s fastest-growing homemaker brand, Home Beautiful, has forged a strategic marketing partnership with Century 21, the largest real estate agency group in the Asia Pacific region.
The five-year trans-Tasman partnership will service estate agents in Australia and New Zealand, leveraging Home Beautiful’s ability to create meaningful connections, coming to life through an integrated content play that spans Home Beautiful’s print and digital assets as well as Seven West Media properties.
The first of the content elements of the partnership has launched with a new digital vertical on the Home Beautiful site titled ‘Open Homes’ which is as much about the real estate market as it is about homes.
The vertical brings together the talents of the Home Beautiful editorial team with the real estate expertise of Charles Tarbey, Chairman and owner of Century 21, to create content for Home Beautiful’s home obsessed audience.
The April issue of the print magazine will then follow with an eight-page curated selection of dream homes from Century 21’s Australia and New Zealand listings.
The partnership also opens a new distribution network for Home Beautiful which already has a total footprint of more than 2.3 million. From April, agents throughout the Century 21 network will stock branded copies of the magazine and share them with clients.
For Century 21, the relationship with Home Beautiful signals a new national marketing strategy with the business previously focused on building its brand at a local level.
Pacific’s Wendy Moore said: “With their love for finding and creating the perfect home, real estate is a key passion point for the Home Beautiful audience. Our readers have their finger on the pulse of the market whether they are looking to renovate, buy or invest.
“Partnering with Century 21 is a natural fit for us as we seek to grow the brand into new areas and extend our reach to different audiences. We’re incredibly excited to be working with Century 21 and see this as only the beginning of a major long-term partnership.”
Century 21’s Tarbey said: “Century 21 has been offering its customers and clients advice around the home for almost 50 years. Partnering with Home Beautiful gives us the opportunity to continue this conversation.
“Utilising the expertise behind Home Beautiful makes this an unparalleled offering not seen within the real estate industry before. Our customers and clients will be kept informed on all aspects surrounding the home from buying and selling to financing, upgrading and styling of their current or future home, all combined with the expertise of our Century 21 agents.”
 emma CMV Sep 2018, Nielsen DCR Oct 2018, Social Fast Facts Oct 2018