SANTA CLARA, Calif.,
May 10, 2021 /PRNewswire/
-- During a time when the COVID-19 pandemic has created a
seismic shift in the real estate industry, prompted a swirl of
economic uncertainty, and pushed home buyers to the edge, realtor.com® unveiled its "Homes
for Every Homebuyer" campaign and tagline "To each their home."
Centered on empowering consumers with the options and expertise to
make confident decisions, the campaign demonstrates the uniqueness
of every home journey and how realtor.com® can help buyers find
a home based on what's most important to them.
Today's home buyers are in the middle of the most competitive
buying season of all time. There are 50% fewer homes on the market
year over year, and home prices, at a national median of
$375,000, have surpassed all-time
highs and are selling in 43 days. On top of all this, the
transaction of buying a home has never been harder. Consumer
research reveals first time home buyers are overwhelmed. They are
worried about missing out on the perfect home and making
mistakes.
"At realtor.com®, we
believe buyers and sellers need a helping hand to get them through
the process. They crave choices and partners who can help them get
exactly what they need on their terms," said Mickey Neuberger, chief marketing officer for
realtor.com®. "That's
why we offer an open real estate marketplace that helps them
understand their options, connects them with vetted partners, and
brings them experiences for all stages in the home journey. At the
end of the day, we help them feel confident every step of the
way."
This campaign is launching at a time when realtor.com® has been seeing a
surge in growth. Total brand awareness is at a record high, since
we started measuring 8 years ago. Realtor.com® has
broken several monthly traffic records over the last year and hit a
new high in March of 108 million unique users, a 60% increase
year-over-year. It's grown traffic faster than its closest
competitor every month for the last 14 months (Comscore) and was up
44 percent year-over-year in the past quarter alone (internal
metrics).
Developed by Huge, Inc., Homes for Every Homebuyer humorously
highlights the very specific needs of three different sets of home
buyers -- a family of cacti, a troll couple and a vampire -- and
how they used realtor.com® features to help
them find exactly what they are looking for. Although the
characters are fictional, they have very relatable must-haves and
their situations are reflective of first time home buyers --
couples (married or living together), families with children, and
singles.
"What we want in a home is deeply personal, filled with the
quirks and idiosyncrasies that make us who we are. This campaign
embraces individuality and drives home a clear message -- it
doesn't matter what you are looking for, realtor.com® can help," added
Neuberger.
In the first spot, a family of cacti demonstrate how they used
the draw on map feature and flood zone filter to find the perfect
home in a hot dry climate, as their neighbors invite them to a pool
party over and over again, despite the fact that they can't go in
water. "Marco polo, anyone?" Second, a troll couple is
having their new neighbor for dinner as they show how they
found a larger home using the square footage filter and price
alerts. In the last spot, a vampire shows how he used the draw on
map feature to relocate from Transylvania to Penn...syl...vania (in
dracula voice) and then turns into a bat. Each spot ends with
realtor.com®'s new
tagline "To each their home."
Fede Garcia, global executive
creative director at Huge Brooklyn, "Each home search process is
different, because as people, we are all different. For realtor.com®, it's about
personalization and finding the one house that is perfect for every
one of us. We are all very unique in our needs and we decided to
illustrate that fact by showing the home search process of a set of
very unique individuals, as well as their ultimate success in
finding a place they love. And, as the tagline says, 'To each their
home'."
There's no one size fits all when it comes to buying or selling
a home. According to a recent survey of first time home buyers, 5%
of first timers are looking for a 1-bedroom home, 28% a 2-bedroom,
50% a 3-bedroom, and 17% 4-bedrooms or more. When asked where they
are planning to move, 40% revealed they are planning to stay within
their current city; 27% are moving to a nearby city; 15% are moving
to a city further away, but in the same state; and 17% are moving
out of their state.
Homes for Every Home Buyer features both :30 and :15 sec spots
and launched today across TV, cable and digital.
Cacti :30 spot
Trolls :30 spot
Vampire :30 spot
Cacti :15 spot
Trolls :15 spot
Vampire :15 spot
Creative credits:
Realtor.com®
Mickey Neuberger - Chief Marketing
Officer
Amit Kulkarni - VP, Brand &
Creative
Charlie Quirk - Brand Strategy
Director
Brent Wollack - Associate Creative
Director
Stephanie Giller - Manager, Creative
Operations
Alexandra Rodriguez - Brand
Manager
Agency: Huge Brooklyn
Campaign Title: "Homes for Every Homebuyer"
Client: Realtor.com
Global Executive Creative Director: Fede
Garcia
Group Creative Director: Anthony
DeCarolis
Creative Director: Lindsay Cliett,
David Roth
Sr Copywriter: Alex Katz
Sr. Art Director: Mackenzie
Dunsmoor
About Realtor.com®
Realtor.com®
makes buying, selling, renting and living in homes easier and more
rewarding for everyone. Realtor.com® pioneered the world
of digital real estate more than 20 years ago, and today through
its website and mobile apps is a trusted source for the
information, tools and professional expertise that help people move
confidently through every step of their home journey. Using
proprietary data science and machine learning technology, realtor.com® pairs buyers and
sellers with local agents in their market, helping take the
guesswork out of buying and selling a home. For professionals,
realtor.com® is a
trusted provider of consumer connections and branding solutions
that help them succeed in today's on-demand world.
Realtor.com® is operated by News Corp [Nasdaq: NWS,
NWSA] [ASX: NWS, NWSLV] subsidiary Move, Inc. under a perpetual
license from the National Association of REALTORS®. For
more information, visit realtor.com®.
Media Contact
Lexie
Holbert lexie.puckettholbert@move.com
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SOURCE realtor.com