SANTA CLARA, Calif.,
April 22, 2019 /PRNewswire/
-- Realtor.com®, The Home of Home Search℠, today
introduced its new "Public Reality Announcement" spots that
intercept people watching real estate, reality, and food TV shows
to help them understand there's a big difference between the homes
they're seeing on screen and the reality of home buying. The seven
spots are part of realtor.com®'s new brand campaign,
"Homes for the Real of Us," which is built around the simple idea
that real people need real places to live, rather than the fantasy
frequently implied in a majority of real estate advertising.
When it comes to searching for a home, consumers want real; they
don't want to see luxurious homes they can't afford, they want a
realistic picture of a home search, according to research conducted
by realtor.com®. The brand's new "Homes for the Real of
Us" campaign, which launched earlier this month, focuses on the
discrepancy between the advertising-fueled myths of home buying and
the sometimes hard, always exhilarating, and eventually satisfying
reality of finding the right home. By acknowledging the silliness
of the stereotypes and embracing the "real" of the process,
realtor.com® is able to inspire confidence in homebuying
to provide what consumers really need. It marks the first work from
the brand's new relationship with agency of record, Huge.
"By poking fun at these misconceptions, our campaign reinforces
that people want and need real information and expertise during
their home search," said Andrew
Strickman, head of brand and chief creative for
realtor.com.® "Real is in our name. It's in our DNA.
That information and expertise is exactly what
realtor.com® offers."
"Public Reality Announcement" is a collection of ad spots,
within the broader "Homes of the Real of Us" campaign, that are
tailored to viewers watching real estate, lifestyle reality,
or food television. After satirizing the show's unreal content,
each :15 and :30-second concludes with a reminder that when a
viewer is ready for a real home search,
realtor.com® can help. These ads will appear on channels
such as HGTV, MTV and The Food Network, as well as a variety of
digital placements across Instagram, Facebook and Twitter.
Strickman added, "Although the drama-filled lavish lifestyles of
reality TV and luxury amenities of real estate shows can be really
entertaining, they also create unrealistic expectations about the
buying process," said Andrew
Strickman, head of brand and chief creative for
realtor.com®.
Jason Musante, Global Chief
Creative Officer of Huge, said, "Real. It's in short supply these
days but needed now more than ever — especially as it relates to
the home buying experience. It took a brave client working
collaboratively with the creative team to strike the perfect
balance between funny and informative to bring that message to
life."
"Homes for the Real of UsSM" is the next chapter in
the brand evolution of The Home of Home Search℠, which debuted
during the NCAA Final Four, and across broadcast and cable networks
earlier this month, and will appear in cinemas preceding "Avengers:
Endgame" later in April. Over the next year, the campaign will
appear across the primetime television, major cable networks,
and digital media.
To view the Public Reality Announcement ad spots, please see
below:
- Unreal Real Estate :30 https://youtu.be/Voh7AK1zq2c
- Unreal Reality :30 https://youtu.be/Cxp4KGJkKL8
- Unreal Process :30 https://youtu.be/EJDCdCrNAgU
For the latest from realtor.com® follow
@realtordotcom on Twitter and Instagram and
Facebook.com/realtor.com.
About realtor.com®
Realtor.com®, The Home
of Home Search℠, offers an extensive inventory of for-sale and
rental listings, and access to information, tools and professional
expertise that help people move confidently through every step of
their home journey. It pioneered the world of digital real estate
20 years ago, and today is the trusted resource for home buyers,
sellers and dreamers by making all things home simple, efficient
and enjoyable. 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®.
About Huge
Huge is a global experience agency
providing marketing services and digital transformation to the
world's largest businesses and best-known brands. Headquartered in
Brooklyn, NY, Huge has more than
1,500 employees working across 15 offices throughout North America, Europe, Asia,
and Latin America. The agency is
part of the Interpublic Group of Companies. For more information,
visit hugeinc.com.
PR Contacts:
Lexie
Holbert
Realtor.com
Email: lexie.puckettholbert@move.com
Christie Allport
VP, Global Communications at Huge
Email: callport@hugeinc.com
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SOURCE realtor.com