A collection of seven ad spots created around a “Public Reality Announcement” began airing in late April as part of realtor.com’s “Homes for the Real of Us” campaign. The :15- and :30 second spots are tailored to viewers watching real estate, lifestyle realty, or food television.
Each ad satirizes the unreal content of such shows followed by a reminder that when a viewer is ready for a real home search, realtor.com® can help, explained Andrew Strickman, the group’s head of brand and chief creative.
“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.”
Research conducted by realtor.com revealed consumers who are searching for a home “want real; they don’t want to see luxurious homes they can’t afford, they want a realistic picture of a home search.”
The “Homes for the Real of Us” campaign launched earlier in April to focus “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.” The campaign is the first work from realtor.com’s new relationship with Huge, its agency of record.
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, the campaign’s creators stated.
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.”
The Public Reality Announcements 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. The spots can be viewed at the following links:
- Unreal Real Estate (:30)
- Unreal Reality (:30)
- Unreal Process (:30)
The “Homes for the Real of Us” campaign debuted during the NCAA Final Four and across broadcast and cable networks as well as in cinemas preceding “Avengers: Endgame.” Over the next year, the campaign will appear across the primetime television, major cable networks, and digital media.
Since Realtor.com®, The Home of Home Search?, pioneered the world of digital real estate 20 years ago it has become a trusted resource for home buyers and sellers by offering an extensive inventory of for-sale and rental listings, along with access to information, tools and professional expertise. It is operated by News Corp subsidiary Move, Inc. under a perpetual license from the National Association of REALTORS®.