Realtor.com®: "The Home of Home Search"
Ad spots will debut during the premiere of “The Handmaid’s Tale” as part of the brand’s video-first strategy
SANTA CLARA, Calif., (April 25, 2018) – During one of the most competitive housing markets of all-time, realtor.com® today premiered its largest brand campaign to date, reassuring buyers their wants can be a reality with realtor.com®. The new campaign, “The Home of Home SearchSM,” delivers the single-minded message: buyers need realtor.com® to find their must-have home features.
With more MLS-listed, for-sale homes nationwide than any other search site and easy to use search filters – such as square footage, number of bedrooms, schools and nearby lifestyle amenities – buyers can use realtor.com® to help them find their dream home. The first three spots, “You Want Privacy”, “You Want Floorspace” and “You Want a Garage”, will debut during the Season 2 premiere of Hulu’s Emmy Award-winning hit, “The Handmaid’s Tale,” of which realtor.com® is the exclusive real estate sponsor. The campaign will be joined by “You Want a Kitchen”, “You Want a Dog”, “You Want a Guest Room” and “Summer” as the campaign rolls out to traditional media partners including ABC, NBC, CBS, HGTV, Bravo and will appear during American Idol, Rise, 60 Minutes, Survivor and the NBA Playoffs.
“Our new campaign focuses on the core of what we do. In nearly every market, buyers are facing low inventory, higher prices and rising interest rates, and it’s never been more important to have the right home search site. With more MLS-listed for-sale home listings that update in real-time throughout the day, it’s imperative that home shoppers know not all real estate search sites are the same. The realtor.com® site and app can give them an advantage in today’s competitive market,” said Ryan O’Hara, chief executive officer for realtor.com®.
Created by Pereira O’Dell in collaboration with Andrew Strickman, realtor.com®’s head of brand and chief creative, The “Home of Home SearchSM” campaign includes 12 TV spots, as well as unique digital, audio, and out-of-home content. Realtor.com’s® new digital media agency of record, Crossmedia, has been working for months to design the brand’s most expansive digital plan ever that includes the aforementioned Handmaid's Tale sponsorship alongside a targeted video-first strategy. These elements will help to drive scale and frequency as the brand introduces The Home of Home Search campaign to consumers.
The spots are directed by Imperial Woodpecker’s Stacy Wall and tell the story of the highly personal “wants” that trigger a home search in a warm, humorous tone that has become the hallmark of the realtor.com® brand. Flipping home search on its head, the spots show the results of the search – a nearby grocery store for teenage boys who are constantly hungry, a chef’s kitchen for when you learn to cook, a backyard where your dog can act like a dog — then transitions to the specific realtor.com® feature that helped them search, demonstrating how much the buyer needs realtor.com.®
“Our Home of Home Search campaign is the next step in the evolution of the realtor.com® brand,” said Nate Johnson, chief marketing officer for realtor.com®. “After five years of campaigns that have been extremely effective in bringing our brand awareness to all time highs, we’ve refined our strategy to focus on educating people on why realtor.com® exists – helping people find the home of their dreams. There is no better site than realtor.com® for serious home buyers and we are constantly evolving our experience to make it easier to find whatever it is you want in a home.”
Agency:
Pereira O'Dell, New York
Executive Creative Director: Dave Arnold
Creative Directors: Jake Dubs, Suz Keen
Copywriter: David Mattera
Art Director: Perry Morton
Head of Production, New York: Tennille Teague
Associate Producer: Rhea Phipps
Managing Director: Cory Berger
Director of Brand Management: Mona Gonzalez
Brand Director: Erin Shanahan
Brand Manager: Whitney Swain
Director of Strategy: Tom Naughton
Brand Strategist: Kira Loretto
Director of Communications Strategy: Antoine Brown
Senior Communications Strategist: Charley Cobbin
Director of Business Affairs: Russ Nadler
Business Affairs Manager: Christina Hadly
Production
Company: Imperial Woodpecker
Director: Stacy Wall
Managing Partner/Executive Producer: Doug Halbert
Line Producer: Kristin Porter
Editorial / Finishing Company:
Company: Arcade Edit
Editor: Geoff Hounsell
Editor: Dave Anderson
Assistant Editor: Jeff Lopus
Exec Producer: Sila Soyer
Producer: Gavin Carroll
Flame Artist: Tristian Wake
Flame Assistant: Mark Popham
Color Company: The Mill Colorist: Fergus McCall
Audio Company: Heard City Engineer: Phil Loeb Engineer: Keith Reynau
Music
Guest Room, 2 Car Pergola Company: Squeak E Clean Productions, Inc.
Privacy Song: You Don’t Love Me Artist: Dawn Penn Supervision: Squeak E Clean Productions, Inc.
Take Out Song: Back to Me Artist: Moonchild Company: Search Party
Sound Design
Company: Barking Owl Sound
Designer: Morgan Johnson
Producer: KC Dosset
“Real time” refers to for-sale listings updating on realtor.com® occurring at least every 15 minutes on average in most areas.
