Humor Hits Close to Home in realtor.com® “Find it First” Online Ad Campaign
April 18, 2013
Realtor.com® launches online ad campaign with “Find it First” video spots
SAN JOSE, Calif., April 18, 2013 – Realtor.com®, the leader in online real estate operated by Move, Inc. (NASDAQ: MOVE), announced the launch of the second installment of its “Find it First” advertising campaign. For the latest stage in the marketing and advertising initiative, realtor.com® partnered with award-winning advertising agency Pereira & O’Dell. Together, the companies conceived video ads depicting humorous scenarios of what happens when a consumer has their heart set on a property, only to realize that multiple buyers have discovered the same dream home.
Realtor.com® first launched “Find it First” in March with a comprehensive corporate re-brand that included a new website design, logo and the tagline, “Where Home Happens.” The new videos underscore the importance of timely and accurate data in the home buying process. With national inventory at record lows and home prices on the rise, the housing sector is shifting in favor of sellers. In light of these conditions, it’s more important than ever for buyers to have a leg up in the home search.
“Buyers’ competitive edge lies in the accuracy, comprehensiveness and timeliness of listing data,” said Barbara O’Connor, executive vice president of marketing at Move, Inc. “The foundation of ‘Find it First’ is that your perfect home is also someone else’s, especially in this tight housing market. We decided to use humor in these videos to highlight a surreal example of how important it is to find your dream house first, using the accurate and timely data from our realtor.com® desktop, tablet and mobile platforms, together with the expertise of a local REALTOR. ”
Online video ads for “Find it First” launched this week, and will run through June on platforms such as Yahoo!, Yelp and Curbed, as well as national newspaper network sites. To view the ads, please visit http://realtor.com/finditfirst/.
“Our aim with the new videos was to use humor to tell the story of just how competitive finding your perfect home can be,” said Dave Arnold, executive creative director at Pereira & O’Dell New York. “The home buying process is emotionally charged. By injecting a little bit of the absurd, we were able to play on the competitiveness of the market in a fun and entertaining way that we think will really resonate with consumers.”
Realtor.com® receives listings directly from more than 800 Multiple Listing Services (MLSs), more than any other real estate website. Through these connections, realtor.com® provides the most accurate and comprehensive data in the industry, enabling consumers to search 98 percent of all for-sale properties listed in the U.S.
Operated by Move, Inc., (NASDAQ: MOVE), realtor.com® helps connect people with the content, tools and expertise they need to find their perfect home. As the official website of the National Association of REALTORS®, realtor.com® empowers consumers to make the smartest decisions when it comes to finding a home by leveraging direct connections with more than 800 MLSs to deliver the most accurate and up-to-date listing information in neighborhoods across the country, and by making timely and meaningful connections between consumers and REALTORS®. Whether through desktop, mobile, or tablet versions, realtor.com® is where home happens.
About Pereira & O’Dell
Pereira & O’Dell (www.pereiraodell.com) is an international award-winning advertising agency that combines techniques from traditional advertising, digital, PR and design to create innovative campaigns, programs and products that are in sync with how consumers behave today. The agency was recently named to both Advertising Age and Creativity 2013 A-Lists based on the company’s business performance, impact on clients’ businesses as well as industry leadership and innovation. Among the Pereira & O'Dell client roster are Mattel, Intel, Skype, BevMo!, Corona and Henkel North America.