Accuracy in residential listings is so vital to home buyers that premier online listing service realtor.com® has launched a national advertising campaign, Accuracy Matters, to educate consumers about the importance of relying on realtor.com® to provide them the most accurate U.S. residential listings.
Created by Pereira & O’Dell New York and directed by Uber Content’s Daniel Strange, the new campaign features two 30-second commercials: “Mom” and “Dog Architects.” These advertisements entertainingly show what happens when home buyers look for new homes using inaccurate real estate search applications versus the realtor.com® mobile apps. Strange’s lighthearted approach brings warmth to the realtor.com® accuracy message, while highlighting the growing conversation around out of date listings on competitor websites.
Set to broadcast nationally through 2014, Accuracy Matters uses an integrated-marketing approach including television and digital advertisements, contests and social media focused on the hashtag #AccuracyMatters .
Additionally, realtor.com® and the National Association of REALTORS® are collaborating to educate consumers about how accurate residential listings ensure a faster and less stressful search for the perfect home. The second stage of Accuracy Matters will launch when the NAR debuts new creative later this year.
“There’s nothing more irritating than finding a home you love during your search and learning that it has recently been taken off the market or that the price has been updated,” said Barbara O’Connor, chief marketing officer for Move, Inc. “Accuracy Matters provides us with an opportunity to remind home buyers that the frustration of inaccurate listings is completely avoidable. Using realtor.com®mobile apps or its website gives buyers a leg up on the competition and helps them avoid wasting their time viewing incorrect listings.”
Since the inception of its first advertising campaign, realtor.com® has held steadfast to its unique brand personality and tone that differentiates it from competitors in the real estate marketplace. Building on the humorous personality launched in last year’s award-winning Find it First campaign, Accuracy Matters goes further to emotionally engage consumers through situational and visual humor.
“Coming from a real estate family, I’ve seen my share of formulaic advertising in the category,” said Dave Arnold, executive creative director at Pereira & O’Dell. “Our goal with Accuracy Matters is to not only connect realtor.com® to a singular product message it can rightfully own, but to also have some fun with inaccurate listing information.”
The accuracy of realtor.com® is based on its unique, direct relationships with more than 800 multiple listing services that provide consumers with 98 percent of all for-sale properties listed in the U.S. The powerful combination of comprehensive information persistently updated every 15 minutes ensures that consumers using realtor.com® can make smart home buying and selling decisions.
Realtor.com® launched its first mobile application in January 2010. By January 2013, the number of its residential listings viewed on mobile devices overtook those searched with desktop computers. By March 2014, nearly 60 percent of all realtor.com® residential listings viewed each month were on mobile applications. The application is available on Android, iPad as well as iPhone and includes image galleries, an open house locator and various search functionalities including search by school district. Additionally, the application’s GPS capability will pull nearby listings in real time as buyers physically scout neighborhoods.
“Most accurate” claim(s) pertain to the accuracy of home listings, are based on comparison with other national listing portals, and are based on the greater frequency of listings updating on realtor.com®.
Broadcast credits for Accuracy Matters include:
Agency: Pereira & O’Dell NY
Components of Campaign: Brand
Break Date: 5/12/14
Title(s) of ad(s): Mom :30/:15, Mom NAR :30, Dog Architects :30/:15
Executive Creative Director: Dave Arnold
Managing Director: Cory Berger
Assoc. Creative Director/Writer: Jake Dubs, Jay Marsen
Assoc. Creative Director/Art Director: Alexei Beltrone
Director of Production: Jeff Ferro
Sr. Producer: Jess McMahon
Production Company: Uber Content
Editorial Company: Arcade Edit NY
Music: Alex Schiff
Realtor.com® is operated by Move, Inc. (NASDAQ: MOVE).