Realtor.com has wrapped a for-sale home inAustin, Texas, visibly removing it from the residential block to vividly illustrate that you might be missing out on your dream home if you only search on Zillow.com.
The experiential advertisement is a part of realtor.com's comparative advertising campaign that shows how realtor.com lists many more MLS-listed, for-sale homes than its chief competitor.
"Buying a home is one of the biggest commitments many of us will ever make, so it's not a decision we enter into lightly," said Nate Johnson, chief marketing officer for realtor.com®. "How confident would you feel about your decision if you knew 20 percent or more of your choices in MLS-listed homes for sale were missing from the real estate site you were using? This advertising campaign draws attention to the fact that, unlike our competitors, realtor.com provides the most comprehensive view of MLS-listed, for-sale homes. It's why realtor.com is the best – and truest – provider of real estate information and services for buyers and sellers in the nation."
To illustrate the extent to which consumers may be missing out on homes for sale when using the competition, realtor.com's new experiential advertisement consists of fully wrapping a home that is currently on the market, located at 8600 Dulcet Drive in Austin, Texas 78745 and brokered by GoodLife Realty. The all-black covering is emblazoned with, "Searching for a home to buy on Zillow? You're missing out on thousands like this," and provides a visual representation of the seriousness of competitor gaps in MLS-listed, for-sale homes. The house will be wrapped until Nov. 14, and on Nov. 15, GoodLife Realty will host an open house in the home from 1-4 p.m.
Based on internal analysis conducted in October, realtor.com® provides at least 20 percent more – or an estimated 300,000 more – MLS-listed homes among its for-sale listings nationwide than Zillow.com. This realtor.com listings advantage is even greater in some local markets including:
Metropolitan Statistical Area
Realtor.com® Listings Advantage
Additionally, static digital ads appear on major online news and consumer websites such as Google, Curbed, and Yahoo!, as well as entertainment and social media platforms including Spotify, YouTube, Facebook and Twitter. The ads feature headlines such as: