Press release
Realtor.com® Launches "Public Reality Announcement" Ad Spots as Part of Its New "Homes for the Real of Us(SM)" Brand Campaign
SANTA CLARA, Calif., April 22, 2019 /PRNewswire/ -- Realtor.com®, The Home of Home Search℠, today introduced its new "Public Reality Announcement" spots that
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[{"type":"text","content":" SANTA CLARA, Calif., April 22, 2019 /PRNewswire/ -- Realtor.com®, The Home of Home Search℠, today introduced its new \"Public Reality Announcement\" spots that intercept people watching real estate, reality, and food TV shows to help them understand there's a big difference between the homes they're seeing on screen and the reality of home buying. The seven spots are part of realtor.com®'s new brand campaign, \"Homes for the Real of Us,\" which is built around the simple idea that real people need real places to live, rather than the fantasy frequently implied in a majority of real estate advertising.\n\n \n \n\n \nWhen it comes to searching for a home, consumers want real; they don't want to see luxurious homes they can't afford, they want a realistic picture of a home search, according to research conducted by realtor.com®. The brand's new \"Homes for the Real of Us\" campaign, which launched earlier this month, focuses 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. 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. It marks the first work from the brand's new relationship with agency of record, Huge. \n\"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.\"\n\"Public Reality Announcement\" is a collection of ad spots, within the broader \"Homes of the Real of Us\" campaign, that are tailored to viewers watching real estate, lifestyle reality, or food television. After satirizing the show's unreal content, each :15 and :30-second concludes with a reminder that when a viewer is ready for a real home search, realtor.com® can help. These ads 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.\nStrickman added, \"Although the drama-filled lavish lifestyles of reality TV and luxury amenities of real es...