Huge is getting real in its first work for Realtor.com since being named agency of record in February.
The agency issued a “Public Reality Announcement” that opens with a look at the ridiculous mansions featured on reality TV and influencer feeds. Realtor.com, on the other hand, can help you find a real home. The spot concludes with the new tagline, “Homes, for the real of us.”
“There’s a tremendous amount of artifice in real estate advertising and media these days—a simple one-click approach to finding a ‘dream’ home, which is just not the way the consumers actually experience the home-buying journey,” said Andrew Strickman, head of brand and chief creative for Realtor.com. “Real is in our DNA, and with ‘Homes, for the real of us’ and our ‘Public Reality Announcement’ series, we are putting a stake in the ground that we are here to help.”
The approach stemmed from insights that homebuyers wanted a transparent process that reflected their real needs and didn’t trade in false expectations. It also marks a pivot away from the surreal approach Realtor.com’s last agency, Pereira & O’Dell, took with its advertising in a series of campaigns featuring spokeswoman Elizabeth Banks.
Broadcast ads will run across channels including HGTV, MTV and The Travel Channel, as well as on Twitter, Facebook and Instagram.
“It’s never been easy to buy a home, but the anxiety around the process has gone into overdrive in the era of FOMO, social media and ‘reality’ shows. All we see are impossibly perfect lives, mansions, and people held up on a pedestal,” Huge global CCO Jason Musante said.
He explained that talks with home buyers and realtors led to conversations around how “the category has hidden the home-buying process, setting up false expectations about home being about having more bedrooms, bathrooms and walk-in closets.” What people really want, he said, is “to walk through the door and feel like they never have to live anywhere else. On both sides of the table, buyers and realtors told us that when it comes to home, real isn’t just as good as the dream—it beats it.”
“Our campaign speaks to a group of people that’s growing every day,” he added, “the people who are looking to reclaim the reality we’ve lost, largely due to the permeation of technology, and are turning to companies who use technology as an enabler of authenticity, rather than a cover of it.”