Buying real estate in today’s hyper-competitive market is incredibly taxing. Homebuyers are in the middle of the most competitive buying season of all time. There are 50% fewer homes on the market year over year, and home prices at a national median of $375,000 have surpassed all-time highs, plus homes are selling in just 43 days (on average).
Finding a desirable and affordable home and then actually closing on it and moving in, is not easy to do today. This new ad campaign from Realtor.com makes light of the situation while keeping the jester in the room.
Talking cacti in Palm Springs? Sounds like a trippy time, but in this case, it’s more like a skit from SNL.
Developed by Huge, Inc., the brand’s new “Homes for Every Homebuyer” campaign highlights the specific needs of three different sets of home buyers — a family of cacti, a troll couple, and a vampire. The characters are fictional, but their situations reflect that of first-time home buyers — couples (married or living together), families with children, and singles.
“We can ditch this troll hole…” Well, okay! There’s some dialogue we do not hear every day.
“At Realtor.com, we believe buyers and sellers need a helping hand to get them through the process. They crave choices and partners who can help them get exactly what they need on their terms,” says Mickey Neuberger, chief marketing officer for Realtor.com. “At the end of the day, we help them feel confident every step of the way.”
Fede Garcia, global executive creative director at Huge Brooklyn, says, “For Realtor.com, it’s about personalization and finding the one house that is perfect for every one of us. As the tagline says, ‘to each their home’.”
Mickey Neuberger – Chief Marketing Officer
Amit Kulkarni – VP, Brand & Creative
Charlie Quirk* – Brand Strategy Director
Brent Wollack – Associate Creative Director
Stephanie Giller – Manager, Creative Operations
Alexandra Rodriguez – Brand Manager
Agency: Huge Brooklyn
Campaign Title: “Homes for Every Homebuyer”
Global Executive Creative Director: Fede Garcia
Group Creative Director: Anthony DeCarolis
Creative Director: Lindsay Cliett, David Roth
Sr Copywriter: Alex Katz
Sr. Art Director: Mackenzie Dunsmoor
*Disclosure: Charlie Quirk is a friend and longtime supporter of, and contributor to, Adpulp.com.