NAR's Realtor.com launches national advertising campaign championing accuracy for consumers, with campaign set to broadcast through 2014; integrated-marketing approach includes TV and digital ads, contests and social media
SAN JOSE, California
May 12, 2014
– Accuracy in residential listings is so vital to home buyers that premier online listing service realtor.com® today is launching 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. Realtor.com® is operated by Move, Inc. (NASDAQ: MOVE).
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 "Doghouse Architects." These advertisements entertainingly show what happens when home buyers look for 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approach brings warmth to the realtor.com® accuracy message, while highlighting the growing conversation around out-of-date listings on competitor apps and websites.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 provided is very different from what is actually the case," 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, Doghouse 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® and REALTOR.COM® are trademarks of the National Association of REALTORS® and are used with its permission. Move, Move.com, Moving.com, Top Producer®, TigerLead®, ListHub™, Doorsteps® and SeniorHousingNet™ are trademarks of Move, Inc. These and all other trademarks used in this work are the property of their respective owners.
ABOUT MOVE, INC. and realtor.com®
Move, Inc. (NASDAQ: MOVE), the leading producer of online real estate services, operates realtor.com®, which connects people to the essential, accurate information needed to identify their perfect home and to the REALTORS® whose expertise guides consumers through buying and selling. As the official website of the National Association of REALTORS®, realtor.com® empowers consumers to make smart home buying, selling and renting decisions by leveraging its direct, real-time connections with more than 800 multiple listing services (MLS) via computers, tablets and smart phones. Realtor.com® is where home happens. Move, Inc. provides consumers a wealth of innovative tools and accurate information including Doorsteps®, SocialBios™, Moving.com™, SeniorHousingNet™, New Home Source and Relocation.com. Move, Inc. supports real estate agents and brokerages by providing many services to grow their businesses including ListHub™, the nation's leading syndicator of real estate listings, TigerLead®, Top Producer® Systems, and FiveStreet as well as many free services. Move is based in the heart of Silicon Valley – San Jose, Calif.
About Pereira & O'Dell
Pereira & O'Dell (www.pereiraodell.com) is an international award-winning advertising agency that combines techniques from traditional advertising, digital, PR and design to create innovative campaigns, programs and products that are in sync with how consumers behave today. The agency was recently named to both Advertising Age and Creativity 2013 A-Lists based on the company's business performance, impact on clients' businesses as well as industry leadership and innovation. Among the Pereira & O'Dell client roster are Skype, Intel, Fiat, Fox Sports 1, New Era, realtor.com®, BevMo!, and Henkel North America.
This press release may contain forward-looking statements, including information about management's view of Move's future expectations, plans and prospects, within the safe harbor provisions under The Private Securities Litigation Reform Act of 1995. These statements involve known and unknown risks, uncertainties and other factors, which may cause the results of Move, its subsidiaries, divisions and concepts to be materially different from those expressed or implied in such statements. These risk factors and others are included from time to time in documents Move files with the Securities and Exchange Commission, including but not limited to, its Form 10-Ks, Form 10-Qs and Form 8-Ks. Other unknown or unpredictable factors also could have material adverse effects on Move's future results. The forward-looking statements included in this press release are made only as of the date hereof. Move cannot guarantee future results, levels of activity, performance or achievements. Accordingly, you should not place undue reliance on these forward-looking statements. Finally, Move expressly disclaims any intent or obligation to update any forward-looking statements to reflect subsequent events or circumstances.
Move, Inc. – Lexie Puckett, (805) 557-3151, Lexie.Puckett@move.com