Realtor.com is getting more competitive as they launched their biggest promotional campaign to date. On Tuesday, during the Realtors Legislative Meetings Trade & Expo held in Washington D.C., the real estate brand publicly announced their new logo, branding, and national consumer ad campaign which features a prominent Hollywood personality — film star Elizabeth Banks.
In his key note speech, Move (realtor.com’s parent company) CEO Ryan O’Hara explicated this aggressive campaign. Speaking to more than 2,000 industry leaders during the expo, he said, “We thought long and hard about our branding, and we wanted to emphasize the ‘real’ in real estate. We’re the real deal in real estate and deliver real data in real time. This is what makes us different from others in the space.”
— REALTORS® (@REALTORS) May 12, 2015
With a bold choice for a spokesperson, realtor.com unquestionably stands out from its competitors in the real estate industry. Banks is naturally perky and funny, something that you will not expect from a real estate spokesperson. However, these qualities are exactly the reason why she was handpicked to represent the real estate brand in its new ad campaign.
Banks worked with Director Fred Savage in a four-day shoot to deliver a total of eight television advertisements and five web videos. Throughout the filming, the actress did not only stick to the scripts provided but she also did her own improvisations as well. This creativity from Banks made realtor.com’s ad campaign feel real, which is exactly what they were aiming for.
— realtor.com® pro (@realtorpro) May 13, 2015
So far, two ads have been released online. In one of them, Banks plays a real estate-obsessed version of herself who is observing a buyer named Jim Bob as he browses through realtor.com.
In the ad, she described the buyer in a humorous manner. Banks said, “You’re a real-time real estate renegade there, Jim Bob. An arbiter of accuracy. A phenom of fresh listings. A master of mortgage rates. A ruler of refinancing. An emperor of escrow. Jim, let’s live in that house together.”
Realtor.com refused to expose their media budget for the campaign but various sources are forecasting that the brand will be spending more than $30 million this year. This is a hefty amount compared to their $16 million budget last year.
The television ads featuring Elizabeth Banks is slated to hit the airwaves by May 18. It will run across major broadcast networks and cable channels including CBS. The web videos will be released later.
[Image via YouTube]