While many brands allude gently to their competitors, or simply call themselves the best, realtor.com is going for their competitor’s jugular, tapping into the real estate industry’s concern regarding listing accuracy, presenting it to consumers in a visually meaningful way.
Today, the company wrapped a real home for sale in Austin, Texas, leaving a giant blank spot on the block, asserting that if you only search Zillow, you may be missing out on y our dream home. The experential ad is part of a broader, ballsy campaign wherein realtor.com appears hellbent to finally illustrate the value of accuracy in listing data.
Drawing attention to accuracy
Realtor.com says that their campaign is based on statistical analysis from October, which estimates that they have 20 percent more MLS-listed for-sale homes than Zillow. They note that the gap is much bigger in some markets than others.
To further illustrate their “listings advantage,” they’ve offered some data to back up their claims:
“Buying a home is one of the biggest commitments many of us will ever make, so it’s not a decision we enter into lightly,” said Nate Johnson, chief marketing officer for realtor.com®. “This advertising campaign draws attention to the fact that, unlike our competitors, realtor.com® provides the most comprehensive view of MLS-listed, for-sale homes.”
Digital and static ads will also run
The home will remain wrapped through Saturday, and they’ll also be running these digital ads:
In addition to the digital ads, static ads on major sites and platforms from Google and Curbed to Spotify and Twitter. The ads feature headlines such as:
- “There are more homes for sale than Zillow’s showing you. Realtor.com® – search more homes for sale”
- “If you’re looking to buy your perfect home, Zillow might not have it. Realtor.com® – search more homes for sale”
- “More homes on realtor.com® means more homes that could be yours. Realtor.com® – search more homes for sale”
If you thought changing their logo to red was aggressive, we’re betting this is yet another move away from the soft, friendly brand. Under new ownership, they’re clearly serious about connecting with consumers and planting their flag.