{"id":5805,"date":"2015-11-12T10:19:15","date_gmt":"2015-11-12T17:19:15","guid":{"rendered":"https:\/\/therealdaily.com\/?p=5805"},"modified":"2015-11-12T10:19:15","modified_gmt":"2015-11-12T17:19:15","slug":"have-you-seen-realtor-coms-aggressively-anti-zillow-ad-campaign","status":"publish","type":"post","link":"https:\/\/theamericangenius.com\/housing\/corporate\/have-you-seen-realtor-coms-aggressively-anti-zillow-ad-campaign\/","title":{"rendered":"Have you seen realtor.com’s aggressively anti-Zillow ad campaign?"},"content":{"rendered":"

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. <\/p>\n

Today, the company wrapped a real home for sale<\/a> 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. <\/p>\n

\"realtor.com\"<\/a><\/p>\n

Drawing attention to accuracy<\/h2>\n

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. <\/p>\n

To further illustrate their “listings advantage,” they’ve offered some data to back up their claims: <\/p>\n

\"MSAs\"<\/a><\/p>\n

“Buying a home is one of the biggest commitments many of us will ever make, so it\u2019s not a decision we enter into lightly,\u201d said Nate Johnson, chief marketing officer for realtor.com\u00ae. \u201cThis advertising campaign draws attention to the fact that, unlike our competitors, realtor.com\u00ae provides the most comprehensive view of MLS-listed, for-sale homes.\u201d<\/p>\n

Digital and static ads will also run<\/h2>\n

The home will remain wrapped through Saturday, and they’ll also be running these digital ads: <\/p>\n

\"rdc-ads\"<\/a><\/p>\n

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:<\/p>\n

    \n
  1. \u201cThere are more homes for sale than Zillow\u2019s showing you. Realtor.com\u00ae \u2013 search more homes for sale\u201d<\/li>\n
  2. \u201cIf you\u2019re looking to buy your perfect home, Zillow might not have it. Realtor.com\u00ae \u2013 search more homes for sale\u201d <\/li>\n
  3. \u201cMore homes on realtor.com\u00ae means more homes that could be yours. Realtor.com\u00ae \u2013 search more homes for sale\u201d<\/li>\n<\/ol>\n

    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. <\/p>\n

    #realtordotcom<\/h3>\n","protected":false},"excerpt":{"rendered":"

    For years, real estate listings sites have fought about who’s more accurate, but realtor.com is taking the fight to consumers to help them understand the urgency of data accuracy.<\/p>\n","protected":false},"author":335811,"featured_media":5806,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"wds_primary_category":0,"footnotes":"","jetpack_post_was_ever_published":false,"_links_to":"","_links_to_target":""},"categories":[248,101],"tags":[169],"class_list":["post-5805","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-move-inc","category-corporate","tag-realtor-com"],"jetpack_featured_media_url":"https:\/\/theamericangenius.com\/housing\/wp-content\/uploads\/sites\/2\/2015\/11\/rdc-house.png","jetpack_sharing_enabled":true,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/5805","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/users\/335811"}],"replies":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/comments?post=5805"}],"version-history":[{"count":3,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/5805\/revisions"}],"predecessor-version":[{"id":5809,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/5805\/revisions\/5809"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/media\/5806"}],"wp:attachment":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/media?parent=5805"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/categories?post=5805"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/tags?post=5805"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}