Realtor.com Encourages Sudden House 'Realisations' as Priorities Shift for Homebuyers

Realtor.com has launched a new campaign titled 'Realisations', consisting of three commercials - 'Bed Walls', 'Hit Song' and 'Office Closet'. Each spot showcases the realities of life at home during a pandemic and how it has influenced what people are looking for in their new home.

The campaign launched nationally on Monday 9th November across TV and will continue rolling out on 16th November across digital platforms, including Facebook, Instagram, Twitter and YouTube.

Two of the spots - 'Office Closet' and 'Hit Song' - will have local TV :30 variations in St. Louis and Indianapolis. These spots will mention the respective cities explicitly in the VO in an attempt to test local relevance.

The campaign will also have a UGC sweepstakes component on Twitter and Instagram, encouraging followers to submit their own worst WFH setups for a chance to win a $1,000 gift card to help with home office renovations. This content will go live later in November, with the exact date still to be decided.

The campaign was born out of current search trends on realtor.com and insights from active home shoppers. A recent survey found Covid-19 accelerated many consumer timelines to purchase a new home and remote work was fuelling the decision for 40% of respondents to move within the next four to six months.