Realtor.com® Debuts First-Time Buyer Videos
July 8, 2015
In new campaign efforts to bring millennials into the homebuying pool, realtor.com® is launching a five-part online video series that gives first-time buyers a humorous look at the stages of the purchase cycle. The "webisodes" feature Emmy-nominated actress Elizabeth Banks and are dubbed “The Home-Buying Process in Plain English with Elizabeth Banks.”
Bringing Them Home
The videos will be promoted across a range of digital platforms, including Facebook, Yahoo, Hulu, HGTV, Google, and others.
"We want everyone to think of realtor.com® as the best real-time resource to help them make the most informed real estate decisions," says Andrew Strickman, vice president of brand and creative services for Move Inc., the operators of realtor.com®. "Our knowledge that many buyers turn to the Web first for help navigating one of life's most important decisions, and the fact that many first-time buyers prefer to consume entertainment digitally, drove the development of the content. With a partner like Elizabeth to help us, there was no question this humorous, episodic approach to the homebuying process was the way to go."
The video series comes at a time when millennials are increasing their presence in the market. In a recent realtor.com® survey, 65 percent of millennials said they intend to purchase a home within three months, up from 54 percent in January.
In the webisodes, Banks walk viewers through the key components of buying a home. For example, in the first episode, called "Knowing When You're Ready," she recommends that potential buyers have a heart-to-heart talk with themselves about what they can truly afford: "Plan for the house you can afford now, not later. The most important thing for a first-time buyer is to live within your budget. Also, don't be an idiot ... But those are really the same thing."
Other episode topics include: "Mortgage Lending 101"; "The Search"; "The Offer"; and "Closing the Sale.”
"For nearly everyone, buying a home is the biggest purchase they will ever make so there is that mixture of joy and anxiety,” Banks says. “It's important to use humor to get people through the process."
Watch the video:
Source: Move Inc.
Updated: November 25, 2020