New Ad Pokes Fun at Real Estate TV Shows
April 23, 2019
Realtor.com® wants to give the public a dose of reality when it comes to what they see on real estate TV shows. This week, it launched “public reality announcement” ad spots that focus on people watching reality TV in order to remind them of the big differences between the homes they’re seeing on screen and the real-life process of buying a home.
The new campaign, called “Homes for the Real of Us,” was created around the idea that real people need real places to live rather than a “fantasy frequently implied in a majority of real estate advertising,” realtor.com® says about the campaign.
“By poking fun at these misconceptions, our campaign reinforces that people want and need real information and expertise during their home search,” says Andrew Strickman, head of brand and chief creative for realtor.com®. “Although the drama-filled lavish lifestyles of reality TV and luxury amenities of real estate shows can be really entertaining, they also create unrealistic expectations about the homebuying process.” The campaign seeks to offer a realistic picture of a home search, not luxurious homes that the average consumer can’t afford, realtor.com® notes.
The ad campaign features short video spots that will appear on HGTV, MTV, and The Food Network, as well as several digital platforms such as Instagram, Facebook, and Twitter.
Updated: July 23, 2019