Realtor.com's new campaign boasts the realty listing site's accuracy and hints that its competitors—Zillow and Trulia, for example—don't offer the same.
New TV ads from Pereira & O'Dell in New York use the tag "Accuracy Matters" and will run throughout the year. This is the second work by the agency, which won Realtor.com's business last year when the company began marketing.
"We wanted to relaunch the brand," said Barbara O'Connor, chief marketing officer for Move Inc., Realtor.com's parent company. "We're coming at the category from a different perspective and wanted people to know about that. We've got relationships with more than 800 listing services, so we're providing consumers with 98 percent of property listings."
The campaign also includes contests and social media outreach using the hashtag #AccuracyMatters. In addition, it has a partnership with the National Association of Realtors, which will break ads later this year.
Check out the new work:
Agency: Pereira & O’Dell, New York
Titles of ads: Mom :30/:15, Doghouse :30/:15
Executive Creative Director: Dave Arnold
Managing Director: Cory Berger
Assoc. Creative Director/Writer: Jake Dubs, Jay Marsen
Assoc. Creative Director/Art Director: Alexei Beltrone
Director of Production: Jeff Ferro
Sr. Producer: Jess McMahon
Production Company: Uber Content
Director: Daniel Strange
Executive Producer: Steve Wi
Editorial Company: Arcade Edit NY
Editor: Jeff Ferruzzo
Music: Alex Schiff