Specs Age 40 Claim to fame Co-host of the third hour of NBC's Today and co-host of MSNBC's Morning Joe Base New York
When it comes to purchasing a home, you want it to be somewhere you'll feel comfortable to be yourself. For its new digital campaign, Trulia takes that to the extreme, showcasing people at home doing the strange stuff people only do when they're home alone.Trulia tapped Mekanism in San Francisco for three 30-second digital spots, released today, slated to run into the fall."You're a different person than you are in public," said Michael Grant, creative lead for Mekanism. "Once we started diving into those stories, we realized they were pretty weird and fun and that everybody has one. That's why we wanted to run and tell these stories. There is some absolute truth in all of the spots."
Elizabeth Banks is everything that ads for online real estate sites are typically not—perky, lighthearted and deadpan funny. And that's precisely why she stars in Pereira & O'Dell's new campaign for Realtor.com.
As a demographic, women—whose spending power in the U.S. was estimated by Merrill Lynch to be $5 trillion—continue to grow in power and in appeal to marketers.
Real-estate companies love haunted-house pranks. We saw it earlier this year with this gotcha video from Denmark. And now, digital realtor Trulia is embracing scare tactics with its own hidden-camera prank for Halloween.Trulia, with help from Olson Engage, held a haunted open house—inviting people in to see a property that was rigged to mimic paranormal activity. Check out the video below to see the amusing reactions—capped off by the sudden appearance of a dead grandma in a bed. (This place won't be on House Hunters anytime soon.) Trulia has done a few other things for Halloween this year, including updating the local maps on its website to show the most likely spots to find zombies, vampires and ghosts (using its existing data on things like cemeteries). It also created the "Housing Scare Report" infographic below, which shows, among other data, the kinds of things that scare people off from buying particular houses—like having "666" in the address or knowing about a previous death in the home.
Zillow has acquired Trulia for $3.5 billion in stock, which could trigger a string of similar consolidations within the online real estate industry.
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:
Home buying brand Trulia is launching its first national ad campaign this week, aiming to drive viewers—particularly women—to download the digital real estate brand's mobile app.