Pacaso, a new real estate startup launched by Zillow CEO Spencer Rascoff and tech entrepreneur Austin Allison, has named BBH USA and Mediahub its new creative and media agencies of record, respectively. The brand recently launched “Own It,” its first global campaign with a focus on strategic markets in the U.S., U.K., Germany and Sweden. The campaign led to both agency appointments.
The campaign showcases owners at actual Pacaso locations in California, enjoying luxury listings by reading, relaxing by the pool, working, exercising and enjoying time with loved ones as a voiceover preaches, “It’s different when you own something. It’s a feeling of pride, confidence, control.”
Pacaso allows consumers to purchase 1/8 to 1/2 ownership of luxury second homes with professional home management and seamless resale. The campaign’s focus, “Own It,” functions to represent the ease of owning a second home through Pacaso, as well as creating an emotional pull to having an environment that’s theirs and that of their loved ones.
“It has a duality that was very intentional,” Whitney Curry, CMO at Pacaso, told Adweek. “Our customers are owning real estate when they purchase with Pacaso and, for 87% of our owners, it helps them to purchase a second home for the first time. But it’s more than that—it’s the spirit of owning your today.”
In deciding to work with BBH, Curry said it was a no-brainer after meeting with the agency.
“BBH is known for leveraging the power of creativity and tapping into current culture, and they’ve worked with plenty of brands we admire, like Quibble, Netflix, Hulu—the list goes on,” said Curry. “They had the chops and also the culture relevance—and were able to bring a modern and fresh approach to the creative.”
The same goes for Mediahub, according to Curry.
“Mediahub has a history of working with challenger brands and brands looking to innovate off the status quo, which we felt aligned with our business model,” said Curry.
When it comes to why both agencies wanted to work with Pacaso, Curry believes it’s a combination of proven success and a natural emotional pull to the mission of the company.
In 2021, the company’s first full year in business, Pacaso generated nearly $300 million in revenue and sold about 400 homes. That, combined with its unique business model and plans to expand in more than 30 new second home destinations this year, is exciting to both BBH and Mediahub.
“We love Pacaso’s brand mission and are thrilled to partner with them for this next phase of their growth,” said Sean Corcoran, U.S. CEO, Mediahub, in a statement.