RealEstate.com Moves In With BBDO




ATLANTA – BBDO South here, agency of record for Atlanta-based Internet specialist RealEstate.com., will launch a multimedia campaign today that is designed to create brand awareness and drive traffic to the company’s Web site.
Billings are projected to reach $13 million by the end of the year, according to the client, who said BBDO bested nine other undisclosed Atlanta agencies to win the account.
“We won the business about a month ago,” said agency president and chief executive officer Chris Hall. “The reason we didn’t announce it earlier is because they didn’t want to tip their hand to the competition. We’ve been trying to move heaven and earth on this account [to ready it in a month], but that’s the nature of their business.”
“Given our time line, which was fast to get to market, we did not ask for creative [presentations],” said client chief marketing officer Tricia Conahan. “We asked for meetings to give us a feel for [agency] employees, creative strategies, branding strategies [and the] media buying set up. We just wanted to get a good sense of which agency would be the best partner for us.”
RealEstate.com provides one-stop Internet shopping for consumers and real estate professionals. The Web site offers integrated real estate tools like property analysis, home search, professional contacts, closing information and a mortgage auction that guarantees the best rates, all free to the consumer.
The advertising campaign will use traditional and online media, including network cable, national newspapers, Web site banners and spot radio in selected markets. The campaign was developed by BBDO South in conjunction with SPIN Interactive, the agency’s new digital communications division.
Conahan said she “[had] no qualms” about this being BBDO’s first Internet client.