SAN JOSE, CA: Home listing website Realtor.com, with support from Waggener Edstrom Worldwide, has launched a marketing campaign to help consumers connect with realtors.
Realtor.com, which is operated by online real estate company Move, kicked off the “Find It First” initiative on Monday following last week's unveiling of a new logo, website, and tagline.
The campaign's objective is to emotionally connect with audiences, said Alison Schwartz, VP of corporate communications at Move. Realtor.com wants to leverage testimonials of people who already have deep connections with the site to tell the brand's story to new consumers, she said.
“We have consumers who are highly engaged on the site, but one of the things we haven't done previously was put forth more lifestyle campaigns that reach consumers in normal courses of their lives,” Schwartz said.
The effort aims to empower consumers to make smart home-buying decisions through data insights, up-to-date listings, and personal connections, added Move marketing EVP Barbara O'Connor.
“Buying a house is very serious business, but we want to take the stress out and also have some fun with it because it's also a wonderful decision,” O'Connor said.
Realtor.com, which has more than 20,000 Twitter followers and over 5,000 Facebook fans, will target consumers through social media. It will also attempt to reach young couples purchasing their first homes through wedding publications such as The Knot, Schwartz said.
Waggener Edstrom, which was named AOR for Realtor.com in January following an RFP, is handling PR elements for the campaign from the agency's San Francisco office.
Realtor.com did not have a PR AOR immediately before hiring Waggener Edstrom, but it worked with agencies including Edelman on various projects. Company representatives declined to name the other firms that participated in the review.
Phelps, a Santa Monica agency, helped develop Realtor.com's new brand elements. The site switched its tagline from “Where the World Shops for Real Estate Online” to “Where Home Happens.”
Realtor.com also began working with advertising agency Pereira & O'Dell earlier this month.
Schwartz, who joined Move at the end of last year, previously served as SVP and consumer practice lead for North America at Waggener Edstrom.