Costar Group brought Homes.com back to the spotlight on Sunday with a 30-second Super Bowl spot for advertising agency RPA starring Dan Levy, Heidi Gardner and Morgan Freeman.
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A year after shocking the industry with Homes.com’s incredible $1 billion marketing budget, CoStar aims to continue its momentum on Sunday with the second slate of Star-studded Super Bowl ads Masu. Dan Levy and Heidi Gardner recreate their roles as Homes.com executives alongside Morgan Freeman.
In Meta’s method, two 30-second spots by the ad agency RPA center on Levy and Gardner’s attempts to declare its superiority as Homes.com’s best home shopping site. However, the duo’s mission continues to be hampered by corporate lawyers who are concerned about their ability to make such claims. Instead of giving up, Levy and Gardner continue to find more creative ways to demonstrate the value of Homes.com.
Andy Florance | Credit: Costar Group
“We believe that Homes.com is clearly the best home shopping website anywhere, but our lawyers may be true to us, but in ads, what legally says is Can’t,” the statement said. “So we relied on the best talents of RPA, Taika Waititi, Dan Levy, Heidi Gardner and Morgan Freeman, and didn’t tell the world that Homes.com was the best. When Morgan Freeman says that, who is Can you say that isn’t?”
The company said previous Super Bowl runs have resulted in a healthy return on investment and it would be easy to generate another ad for the year.
The month after the 2024 football showdown, traffic to the Homes.com network sites (IE Homes.com, Apartments.com, Land.com) reached an average unique visitors of 149 million. These ads, along with spots during Oscars and other primetime events, including the 2024 Parisilympics, will also be using portals in the fourth quarter to use 110 million average monthly unique visitors to travel. It’s stable.
The $1 billion ad push also supported consumer awareness at Homes.com. This has grown from 4% to 33%.
Florence said consumers are getting warmer with the Homes.com experience. He said that because listing agents have obtained prime placements on the Homes.com site, consumers don’t need to worry about receiving calls from multiple agents trying to connect as leads.
“We believe Homes.com will provide the most content to home shoppers with engaging spam-free sites,” he said. “100% of home shoppers can use the internet to find their next home purchase. I think Homes.com is the perfect place to successfully sell your home for sale. Masu.”
“It would be likely that home sellers would be furious if they knew that other real estate portals would use the list as bait to generate leads for potentially competing agents and competitor home sales,” he said. added. “That’s why we were the first home seller to be the ‘List of Leads’ principal. ”
Costar CEO did not share this year’s advertising Blitz budget. However, it’s not hard to imagine, as Florance informed the company’s latest revenue call that it would shift the amount to spending advertising to push the pedals to a merger plan similar to its 2024 purchase. Matterport and Visual Lease.
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