To help generate brand awareness with BuzzFeed’s 130 million readers, Coldwell Banker Real Estate will advertise on the social news and entertainment website using shareable “custom content” highlighting the sentimental nature of homeownership.

Perhaps best known for its GIF-loaded posts on lighthearted topics particularly appealing to millennials, BuzzFeed will feature several posts laden with Coldwell Banker content starting today and running through August.

Some titles of the upcoming BuzzFeed posts featuring Coldwell Banker content are:

“Because real estate transactions are not traditionally frequent, there is inherent difficulty to maintain brand loyalty compared to other industries,” said Sean Blankenship, senior vice president of marketing for Coldwell Banker Real Estate, in a statement.

As the first real estate firm to partner with BuzzFeed, Coldwell Banker hopes to leverage site’s ability to create shareable content that will bring the Coldwell Banker brand to life for consumers, Blankenship said.

The BuzzFeed partnership “is part of a larger marketing strategy for Coldwell Banker to connect with consumers at various stages of the homebuying, renting and selling process — even if that means when they aren’t thinking about real estate at all,” said a spokesman for Coldwell Banker.

Coldwell Banker, which celebrated the fifth anniversary of its industry-leading YouTube channel this spring, has cultivated a focus on building its social media presence. The firm claims to have more than 120,000 fans on Facebook and has over 57,000 followers on Twitter.

In September, Coldwell Banker aired a 15-day “International Film Festival” that showcased 10 winners of a contest that invited filmmakers to show what they considered the value of home to be. In January, the brand debuted its 2014 consumer ad campaign with a TV ad that aired during the Grammys that was set to Motley Crue’s “Home Sweet Home.”

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