The next realtor.com “Accuracy Matters” ad, entitled “Mom,” will be running on cable networks including HGTV, USA, TBS, DIY and TLC. “Mom” is a follow-up to realtor.com’s “Doghouse Architects” spot, released in May.
Realtor.com operator Move Inc. launched the “Accuracy Matters” campaign in the spring to emphasize the accuracy and freshness of listings data on the site.
The National Association of Realtors this month launched a complementary $35 million “Real People” marketing campaign promoting both Realtors and realtor.com. Move operates realtor.com, NAR’s official consumer-facing website, under the terms of an agreement dating back to 1996.
Once the leading real estate search portal, realtor.com has fallen behind Zillow and Trulia in terms of popularity with consumers. Although Zillow and Trulia achieved much of their growth without engaging in traditional marketing, both are now heavily promoting their brands.
Trulia launched a $45 million national marketing campaign targeting college-educated women in March, and Zillow rolled out TV, radio and print components of a $65 million marketing campaign in May.
Zillow and Trulia have also been securing more direct feeds from multiple listing services and brokerages, which will improve the accuracy and freshness of listings on the sites. Thanks to its ties to NAR, realtor.com receives listings directly from more than 800 MLSs.