Marketing

How Coldwell Banker’s good deed could boost its image with millions of buyers and sellers

Academy Awards spots will publicize effort to find homes for 20,000 dogs

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Movie fans tuning in to this year’s Academy Awards will once again be seeing the Coldwell Banker Real Estate brand, as the franchisor airs a 30-second spot publicizing a partnership with Adopt-a-Pet.com to find homes for 20,000 dogs.

It’s the third year in a row that Coldwell Banker has launched a national TV ad during the awards show, and the “Homes for Dogs Project” could provide some imagery that will keep many of the expected 40 million viewers glued to their screens.

Coldwell Banker’s national ad agency, Siltanen & Partners, dreamed up the “Homes Best Friend” commercial that will debut on ABC during the Academy Awards on Sunday, Feb. 22.

As described by Coldwell Banker, the ad opens “with an originally produced country song slowly playing over images of dogs longingly waiting for their owners to return home. The mood and music quickly pick up tempo as the dogs see their owners, capturing the magical feeling both pet and owner share the moment the door swings open.”

The Realogy franchisor says its network of 87,000 sales associates will host adoption days and partner with animal shelters in the Adopt-a-Pet.com network.

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Another Realogy franchisor, Century 21, has been using Super Bowl ads and other TV spots to build brand, as have Berkshire Hathaway HomeServices, Re/Max and Redfin.

A forecast released today by Borrell Associates projects spending on online advertising by real estate agents and brokers will actually decline by 2 percent this year, to $10.5 billion, in part because money is being funneled into television and cable advertising campaigns aimed at prodding millennials and other reluctant homebuyers to get off the fence.