Opendoor is launching a new ad campaign featuring absurdist-style videos about how hard it is to sell a home the traditional way — with a real estate agent.

Opendoor is launching a new ad campaign featuring absurdist-style videos about how hard it is to sell a home the traditional way — with a real estate agent.

The ads, developed by the San Francisco-based creative agency Division of Labor, are airing online across Opendoor’s 10 markets and on TV in the Raleigh-Durham area, Opendoor’s head of marketing, Sheila Vashee, told Inman.

The 4-year-old company chose Raleigh for its reception of Opendoor and its general status as a smaller hub for tech startups, Vashee said.

Opendoor will also run mobile ads and has purchased 15 billboards in Raleigh.

Opendoor billboard | Credit: Opendoor

 

Opendoor ad | Credit: Opendoor

Opendoor has been working on this campaign for a few months, Vashee said, including conducting market research into consumers’ pain points in the homeselling process. Vashee declined to say how much Opendoor has spent on this ad buy.

“This video tells the story of the process the way our customers have told it to us,” Vashee said. “And it pokes a little bit of fun at it.”

The video ad, seen above, is the full ad Opendoor produced, although the company may cut it into smaller clips for certain plays.

The advertisement is similar in tone to ads produced by Purplebricks, the United Kingdom-based flat-fee brokerage.

But the Opendoor ad looks quite different from a campaign debuted by competitor Offerpad this month. In its ads, Offerpad takes a more serious approach, centering its CEO on a couch in a direct conversation with consumers about Offerpad’s value proposition.

Offerpad’s ads are set to run in Atlanta, Charlotte, Las Vegas, Orlando, Phoenix and Tampa. Opendoor also operates in those six cities, which means its ads should air online there, along with its other markets, Dallas-Fort Worth, San Antonio, Nashville and Raleigh. Consumers in those crossover markets should be on the lookout for both styles of ads in the coming weeks.

Email Emma Hinchliffe

Show Comments Hide Comments

Comments

Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Success!
Thank you for subscribing to Morning Headlines.
Back to top
Hear from Realogy, Pacaso, SERHANT., Spotify, Redfin, Douglas Elliman, and 100+ more leaders at ICNY.Register now×
Limited time: Get 30 days of Inman Select for $5.SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription