Realogy Makes A Big Ad Buy

In order to counter perceived “Negative Media Spin”, real estate giant Realogy made a bold move recently.

The Parsippany, New Jersey-based parent of such real estate brands as Century 21, Coldwell Banker, ERA and Sotheby’s, placed a full-page advertisement in USA Today to let consumers know that dropping mortgage rates and an increasing number of available properties make today the “perfect timeâ€? to purchase a home. The Realogy ad ran in this past Friday’s main news section of USA Today, the section that receives the national newspaper’s highest readership.

So does this kind of advertising work? Will readers of USA Today respond to this ad? Or will they see through the spin?