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 Sothebyâs, 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 âperfect timeâ? to purchase a home. The Realogy ad ran in this past Fridayâs main news section of USA Today, the section that receives the national newspaperâs 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?