SAN JOSE, Calif., May 12, 2014 /PRNewswire/ -- Accuracy in
residential listings is so vital to home buyers that premier online
listing service realtor.com® today is launching a national
advertising campaign, Accuracy Matters, to educate consumers
about the importance of relying on realtor.com® to provide them the
most accurate U.S. residential listings. Realtor.com® is operated
by Move, Inc. (NASDAQ: MOVE).
Created by Pereira & O'Dell New York and directed by Uber
Content's Daniel Strange, the new
campaign features two 30-second commercials: "Mom" and "Doghouse
Architects." These advertisements entertainingly show what happens
when home buyers look for homes using inaccurate real estate search
applications versus the realtor.com® mobile apps. Strange's
lighthearted approach brings warmth to the realtor.com® accuracy
message, while highlighting the growing conversation around
out-of-date listings on competitor apps and websites.
Set to broadcast nationally through 2014, Accuracy
Matters uses an integrated-marketing approach including
television and digital advertisements, contests and social media
focused on the hashtag #AccuracyMatters.
Additionally, realtor.com® and the National Association of
REALTORS® are collaborating to educate consumers about how accurate
residential listings ensure a faster and less stressful search for
the perfect home. The second stage of Accuracy Matters will
launch when the NAR debuts new creative later this year.
"There's nothing more irritating than finding a home you love
during your search and learning that it has recently been taken off
the market or that the price provided is very different from what
is actually the case," said Barbara
O'Connor, chief marketing officer for Move, Inc.
"Accuracy Matters provides us with an opportunity to remind
home buyers that the frustration of inaccurate listings is
completely avoidable. Using realtor.com® mobile apps or its website
gives buyers a leg up on the competition and helps them avoid
wasting their time viewing incorrect listings."
Since the inception of its first advertising campaign,
realtor.com® has held steadfast to its unique brand personality and
tone that differentiates it from competitors in the real estate
marketplace. Building on the humorous personality launched in last
year's award-winning Find it First campaign, Accuracy
Matters goes further to emotionally engage consumers through
situational and visual humor.
"Coming from a real estate family, I've seen my share of
formulaic advertising in the category," said Dave Arnold, executive creative director at
Pereira & O'Dell. "Our goal with Accuracy Matters is to
not only connect realtor.com® to a singular product message it can
rightfully own, but to also have some fun with inaccurate listing
information."
The accuracy of realtor.com® is based on its unique, direct
relationships with more than 800 multiple listing services that
provide consumers with 98 percent of all for-sale properties listed
in the U.S. The powerful combination of comprehensive information
persistently updated every 15 minutes ensures that consumers using
realtor.com® can make smart home buying and selling decisions.
Realtor.com® launched its first mobile application in
January 2010. By January 2013, the number of its residential
listings viewed on mobile devices overtook those searched with
desktop computers. By March 2014,
nearly 60 percent of all realtor.com® residential listings viewed
each month were on mobile applications. The application is
available on Android, iPad as well as iPhone and includes image
galleries, an open house locator and various search functionalities
including search by school district. Additionally, the
application's GPS capability will pull nearby listings in real time
as buyers physically scout neighborhoods.
"Most accurate" claim(s) pertain to the accuracy of home
listings, are based on comparison with other national listing
portals, and are based on the greater frequency of listings
updating on realtor.com®.
Broadcast credits for Accuracy Matters include:
Agency: Pereira & O'Dell NY
Client:
realtor.com®
Components of Campaign: Brand
Break Date: 5/12/14
Title(s) of ad(s): Mom :30/:15, Doghouse Architects
:30/:15
Executive Creative Director: Dave
Arnold
Managing Director: Cory Berger
Assoc. Creative Director/Writer: Jake
Dubs, Jay Marsen
Assoc. Creative Director/Art Director: Alexei Beltrone
Director of Production: Jeff
Ferro
Sr. Producer: Jess McMahon
Production Company: Uber Content
Editorial Company: Arcade Edit NY
Music: Alex Schiff
REALTOR® and REALTOR.COM® are trademarks of the National
Association of REALTORS® and are used with its permission. Move,
Move.com, Moving.com, Top Producer®, TigerLead®, ListHub™,
Doorsteps® and SeniorHousingNet™ are trademarks of Move, Inc. These
and all other trademarks used in this work are the property of
their respective owners.
ABOUT MOVE, INC. and realtor.com®
Move, Inc.
(NASDAQ:MOVE), the leading producer of online real estate services,
operates realtor.com®, which connects people to the essential,
accurate information needed to identify their perfect home and to
the REALTORS® whose expertise guides consumers through buying and
selling. As the official website of the National Association of
REALTORS®, realtor.com® empowers consumers to make smart home
buying, selling and renting decisions by leveraging its direct,
real-time connections with more than 800 multiple listing services
(MLS) via computers, tablets and smart phones. Realtor.com® is
where home happens. Move, Inc. provides consumers a wealth of
innovative tools and accurate information including Doorsteps®,
SocialBios™, Moving.com™, SeniorHousingNet™, New Home Source and
Relocation.com. Move, Inc. supports real estate agents and
brokerages by providing many services to grow their businesses
including ListHub™, the nation's leading syndicator of real estate
listings, TigerLead®, Top Producer® Systems, and FiveStreet as well
as many free services. Move is based in the heart of Silicon Valley
– San Jose, Calif.
About Pereira & O'Dell
Pereira & O'Dell
(www.pereiraodell.com) is an international award-winning
advertising agency that combines techniques from traditional
advertising, digital, PR and design to create innovative campaigns,
programs and products that are in sync with how consumers behave
today. The agency was recently named to both Advertising Age and
Creativity 2013 A-Lists based on the company's business
performance, impact on clients' businesses as well as industry
leadership and innovation. Among the Pereira & O'Dell client
roster are Skype, Intel, Fiat, Fox Sports 1, New Era, realtor.com®,
BevMo!, and Henkel North
America.
Forward-Looking Statements
This press release may
contain forward-looking statements, including information about
management's view of Move's future expectations, plans and
prospects, within the safe harbor provisions under The Private
Securities Litigation Reform Act of 1995. These statements involve
known and unknown risks, uncertainties and other factors, which may
cause the results of Move, its subsidiaries, divisions and concepts
to be materially different from those expressed or implied in such
statements. These risk factors and others are included from time to
time in documents Move files with the Securities and Exchange
Commission, including but not limited to, its Form 10-Ks, Form
10-Qs and Form 8-Ks. Other unknown or unpredictable factors also
could have material adverse effects on Move's future results. The
forward-looking statements included in this press release are made
only as of the date hereof. Move cannot guarantee future results,
levels of activity, performance or achievements. Accordingly, you
should not place undue reliance on these forward-looking
statements. Finally, Move expressly disclaims any intent or
obligation to update any forward-looking statements to reflect
subsequent events or circumstances.
Media Contact:
Move, Inc. –
Lexie Puckett, (805) 557-3151,
Lexie.Puckett@move.com
SOURCE realtor.com