Imagine missing out on a dream home all because you weren’t looking in the right spot. It could be right in front of you, but if it’s not listed on REALTOR.ca, Canada’s No. 1 real estate website, it may as well be hidden in plain sight.
That’s the premise for REALTOR.ca’s new “Hidden House” advertising campaign. The launch video for the campaign depicts a house on a residential street being painted using a technique designed to seamlessly blend the home with its surroundings. With each brush stroke the home is harder to spot, symbolizing how difficult a home search can be on sites that don’t show as many listings as REALTOR.ca, which on average has more than 300,000. This urban camouflage is a visually appealing way of communicating just how easy it is to miss the property you’re looking for if you’re looking on other sites.
The clever video advertisement, used on TV and social media sites, shows neighbours and onlookers looking completely dumbfounded by the house’s appearance, or rather, disappearance. The TV commercial will be featured on HGTV as part of Real Estate Mondays. Targeted social media ads and digital banners will also be used to drive prospective home buyers to REALTOR.ca.
You may also notice REALTOR.ca appearing in more of your Google search results this year. That’s because CREA has launched an SEM strategy to drive more traffic and leads. Two similar campaigns are running in Canada and the United States, where a lot of site traffic and international leads are generated. SEM campaigns have proven to be an effective way to drive more traffic to REALTOR.ca and to promote the value of using a REALTOR®.
If you have any questions about CREA’s latest marketing campaigns, please contact us at support@crea.ca.
