RealEstate.com Launches $13 Million National Campaign

RealEstate.com, a resource for real estate information and services, launched an integrated marketing campaign designed to create awareness of the site and its suite of Web-based tools.

The campaign, developed by RealEstate.com’s agency of record, BBDO South, focuses on the complex process of home buying and how RealEstate.com’s one-stop shopping makes the process simpler and faster through its free service.

The campaign uses both traditional and online media, including national network cable television, national newspapers, Web site banners and spot radio in selected national markets.

“From a branding standpoint, a fully integrated marketing campaign across traditional and new media is key to making our services more visible and accessible to homebuyers who use both online and traditional methods,” said Alan F. Daniels, RealEstate.com’s CEO. “This approach will allow us to reach those homebuyers already online, as well as those not yet using the Internet to access real estate services.”

RealEstate.com’s suite of tools includes Mortgage Auction, which guarantees homebuyers the best overall loan package, and Property Analysis, which provides homebuyers with objective reports on properties, neighborhoods and economic trends.

In addition, RealEstate.com allows consumers to conduct online home searches, offers advice on transactions and closing and contact with real estate professionals.