The portal wars are warming up. In an effort to reach property listing portal supremacy, CoStar Group (the moms and dad business of Apartments.com and Homes.com) will air 4 ads throughout this Sunday’s broadcast of Super Bowl LVIII in between the San Francisco 49ers and the Kansas City Chiefs.
” The Super Bowl is a deep part of American culture and it gets an out of proportion share of everybody’s mind,” Andy Florance, the CEO of CoStar Group, stated. “So, it is the very best location to get attention on a brand name.”
Among the advertisements will be for Apartments.com, while the other 3 will include Homes.com, CoStar’s property listing platform. All 4 advertisements will include stars, consisting of Jeff Goldblum, Dan Levy and Heidi Gardner, along with a blink-and-you’ll- miss-it cameo from Florance.
When it came time to choose skill for the advertisements, Florance stated Levy and Gardner, who starred and co-wrote in Saturday Night Live’s Zillow spoof in February 2021, were no-brainers.
” Dan Levy and Heidi Gardner are 2 amazing skills, and they are plainly in tune with the method America takes a look at realty online,” Florance stated.
He kept in mind that both Levy and Gardner assisted to compose CoStar Group’s Super Bowl advertisements.
CoStar stated it prepares to continue running the commercials throughout the rest of 2024, consisting of throughout significant television broadcasts like the Oscars and the NBA playoffs.
The business has actually been hyping the Super Bowl advertisement areas through a series of consumer-facing advertisements on YouTube including Levy, Gardner and rap artist Lil Wayne. The ads assure “an effective brand-new home-shopping platform,” and end with the date of this coming Sunday.
” We started by teasing the commercials, and especially the skill and the stars in the commercials, to develop interest, which will drive a little bit more attention to the commercials when they run in the Super Bowl,” Florance stated.
In a video discussing its marketing technique, likewise launched today, CoStar informs realty representatives that it prepares to run the Homes.com advertisements on streaming platforms, broadcast television and digital radio, along with throughout significant occasions. It likewise keeps in mind that it has actually invested approximately $1 billion to “drive 80 billion impressions” and reach “more than 90 percent of homes.”
” No other rival comes close to our financial investment to drive cause all representatives,” the video states.
Part of this financial investment, Florance stated, was to construct material on approximately 21,000 communities throughout the U.S., along with almost 100,000 high schools, grade schools and intermediate schools.
” When individuals purchase a home, they are not simply purchasing a home, they are purchasing into a neighborhood,” Florance stated.
The company is no complete stranger to big marketing invests. In 2015, CoStar invested $100 million in customer marketing to promote the revamped Apartments.com website.
” I believe now everybody recognizes with ‘Modification your home, alter your world,’ and Jeff Goldblum playing Brad Bellflower, however that was a huge bet for us. We invested a lot because and we are investing 3 or 4 times as much in this project,” Florance stated. “Individuals invest a lot more cash on their home than they invest in beer or Doritos, so it is necessary that our marketing is commensurate with how crucial realty remains in individuals’s lives.”
CoStar, which has actually long been called a business realty listing giant, started making a play for a piece of the property listing pie when it obtained Homesnap and Homes.com in 2020 and 2021, respectively.
In September 2023, Homes.com tape-recorded more than 100 million special regular monthly visitors, a 1,290% year-over-year boost, according to the company. On the other hand, Realtor.com reported 74 million special regular monthly visitors and Redfin tape-recorded 52 million special visitors in Q2 2023. The enormous dive in special regular monthly visitors moved Homes.com to the No. 2 area amongst the most-visited property realty platforms, tracking just long time leader Zillow
Looking ahead, Florance feels it is just a matter of time before Homes.com surpasses Zillow.
” We are positive that we have actually developed the very best website possible for both the representatives, and the home purchasers and seller,” Florance stated. “We have actually climbed up from No. 5 or 6 to No. 2, however we are simply starting to market our brand name to customers. This is the next phase in the advancement of Homes.com. We are playing the long video game.”