AUSTIN, Texas, Nov. 12, 2015 /PRNewswire/ -- Realtor.com®,
a leading online real estate destination operated by News Corp
[NASDAQ: NWS, NWSA] [ASX: NWS, NWSLV] subsidiary Move, Inc., today
wrapped a for-sale home in Austin,
Texas, visibly removing it from the residential block to
vividly illustrate that you might be missing out on your dream home
if you only search on Zillow.com. The experiential advertisement is
a part of realtor.com®'s comparative advertising campaign that
shows how realtor.com® lists many more MLS-listed, for-sale homes
than its chief competitor.
The advertising campaign is based on realtor.com®'s statistical
analysis conducted in October 2015,
which estimates that realtor.com® has approximately 20 percent – or
an estimated 300,000 – more MLS-listed, for-sale homes nationwide
than Zillow.com. The gap is wider in certain markets, increasing to
109 percent in Salt Lake City, for
example.
"Buying a home is one of the biggest commitments many of us will
ever make, so it's not a decision we enter into lightly," said
Nate Johnson, chief marketing
officer for realtor.com®. "How confident would you feel about your
decision if you knew 20 percent or more of your choices in
MLS-listed homes for sale were missing from the real estate site
you were using? This advertising campaign draws attention to the
fact that, unlike our competitors, realtor.com® provides the most
comprehensive view of MLS-listed, for-sale homes. It's why
realtor.com® is the best – and truest – provider of real estate
information and services for buyers and sellers in the nation."
To illustrate the extent to which consumers may be missing out
on homes for sale when using the competition, realtor.com®'s new
experiential advertisement consists of fully wrapping a home that
is currently on the market, located at 8600 Dulcet Drive in
Austin, Texas 78745 and brokered
by GoodLife Realty. The all-black covering is emblazoned with,
"Searching for a home to buy on Zillow? You're missing out on
thousands like this," and provides a visual representation of the
seriousness of competitor gaps in MLS-listed, for-sale homes. The
house will be wrapped until Nov. 14,
and on Nov. 15, GoodLife Realty will
host an open house in the home from 1-4
p.m.
Based on internal analysis conducted in October, realtor.com®
provides at least 20 percent more – or an estimated 300,000 more –
MLS-listed homes among its for-sale listings nationwide than
Zillow.com. This realtor.com® listings advantage is even greater in
some local markets including:
Metropolitan
Statistical Area
(MSA)*
|
Realtor.com® Listings
Advantage
(compared to Zillow.com)
|
Austin
|
33 percent
|
Denver
|
30 percent
|
Memphis,
Tenn.
|
42 percent
|
Miami
|
52 percent
|
New
Orleans
|
67 percent
|
Salt Lake
City
|
109
percent
|
San Diego
|
48 percent
|
* Results based on
comparing MLS-listed homes for sale in the U.S. Office of
Management and
Budget's (OMB's) Metropolitan Statistical Area ("MSA") for the
cities indicated; except for Miami,
where the comparison was for OMB's Miami-Miami Beach-Kendall Metro
Division of its MSA for
Miami. Results shown are as of approximately late October
2015, and are not necessarily
representative of other metro areas or locales.
|
The national campaign also includes different variations of
animated banner advertising that display the amount of homes
currently for sale in hot housing markets as listed on realtor.com®
versus Zillow.com. Specific markets featured in these ads
include Austin, San Diego, Miami, Denver
and New Orleans.
Additionally, static digital ads appear on major online news and
consumer websites such as Google, Curbed, and Yahoo!, as well as
entertainment and social media platforms including Spotify,
YouTube, Facebook and Twitter. The ads feature headlines such
as:
- "There are more homes for sale than Zillow's showing you.
Realtor.com® – search more homes for sale,"
- "If you're looking to buy your perfect home, Zillow might not
have it. Realtor.com® – search more homes for sale," and
- "More homes on realtor.com® means more homes that could be
yours. Realtor.com® – search more homes for sale."
The campaign was developed with the help of Pereira & O'Dell
New York, realtor.com®'s advertising agency of record.
About Move, Inc. and realtor.com®
Move, Inc. operates the realtor.com® website and
mobile experiences, which provide buyers, sellers and renters of
homes with the information, tools and professional expertise they
need to discover and create their perfect home. News Corp [NASDAQ:
NWS, NWSA] [ASX: NWS, NWSLV] acquired Move in November 2014, and realtor.com® quickly
established itself as the fastest growing online real estate
service provider in the first half of 2015 as measured by
comScore.
As the official website of the National Association of
REALTORS®, consumers know they can look to realtor.com®
for the most comprehensive and accurate information anytime,
anywhere. With relationships with approximately 800 multiple
listing services (MLS), realtor.com® has more than 3 million
for-sale listings, which account for more than 97 percent of all
MLS-listed for-sale properties. More than 90 percent of the
listings are updated every 15 minutes. Move's network of websites
provides consumers a wealth of innovative tools, including
Doorsteps®, Moving.com™,
SeniorHousingNetSM and others. Move supports real
estate professionals by providing many services to grow their
businesses in an increasing digital, on-demand world, including
ListHub™, the nation's leading listing syndicator and centralized
intelligence platform for the real estate industry;
TigerLead®; Top Producer® Systems; and
FiveStreetSM and Reesio as well as many free
services.
Forward-Looking Statements
This document contains certain "forward-looking statements"
within the meaning of the Private Securities Litigation Reform Act
of 1995. These statements are based on management's views and
assumptions regarding future events and business performance as of
the time the statements are made. Actual results may differ
materially from these expectations due to changes in global
economic, business, competitive market and regulatory and other
factors. More detailed information about these and other factors
that could affect future results is contained in News Corp's
filings with the Securities and Exchange Commission. The
"forward-looking statements" included in this document are made
only as of the date of this document and we do not have any
obligation to publicly update any "forward-looking statements" to
reflect subsequent events or circumstances, except as required by
law.
Media Contact: Lexie
Puckett lexie.puckett@move.com 805-453-3053
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SOURCE realtor.com