Move, Inc., a leader in online real estate and operator of realtor.com®, has launched a new marketing campaign called, “Find It First,” less than a week after debuting an entirely new look and feel on realtor.com®. The campaign highlights the company’s commitment to helping consumers find the home of their dreams and dedication to facilitating authentic connections between consumers and REALTORS®.
Additionally, Move has invested in building a centralized marketing team, with a roster of executives with experience from companies like Yahoo!, Apple, eBay and Edelman. Former Yahoo! Inc. executive Barbara O’Connor spearheads integrated efforts as the executive vice president of marketing, leading business-to-consumer and business-to-business marketing and communications teams for Move’s brands and websites, including realtor.com®, as well as marketing their SaaS solutions. Other notable team members include: David Roth, VP, Performance and Social Marketing; Alison Schwartz, VP, Corporate Communications; Andrew Strickman, VP, Brand and Creative Services; Frederick Herot, VP, Business-to-business Marketing, and Cori Chao, Senior Director, Email Contact Strategy.
In support of the new company strategy, Move is rebranding its primary consumer portal, realtor.com®, with the launch of a new logo and tagline and a redesigned website, which will be amplified by Find It First, an innovative digital consumer marketing campaign. The marketing initiative targets consumers looking to purchase a home and focuses on the website’s value propositions of accuracy and timeliness. With the number of homes on the market declining in recent months, it is more important than ever that consumers have every advantage in finding their perfect home before the competition. Realtor.com® empowers consumers to make the smartest decisions when it comes to buying a home they love by leveraging direct connections with more than 800 MLSs to deliver the most comprehensive, accurate and up-to-date listing information in neighborhoods across the country, and by making timely and meaningful connections between consumers and REALTORS®.
“A strong and relevant brand is one that can be embraced, understood and explained by consumers – in the voice of the brand itself, but more importantly in the consumer’s own words,” said Barbara O’Connor, executive vice president of marketing at Move. “Realtor.com® is all about creating connections with real human beings, so it is time we start talking to our consumers and to the industry with more personality, voice and humanity than ever before.”
Move worked with Phelps, a Santa Monica agency, to conduct the consumer research and develop the strategic thinking that led to the new realtor.com® brand identity, tagline and design approach. The company is now working with San Francisco agency Pereira & O’Dell – 2013 AdAge A-List honoree and 2010 AdAge Small Agency of the year – to roll out the refreshed brand and Find It First marketing campaign to consumers starting this month.
Strong marketing and public relations programs will reinforce the benefits of using realtor.com® for both consumers and real estate professionals. Earlier this year, Move engaged Waggener Edstrom as the company’s public relations agency. As one of the world’s largest independent agencies, Waggener Edstrom works with both global brands and innovative startups, and has been honored with numerous awards for its creative and strategic work. Waggener Edstrom’s San Francisco office manages the Move account.
Move is the parent brand to other real estate solutions and premier experiences, including Top Producer®, TigerLead® Solutions, ListHub™, Rentals, SeniorHousingNet and moving and relocation services, providing end-to-end solutions for consumers and industry professionals alike. For more information, visit www.Move.com.
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