Realtor.com & Big Boi Team Up for 'Our First Big Boi House' Campaign
Grace Mahas — January 14, 2022 — Marketing
References: majorityagency & youtube
Realtor.com with the help of creative agency 'Majority' recently announced the launch of a new campaign with music icon Big Boi dubbed 'Our First Big Boi House.' During the commercial, a young couple uses Realtor.com to find a home that has everything they've been looking for. It appears that Big Boi is playfully admiring the home's features - everything from the impressive finishes down to the tiniest details.
Aside from promoting Realtor.com as a real estate search platform with powerful tools for buyers, the campaign's portrayal of first-time homebuyers of color is a celebration of Black homeownership. Recent statistics from the National Association of Realtors indicate Millennial homeownership has increased dramatically since 2019, with Black homebuyers disproportionately contributing to this trend.
Mickey Neuberger, Chief Marketing Officer at Realtor.com said, “For far too long, housing discrimination has dramatically harmed communities of color. At Realtor.com we’re passionate about helping Black homebuyers achieve the goal of homeownership, which is an important aspect of creating generational wealth. We also celebrate those who have achieved the goal of owning their own Big Boi House – we mean it when we say ‘to each their home’.”
Aside from promoting Realtor.com as a real estate search platform with powerful tools for buyers, the campaign's portrayal of first-time homebuyers of color is a celebration of Black homeownership. Recent statistics from the National Association of Realtors indicate Millennial homeownership has increased dramatically since 2019, with Black homebuyers disproportionately contributing to this trend.
Mickey Neuberger, Chief Marketing Officer at Realtor.com said, “For far too long, housing discrimination has dramatically harmed communities of color. At Realtor.com we’re passionate about helping Black homebuyers achieve the goal of homeownership, which is an important aspect of creating generational wealth. We also celebrate those who have achieved the goal of owning their own Big Boi House – we mean it when we say ‘to each their home’.”
Trend Themes
1. Celebrating Black Homeownership - The campaign celebrates Black homeownership and promotes tools for buyers, and this trend is set to grow with an increased focus on diversity and inclusion.
2. Rapper-backed Advertising - The collaborative advertising between real estate agencies and influential musicians has the potential to boost audience engagement and break through competition noise.
3. Marketing Homeownership as Generational Wealth - Increasingly, there is a focus on homeownership as a key to financial success for future generations, as indicated by Realtor.com's position on creating generational wealth.
Industry Implications
1. Real Estate - The real estate industry benefits from increased advertising and promotion through music industry integration and a focus on diversity and inclusion in marketing tools.
2. Music - The music industry can capitalize on marketing collaborations with real estate agencies in order to reach new audiences and increase brand recognition.
3. Marketing and Advertising - The marketing and advertising industry stands to gain from the increased collaboration between different industries and the focus on diversity and inclusion in marketing campaigns and tools.
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