CoStar Group, a leading provider of commercial real estate information, analytics, and online marketplaces, has launched what it described as the “biggest marketing campaign in real estate history.” The campaign launched with four commercials during the Super Bowl, according to CEO Andy Florance. This major marketing initiative, costing approximately 1 billion dollars, positions CoStar alongside some of the year’s biggest events.
An average 30-second spot during the Super Bowl reportedly cost $7 million, showing the company’s commitment to this marketing campaign. Three of CoStar’s four commercials featured Homes.com with appearances from Dan Levy, Heidi Gardner, and Lil Wayne. Jeff Goldblum, on the other hand, promoted Apartments.com in the fourth commercial.
The Super Bowl advertisements come after CoStar shared an exclusive video message with agents, sharing its aspirations to drive 80 billion impressions to Homes.com and reach more than 90 percent of households. Competitors Zillow, the leading consumer platform, and Realtor.com, did not participate in the national Super Bowl advertising event.
CoStar’s vast advertising effort isn’t confined to broadcast television. The company intends to diversify its reach to streaming services, podcasts, digital radio, and more. Major events such as the Oscars next month will also feature CoStar advertising.
The intensification of Homes.com’s marketing and promotion comes as CoStar attempts to challenge Zillow’s dominance in the residential real estate listings market. In an evident competitive spirit, Florance expressed confidence last week that CoStar’s residential business will surpass Zillow’s in future.
The traffic to CoStar’s residential platform reached 84 million average monthly unique visitors in the second quarter. This performance surpassed Realtor.com, positioning CoStar as the second-most visited residential platform after Zillow.
Source: CoStar’s Super Bowl Spots Kick Off Homes.com Marketing Blitz }}.
