Under Mickey Neuberger’s leadership, Realtor.com pivoted to focus on first-time homebuyers and realigned its business and brand to emphasize personalization, helpfulness, and humanness. The company’s new brand campaign, “Homes for Every Homebuyer,” and its tagline, “To Each Their Home,” celebrate the deeply personal nature of home, embrace inclusion, reinforce every buyer’s individuality, and make it clear that Realtor.com can help, no matter what a customer is looking for in a home.
“I love understanding people’s unmet needs, and then aligning our brand experience to solve for those problems,” Neuberger says. “Buying a home is such a personal journey, and especially for first-time homebuyers, the process is fraught with emotions like fear and anxiety. What sets Realtor.com apart is our focus on empowering people with the options and expertise they need to make confident decisions, and that message is clearly resonating with today’s consumers.”
There are marketing channels that every agent knows—billboards, local newspapers, social media, mailers. But here are some alternative ways to... Read more.