The Love of Pets Hits Home
Pets bring joy to people’s homes. In fact, most buyers take their pets into consideration when selecting the property they purchase. According to the National Association of REALTORS®’ 2017 remodeling impact report, Animals in Homes, 81 percent of consumers surveyed said that animal-related considerations will play a role when deciding on their next living situation.
Read more: The Power of Pets
With this in mind, it’s not surprising to see that Coldwell Banker Real Estate’s latest ad campaign launched in March debuts the brand’s highest-rated ad of all time. The video spot, titled “Somebody to Love,” features a man whose home and life are in need of companionship. He finds a stray dog at an adoption event that he brings home and, in the end, the ad reveals how they truly rescued each other. The commercial has reached nearly 1 million views on YouTube and has been shared nearly 4,000 times from Coldwell Banker’s original Facebook post. It is now the highest rated real estate ad by Ace Metrix, an advertising analytics company, scoring a 779 in likability.
The spot is part of Coldwell Banker’s three-year partnership with Adopt-a-Pet.com called the “Homes for Dogs Project,” which has so far helped more than 20,000 dogs find homes through online campaigns and 675 adoption events. It has spurred Coldwell Banker franchisees to get involved with local pet shelters across the country through events and charitable donations.
“When I think about the last couple of years, I’m struck by the outpouring of love we have seen through the Homes for Dogs Project,” says Sean Blankenship, chief marketing officer for Coldwell Banker Real Estate LLC. “Hundreds of Coldwell Banker agents and offices held adoption events in their own communities.”
The next “Homes for Dogs Project” national adoption event will take place Sept. 9–10. Watch for more information at coldwellbanker.com/homesfordogs.
Source: “Coldwell Banker Real Estate Features Rescue Dog in New Ad, Ranks Highest of All Time,” March 27, 2017, Coldwell Banker Real Estate LLC
—Erica Christoffer, REALTOR® Magazine