Dear California Dream

The California real estate landscape has many Californians searching for their confidence and wondering if the “dream” is attainable or even worth it. We believe Californians are searching for a REALTOR^®’s vision and expertise plus the empathy, understanding and human insight that comes with it. 

In order to express this notion, we showcase three ‘letters’ written to the “California Dream”, that lead to a California REALTOR^® helping each of the dreams come true. Watch these buyer and seller letters come to life:

• Apps & Aunts: Why you need a REALTOR^® over just relying on tech, friends and fam.

• First Home: Inspiring First Time Home Buyers to get in the game.

• Next Chapter: REALTORS^®  helping clients sell and share their excitement.

To spread our message, we’ve developed a strong media mix with:

• Big & Bold TV + Digital Video: We’ve curated a robust spot schedule on major networks in key markets. Our :60 and :30 spots will air on must see NBC programming including the Today Show, The Voice, Kentucky Derby and the U.S. Open, ABC’s Good Morning America, Abbot Elementary and Shark Tank  and HGTV on Property Brothers and Fixer Upper, just to name a few. We’ll offer statewide coverage on Hulu and Peacock and don’t forget in language spots airing on the largest Hispanic network, Telemundo. We’ll also have additional coverage leveraging Viant’s vast digital network to capture active viewing beyond traditional TV.

• Content Rich California Live Sponsorship: Aa a bonus to the media buy, and to amplify the value of C.A.R. and its REALTORS®, Jennifer Branchini will be featured in a custom 2:30 minute integration discussing current market considerations, policies C.A.R. developed on behalf of consumers, and the benefits of working with a REALTOR. Airing in LA, San Francisco and San Diego, the sponsorship also includes a bonus schedule and branded tune ins.

• Home Authorities Realtor.com / HGTV: To educate home buyers and sellers across California about the value of working with a REALTOR®, C.A.R. is partnering with “home” experts Realtor.com and HGTV leveraging proprietary advertising units, GO TV Everywhere and more.

• Paid Social: To efficiently extend the campaign in environments that consumer’s access as part of their daily ritual, and amplify marquee partnerships to drive engagement and action, we’ll prioritize reels on Facebook and Instagram. For  YouTube and Pinterest, we’re creating an immersive experience using videos and ads that generate on-demand brand engagement when consideration is top of mind.