C.A.R. believes that the state’s best assets are its people. That’s why C.A.R. launched a campaign to educate Hispanic renters about the homebuying process and inform them that the dream of homeownership is possible. Research shows that the Hispanic homebuying market will explode in the next two decades, and C.A.R. wants to help the community achieve its homeownership dreams. One of the goals of this campaign is to close the wealth gap in the state through equity building. 

C.A.R. found out that about 25 percent of Hispanics renting in the state could afford a home, but many were concerned about credit, down payments, or lacked information about mortgages. The campaign aims to address those fears and educate the community on the right steps towards homeownership.

The Spring 2022 bilingual campaign runs from March 14 through April 24, with a total of 12 million impressions across all paid media channels.

Here are a few highlights from the marketing campaign, by channel:

• Digital banners – C.A.R. will display online banners on key websites, to amplify the campaign’s message. Using engaging creative, the digital display ads lead our audiences to the C.A.R. landing page, using sophisticated data to find and reach key targets and serve them with the most relevant banners and high-impact display units in real-time. The high-impact display units will attract target audiences and drive engagements through customizable executions. Media placements will reach the Los Angeles, Bakersfield, Fresno, Riverside, Sacramento, San Diego, and Stockton markets, with creative in both English and Spanish. 

• Streaming audio – As an on-demand medium, streaming audio is a source of curated musical content listeners tap into while they work, exercise, and run errands. Our campaign message will reach our audiences in the moments they are streaming their favorite music with the opportunity to capture them as they are actively swiping or shuffling songs. Leveraging both user registration data and actual listening behaviors, the Spanish only :30 spots (with companion banners) will be delivered in relevant environments in the Los Angeles, Bakersfield, Fresno, Riverside, Sacramento, San Diego, and Stockton markets.

• Spot Radio – Local radio stations play an important part in maintaining a connection with the communities they serve. Our audiences tune-in throughout the day to stay informed and entertained across a wide range of music, news and talk formats. Radio is a key reach medium, delivering over 95% monthly reach. Combined with its ability to drive frequency of messaging, radio plays a vital role in our plan. With over 1.5K spots, radio stations will air CAR’s new radio commercials in the same major markets as streaming audio, on Spanish-language radio stations. 

• Paid Social – The Geo targeting bilingual social media campaign will drive awareness of California Association of REALTORS^® among target audiences through a diverse mix of large reach as well as hyper-local platforms, while building engagement and conversations among those who are considering homeownership. 

• PR and influencer content - The campaign will reach relevant media and audiences through a targeted public relations strategy and dedicated influencer content on social media platforms. The influencer content will leverage first-time Hispanic homebuyers with strong ties to the community, to encourage their followers to take the first step in building equity by contacting a California REALTOR^® or by visiting the CAR landing page for more information and resources.

• Landing Pages – English and Spanish creative throughout the campaign will drive target audiences to the corresponding landing page (in both English and Spanish), where they will find more information about the home buying process. Messaging on the landing page includes the benefits of a CA REALTOR^® , encouraging them to connect with one today.

• Digital video – For this year’s campaign, CAR will display online videos using the digital banner creatives, as an extension of amplifying the campaign’s message. Deploying the videos using the same tactics as our digital banners’ geo-targets, the videos will lead our audiences to the C.A.R. landing page, using sophisticated data to find and reach key video viewing audiences and serve them with the most relevant video units in real-time. The digital videos will attract target audiences and drive engagements through customizable executions. Media placements will reach the Los Angeles, Bakersfield, Fresno, Riverside, Sacramento, San Diego, and Stockton markets, with creative in both English and Spanish. 

Here are a few highlights from the marketing campaign, by channel:

• Spot Radio
• Streaming Audio
• Digital Banners
• Paid Social
• PR and influencer content
• Landing Pages