Spring brings the unofficial start of the home-buying season, so Century 21 took temporary residence in YouTube’s home page on March 27 in an effort to open their door to online house hunters. To enhance their curb appeal and bring in buyers, the real estate company created a cute concept that welcomed Web searchers to fall in “puppy love” with their dream homes by featuring eight charming videos of peppy puppies playing. MediaPost.com covered this fetching move to display how heartwarming can lead to housewarmings.
Century 21 selected the date of March 27 because it was the most popular day in 2013 for consumers to search for real estate online. This historically high rate of search traffic presented the perfect opportunity for Century 21 to home in on these virtual house hunters.
The cuddly canine concept played into the company’s brand-new television campaign called “Based on a True Feeling.” This series of spots features clients discussing how their experience dealing with Century 21 agents was as delightful as playing with precious puppies.
Along with their digital dwelling on YouTube’s home page, the company also posted videos, GIFS, and still shots of the prancing puppies to r/Aww on Reddit as a way to bring buyers to their YouTube real estate.
While this was the first time that a real estate brand made a makeshift home on YouTube’s home page, its success could encourage other brands to move toward more digital marketing strategies and start bringing home better results and ROI.
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