Pitch Perfect 2 actress and director Elizabeth Banks can now add real estate spokesperson to her resume as she was recently named the new face of realtor.com.
In a series of promos, Banks is “smart, funny and informative,” according to Pereira & O’Dell New York advertising agent Andrew Strickman.
Banks joins realtor.com in the midst of their rebranding campaign. The company’s new creative direction aspires to bring back the “real” in real estate. This is highlighted in their newest logo — a duo-toned design featuring the word “real” in attention-grabbing red letters contrasted by the remainder of the logo in all black. The company has also taken on a new tagline: “Real estate in real time.” (Sound familiar?)
Realtor.com believes the efforts of the new campaign will further reinforce the brand “as the best— and truest— provider of real estate information and services for buyers, sellers and renters of properties in the U.S.,” as stated in their release. Joining forces with a star like Elizabeth Banks doesn’t hurt, either. After all, her star power has landed her roles on hits like box office blockbuster the Hunger Games and NBC’s hit television show 30 Rock.
In the first of the video advertisements, Banks sits down for a talk with viewers, explaining that the only constant in real estate is change. “You need an app,” she urges, “that is constantly changing with it.”
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If that isn’t enough to entice viewers to download the realtor.com app, enter Jim— a regular guy being egged on by Banks as she confidently boosts his ego describing him with terms like “real estate renegade” and “master of mortgage rates”.
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On the new comedic approach, Strickman explained that they “made a concerted effort to break away from the traditional approach to online real estate, where there’s a lot of sameness. There aren’t as many things as important and intense as the home-buying process, so we wanted to infuse some humor across all our advertising.”
Bottom line?
“The ‘real time’ branding really resonates with consumers,” said Strickman.
And considering that here at Realestation.net, our tagline is Real News. Real Time. Real Estate., we just so happen to agree.
