HousingWireHousingWire
Homes.com is back at it with another round of Super Bowl advertisements. The CoStar Group-owned residential real estate listing platform will have two 30-second spots in Sunday’s Super Bowl LVIII.
The two advertisements are titled “Not Saying We’re the Best,” which will air during the first quarter, and “Still Not Saying We’re the Best,” which will air during the third quarter.
Both spots are directed by Taika Waititi and brand spokesperson Dan Levy. Levy appears in the ads alongside co-star Heidi Gardner, with a cameo by Morgan Freeman.
The two commercials feature Levy as the head of Homes.com and Gardner as his top executive. They are meeting with their corporate lawyer to work on a marketing campaign to say that “Homes.com is the best home-shopping site,” but their lawyer objects to them making the claim, so they offer creative ways to state their claim, such as through interpretive dance. The second advertisement concludes with Freeman stating that Homes.com is the best home-shopping site.
“We believe that it is obvious that Homes.com is the best home shopping website anywhere, but our lawyers told us while it may be true, we cannot legally say that in an ad,” Andy Florance, the founder and CEO of CoStar Group, said in a statement. So we turned to the very best talent in RPA, Taika Waititi, Dan Levy, Heidi Gardner, and Morgan Freeman to not tell the world that Homes.com is the best. When Morgan Freeman says so, who can say it is not so?”
This effort comes just a year after Homes.com kicked off its $1 billion marketing campaign with three spots in the Super Bowl. According to the company, over the past year, this campaign drove 110 million average monthly unique visitors to the Homes.com Network, according to Google Analytics data for the last fiscal quarter. In January of 2024, Homes.com claims its network recorded 114 million unique visitors. In addition, the company’s consumer brand awareness rose from 4% to 33%.
Homes.com says it plans to continue building awareness of the brand by utilizing the ads after the Super Bowl across television, video streaming, digital, social and audio outlets.
CoStar Group came under fire during the summer of 2024 for claims it had made in previous advertisements about its traffic numbers, including that it had “double the traffic of Realtor.com.”
