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Move, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Formerly Homestore, Inc. (3/06). Real estate site affiliated with the National Association of Realtors (NAR). Acquired main rival Move.com, a unit of Cendant Corporation (11/00). Controls more than 90% of U.S. home-sale listings on the Internet. Acquired iPlace Inc. for $150M to add online credit and neighborhood information to its list of services (8/01).

Main Telephone (805) 557-2300
Main Fax (805) 557-2680
Primary Address
30700 Russell Ranch Road
Westlake Village, CA 91362
USA

Move, Inc. Contacts

Contacts (5/10)
Name Title State
Ryan O. Chief Executive Officer CA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (805) 557-2300
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 30700 Russell Ranch Road
Westlake Village, CA
91362
USA

Nate J. Chief Marketing Officer CA
Bryan C. Chief Financial Officer CA
Suhail A. Chief Technology Officer CA
Brian S. Vice President, User Experience Design CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Move, Inc. *****
Realtor.com *

Agency Relationships


Brand Agency Service From To
****, ***. ******* & *'**** digital, media buying unknown present
*******.*** ******* & *'**** AOR - creative unknown present
*******.*** ***** *****, ***. media buying & planning unknown present
*******.*** ******* & *'**** media buying unknown present

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Account in Jeopardy Update: Realtor.com launches experiential ads directly taking on Zillow


Subject: digital, TV, social, mobile, OOH, experiential, regional marketing

Company: acquired by News Corp. late last year

Opportunity: Realtor.com has launched an advertising campaign that takes on its main competitor: Zillow. This week, Realtor.com debuted an experiential ad in which it wrapped a for-sale home in Austin, Texas. The home, wrapped in black, is meant to represent all the homes buyers might be missing out on if they only search on Zillow.com. The larger national campaign, which includes animated banner ads and static digital ads on major online news and consumer websites and social platforms, is the culmination of research conducted in October. This research estimated that Realtor.com has 20% more MLS-listed, for-sale homes nationwide than Zillow.com. The campaign was created by Realtor.com’s AOR, Ocean Media handles media buying and planning.

Note that Nate Johnson just joined Realtor.com parent Move, Inc. in August (more here). Realtor.com currently scores 81 in our agency new business predictive platform, meaning an agency review could occur sometime toward the end of H1 2016. This is especially true since this campaign has launched and Johnson can begin to take stock of the company’s current roster and marketing practices. Sellers and agency readers should keep in mind that Realtor.com’s target audience tends to be college educated, married men and women ages 25-to-44. In addition to the experiential and digital ads Realtor.com has launched, its TV spending has increased exponentially this year, a trend which could continue into 2016.

Additional Information

Media Spend: According to

Digital Breakdown: Moat reports that Realtor.com has run 238 display ads on 938 publishers since January (62% mobile). For FY 2015, ad have run mainly on real estate, news and education sites; however, the newest campaign’s digital footprint includes outlays on Google, Curbed, Yahoo!, Spotify, YouTube, Facebook and Twitter (static ads). Current animated banner ads run in specific markets, such as Austin, San Diego, Miami, Denver and New Orleans. 

Realtor.com’s digital SOV, when compared to Zillow and Trulia, is 35.3% (falling behind Zillow’s 55.6%). However, Realtor.com does edge out Zillow for national TV SOV (58.7%).

Winmo)
910 E. Hamilton Ave.
6th Floor
Campbell, CA 95008
(805) 557-2300

Nate Johnson
Chief Marketing Officer
(805) 557-2300
nate.johnson@move.com