According to Realtor.com, the campaign marks the company’s biggest brand investment in nearly 30 years.
McEntire is featured in a series of short episodes designed to spotlight the general struggles faced by buyers, including indecision, stress, and interpersonal tension.
“I learned more about Realtor.com and saw that they have great tools for home buyers and sellers. It’s the most reliable site from real estate professionals and has a new listing of over 500,000 per month. McEntire said in a statement.
“Homes brings the comfort, relief and sense of belonging that everyone deserves. This new campaign will help people become more positive, cheerful and hopeful about their home search. When it comes to things as important as your home, you want the best team on your side.”
The campaign will air across digital, television and social platforms and will include sponsorship for the 60th Country Music Awards, which will be streamed on Prime Video on May 8th.
McEntire will hold an awards ceremony and will be awarded the ACM Single of the Year Award.
“In this campaign, our goal is to make home searches feel more human, more hopeful and overwhelming, especially for a generation of buyers who have navigated through complex markets.”
“As the most trusted brand in real estate and the most trusted brand of real estate professionals, it was an easy choice to partner with Reba McEntire. She has trust, charm and wisdom in boots.
In the campaign’s debut episode, “The One The Breaking,” McEntire appears to offer advice to a fictional couple navigating the stress of searching for a house.
She guides the company’s tools, such as Reallistings and RealCommute, which aim to help buyers better understand the dynamics of market and location using what Realtor.com calls the “tough love charm.”
This initiative comes at a time when housing market anxiety is rising.
According to a 2024 Realtor.com survey, 75% of Americans consider homeownership to be the heart of the American Dream, while 64% are listed as their best life goals.
