Personalizing online realty with stories of life well-lived
Opendoor | 2023
For some, buying and selling a house is daunting.
Opendoor looked at the data and saw a gap. In America, we have a generation of soon-to-be retirees dream about downsizing and their next chapter, but technology feels like a barrier rather than a bridge. The writing on the wall says days of personal relationships with real estate agents are coming to a close, and an older generation is being left behind.
Looking to shift perceptions of online realty, they tapped my team at DEPT to find the linchpin to unlock this consumer base.
Our problem was that it’s expensive to reach Boomers.
We surveyed the data and found consensus that, though cable viewership is down, Baby Boomers are streaming more than ever. a Bain & Company study found “60% increase in US consumers over the age of 55 who subscribe to livestreaming…between 2022 and 2023. Connected TV ad placements can be effective, but they’re cost prohibitive.
But reaching Millennials was within reach.
We all have parents. And our parents (Millennials like me) are getting older. Retirement and downsizing conversations are being had, and often, we are their loving advisors, helping them make the transition.
We asked, how can Opendoor hep Millennials drive awareness among Boomers?
We needed a way to spark intergenerational conversations, and for me, it always comes back to storytelling. But which stories can we tell to breakthrough?
Opendoor knew that home buying is not always easy.
I sought the guidance of experts in breakthrough communications.
“As much as we love our polished, edited, simple photography, showcasing useful, sometimes messy steps to finished products… gets people invested in the content because they’re allowed to be part of its creation” - Joe Federer, former Head of Brand Strategy, Reddit
While realty marketing is usually polished, we had to get real about home buying.
So much of the home buying process is about taking a holistic view of one’s place in life. Career changes, marriages, kids and passions. These life experiences impact when, where, and how a person comes into homeowner ship later in life. Whether it’s a first home or a new home, home buying is about making moves.
We found the unlock. Opendoor simplifies real estate for all so you can make your move.
I saw how Opendoor’s hassle-free way to buy, sell can enable Boomers to move their own terms. But to resonate, I knew the nucleus of our stories had to be about the real, authentic journey of move making that leads to a home purchase, not the purchase itself.
Our campaign took form. Make Your Move, with Opendoor.
We looked for trustworthy storytellers, with intergenerational audiences, who align with our values.
We wanted stories that give an honest look at the steps sought the guidance of experts in breakthrough communications.
“As much as we love our polished, edited, simple photography, showcasing useful, sometimes messy steps to finished products… gets people invested in the content because they’re allowed to be part of its creation” - Joe Federer, former Head of Brand Strategy, Reddit
These “Granfluencers” were inspiring move-makers and perfect for delivering our message.
I interviewed incredible 65+ granfluencers, uncovering where home ownership intersected their life stories. Whether they’d sold or bought a home with Opendoor or not, we casted for unique stories to connect with their peers, and advice to pass on to a younger generation.
Each of our “Granfluencers” had made a move in ive and brought their own style of storytelling to our campaign.
My briefs asked Granfluencers to film Filmed in their actual homes with guidance on telling their real stories. Together, we found the most natural way to position Opendoor as an enabler for life's transitions.
Meet the cast below 👇
“Get out there and do it… it's never too late to lead the life you want!”
We cast Sharron Clear (@ArrayOfFaces) as our visual storyteller.
One of Sharron’s largest moves she made in her life was her fitness journey! Wanting to keep up with her adult sons, she made a lifestyle change and encouraged people to embrace life changes of their own–with the support of Opendoor. Hear her story 👇
“Opendoor can confidently help you step into the next chapter of your life.”
We cast Ting Ma (@TingMyStyle) (@ArrayOfFaces) as our our thoughtful poet.
As Ting started to age, the many stairs in her home became a challenge. She decided to make a big jump and transition out of her spacious family home into city apartment life! She fully embraced city life and enjoys all the new perks of her new lifestyle. She encouraged others to make the leap and lifestyle change with Opendoor. We partnered with Ting for her soulful scripts, reflective captions, and her ability to authentically share her heart through her writing about the moves she’s made to make life easier after a knee injury.
“Don’t ever let a number define who you are!”
We casted @Colleen_Heidemann as our beauty rebel.
Colleen is a phenomenon. We partnered with her to tell her authentic story of a late- in-life career change. She shared words of encouragement to our audience that it’s never too late to make a move, and how Opendoor makes it easier than ever.
@colleen_heidemann We’re all “movemakers” in this life but if you want your important selections and prime choices to run as smoothly as can possibly be, you must consider @Opendoor ❣️❣️❣️ . #OpendoorPartner #MakeYourMove ♬ original sound - Colleen Heidemann
”Keep it simple, silly!”
We casted @RetirementHouse as our comedians
@RetirementHouse was a wild card.We collaborated this viral comedy troupe particularly for their Millennial reach. Retirement House gave us a fictitious home tour while they discussed their reason for moving: to reinvent themselves as influencers!
The campaign results were impressive— 95.2k total engagements, 4.3m impressions, 2.2% engagement rate. But what really matter?
We sparked thousands intergenerational conversations and helped demystify online realty for a precious audience— parents, elders, and Boomers— all Move Makers in their own rights.