Dog Genius: Why Coldwell Banker's #HomeRocks Campaign Actually Rocks

By CHADWICK CANNON, Founder & CEO of Chadwick Cannon Agency (CCA), a full-service digital marketing firm in Nashville, TN.

I often get asked what my favorite marketing campaigns are, and again and again I come back to the Coldwell Banker #homerocks dog campaign.

You’ve probably heard me talk about this commercial before, but if you haven’t seen it for yourself, you have to check it out.

Stop everything… and watch. (It’s only one minute long!)

[Click Here]

So good, right? And it’s not just because I love dogs that I’m obsessed with this campaign. The strategy and psychology behind the commercial is genius.

This campaign debuted in February 2015, and it’s tied to a bigger “Homes for Dogs” initiative that promotes pet adoption. That cause marketing piece is awesome, and is fodder for another post, but what I love is this one commercial, the centerpiece of the whole campaign. Here’s why…

This video hits on essential psychological elements that are built into the very nature of any sort of strong marketing.

First, there’s the power of story. The footage of the sad, waiting dogs who then erupt into happiness when their owners come home paints a plot arc. There’s an opening, a problem, a climax, and resolution. Humans are drawn to story, to the dynamic nature of a plot unfolding, however short. For hundreds of thousands of years, people have told stories to understand and explain the world. This particular story explains “home.” It demonstrates that a home is “where unconditional love and immeasurable happiness reside,” and it invites the viewer to put himself or herself into it.

Secondly, it’s a clear picture of transformation. The best marketers use words and images to demonstrate the promise of their product or service, to show what transformation will occur in the life of the consumer should he or she choose to buy. In this video, we see a house as a true home. It’s not just a structure; it’s a protector and reflector of life. We feel warmth, invitation, and unconditional love. The viewer can vividly picture an abundant life lived in a new home. Whether or not a consumer actually likes dogs, the connotations associated with them are generally ubiquitous: loyalty, best friend, unconditional love. The underlying message is this: “Buy a residence through Coldwell Banker, and that new house will be a home full of these good things.”

The video is highly memorable. From the music to the dogs to the familiarity of pet care, the video is likely to stick in the mind of the potential consumer. It’s appealing and entertaining, yet reflective of real life. While it’s not overtly salesy, it leaves an impression. The viewer is left with a specific perspective on Coldwell Banker (assumedly a positive one), which is one piece along the consumer’s journey toward purchase. The brand becomes further top of mind and is mentally positioned as one that creates homes, not just sells houses. I can’t think of any other commercial for a real estate company–truly, not one. That’s not because they don’t exist; it’s because the status quo for real estate marketing doesn’t stick in my brain. This ad is drastically different.

Finally, this #homerocks campaign invites consumer engagement and is multi-faceted, allowing delighted viewers to go deeper into the brand. There are various other videos alongside this one that introduce viewers to the dog “stars” and tell each of their stories even more explicitly. The invitation to consume more of the videos and become intimately connected to the dogs is clear and easy. The hashtag #homerocks became an awesome tool for Coldwell Banker around this campaign, but also for individual realtors communicating with their regional clients.

It comes down to this…

The best marketers go beyond the surface level felt needs of their target consumers and dive a step further. They consider “the thing below the thing” and consider the inevitable underlying “why.” And the deeper psychology here is that people want more than an easy path to an affordable house. They want a home to protect and create an abundant life. Coldwell Banker not only says they offer houses; they demonstrate that they create homes.

Provided courtesy of Jay Burnham & Linda Morey

Premier Associate Team

Coldwell Banker Residential & Commercial Brokerage