Real Estate Company Focuses on Growing Female Demographic
Men may typically be the bread winners in a family - but that doesn’t mean they’re the ones deciding on which Florida home loan is best or where they ought to live. More and more women are moving into the real estate market, a demographic at least one company is trying to take advantage if.
Real Living has unveiled a new advertising campaign target at this fast-growing sector of the home loan population.
The independent brokerage company said it will begin airing television, radio and Web advertising spots to potential buyers this month. The campaign features four different consumer types:
- First-time buyers
- Growing-family buyers
- Practiced purchasers
- Empty-nesters
“Research proves women are the key decision makers in more than 80 percent of all consumer purchases, and the real estate process is no different. When it comes to the home-buying and -selling process, with all its components - agent selection, neighborhood choice and home search - it’s their call, and their clout will continue to increase in the future,” said Kaira Sturdivant Rouda, Real Living’s chief operating officer.
This campaign focuses on consumers, ages 25-54, and homeowners with a household income of $75,000.
Real Living partnered with Left Channel, an Ohio-based motion and design agency, to create the television spots.
The new spots will appear on popular television shows such as:
- Grey’s Anatomy
- Desperate Housewives
- CSI: Miami
- American Idol
Real Living boasts nearly 4,000 agents and employees, more than $8 billion in annual sales and nearly 130 offices throughout 10 states, including Florida, Illinois and Texas.
