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News Corp.’s Realtor.com unit is looking to put more pressure on Zillow with a new set of digital videos featuring 30 Rock star Elizabeth Banks offering advice on the home-buying process.


News Corp.’s Realtor.com unit is looking to put more pressure on Zillow with a new set of digital videos featuring 30 Rock star Elizabeth Banks offering advice on the home-buying process.

The Webisodes — branded “Learn with Liz” and ranging in length from just over 90 seconds to 2.5 minutes — offers a humorous take on what it takes to buy a home. In the Mortgage 101 episode, Banks makes pasta, stuffs a turkey and tenderizes meat while giving the basics on securing a mortgage.

“If you don’t have a lot of questions, obviously money is of no concern to you, in which case, please fund my new startup: We Make Raincoats for Cats,” Banks says.

The Emmy-nominated actress already starred in Realtor.com’s national ad campaign, which debuted in May following plans by Zillow to spend more than $100 million in advertising this year.

But the new 5-part series takes a new approach, breaking down the steps for new home buyers and millennials. Realtor.com says the series is part of the biggest and boldest branding campaign in its nearly 20-year history.

“We want everyone to think of Realtor.com as the best real-time resource to help them make the most informed real estate decisions,” said Andrew Strickman, Move’s head of brand and chief creative, in arelease. “Our knowledge that many buyers turn to the Web first for help navigating one of life’s most important decisions, and the fact that many first-time buyers prefer to consume entertainment digitally, drove the development of the content.”

The humorous approach is certainly a different tactic from the ad campaign from Zillow, which attempts to pull at the heart-strings with its emotional ad units about buying a home. Zillow remains on top of the online real estate portals, with 140 million unique visitors in March.

The Webisodes — branded “Learn with Liz” and ranging in length from just over 90 seconds to 2.5 minutes — offers a humorous take on what it takes to buy a home. In the Mortgage 101 episode, Banks makes pasta, stuffs a turkey and tenderizes meat while giving the basics on securing a mortgage.

“If you don’t have a lot of questions, obviously money is of no concern to you, in which case, please fund my new startup: We Make Raincoats for Cats,” Banks says.

The Emmy-nominated actress already starred in Realtor.com’s national ad campaign, which debuted in May following plans by Zillow to spend more than $100 million in advertising this year.

But the new 5-part series takes a new approach, breaking down the steps for new home buyers and millennials. Realtor.com says the series is part of the biggest and boldest branding campaign in its nearly 20-year history.

“We want everyone to think of Realtor.com as the best real-time resource to help them make the most informed real estate decisions,” said Andrew Strickman, Move’s head of brand and chief creative, in arelease. “Our knowledge that many buyers turn to the Web first for help navigating one of life’s most important decisions, and the fact that many first-time buyers prefer to consume entertainment digitally, drove the development of the content.”

The humorous approach is certainly a different tactic from the ad campaign from Zillow, which attempts to pull at the heart-strings with its emotional ad units about buying a home. Zillow remains on top of the online real estate portals, with 140 million unique visitors in March.

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Posted by Claudia on July 9th, 2015