Realtor.com marketing campaign zeroes in on listings accuracy | Armonk Realtor

Realtor.com operator Move Inc. is launching an aggressive marketing campaign today that portrays the timeliness, accuracy and completeness of listings on the portal as giving its users a competitive advantage over buyers searching for homes on less reliable third-party websites.

The “Find It First” marketing campaign makes the case that with inventories tight in many markets, accurate and timely listings data could make the difference between finding your dream home or losing out to another buyer.

“You’re not the only one dreaming about your perfect home,” warns one of the ads.

As the official website of the National Association of Realtors, realtor.com can claim to have the most up-to-date and accurate inventory of U.S. homes listed for sale. The site receives listings data from more than 800 multiple listing services that, in most cases, is updated every 15 minutes.

Because they gather data from a variety of sources, third-party websites like Zillow and Trulia can have gaps in their listings coverage, or show homes that have already been sold or withdrawn from the market as still being for sale. Zillow and Trulia don’t have data on about a quarter of MLS listings, according to recent studies by brokerages ZipRealty and Redfin.

“We are highlighting our competitive advantage in the new campaign,” said Andrew Strickman, vice president of brand and creative at Move.