Dan Levy? Check.
Heidi Gardner? Check
Jeff Goldblum? Oh yeah.
This ad may have been running for a bit in the States, but - bearing in mind last week's confirmation that OnTheMarket will be rebranded as Homes.com - it's worth looking at what might be in store for us in the UK, ad-wise, when CoStar (finally!) gets its wallet out.
The £46m that was promised at acquisition may not materialise for 2024 as - clearly - instilling OTM as a brand in consumers' minds is pretty pointless right now, when it's going to die. However, pretty soon - January 2025? - CoStar will start spending the much-promised cashola on getting homeowners to understand that there is more to property-on-the-internet than shabby old Rightmove.
This is NOT a low-budget ad. CoStar claims that this is part of the most-expensive advertising campaign for property ever - and that's believable, even if it saves a bit of money by having Andy Florance, CEO of CoStar himself, as one of the speaking parts in the advert (creds if you can quote from which character he is).
The most important thing, of course, is that we might get more Jeff Goldblum in our lives. He's featured heavily in Homes.com's brand Apartments.com advertising and, from this video, it looks like he's making the (presumably highly lucrative) switch from rentals to sales properties and Homes.com.
Of all the things for Rightmove to be worried about with CoStar riding over the hill, it's Jeff I'd fear most. He's helped the Homes.com group into number two in the US already and you'd not put it past him to repeat the feat - and possibly even more - over here too.
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