Delta Media's 'Fresh' Take on Real Estate Advertising

Every so often, a real estate-related advertising campaign emerges that cuts through the clutter to make a strong audience connection. Not too long ago, Zillow, like the old AT&T TV ads, tugged at our homeownership heartstrings. The National Association of Realtors' ads used fictional Realtor Phil Dunphy from Modern Family to make us laugh.

Go back 30 years to find the groundbreaking Great Western Bank commercials featuring Dennis Weaver. These brilliant TV ads spoke to both a B2B audience (Realtors) and B2C (consumers) with the same powerful "use a Realtor" message.

My favorite one has Dennis walking in front of a gorgeous house. Like the accompanying print ads at the time, he conveys the message that, "Looking for a home without a Realtor is looking for trouble." The camera pulls out, and we see the beautiful home Dennis is standing in front of is a Hollywood facade.

The current real estate-related ads that breakthrough all the noise are the Tracy Morgan ads from Rocket Mortgage. Comparing "pretty sure" versus "certain" to illustrate the competitive difference between getting a preapproval from Rocket versus a competitor makes these an instant classic. Rocket uses powerful and extreme examples to make these ads both memorable and highly effective.

Delta Media Group's new "Delta Fresh" ad campaign was inspired by the Rocket Mortgage ads. It accomplishes the same clutter-cutting effectiveness. What's smart and clever about these ads is how it completely breaks the tradition of just about every other B2B tech ad. Delta's new ad campaign is all about real estate technology, yet it does not feature any technology!

Like the Rocket ads, these ads use extreme examples to contrast Delta's competitive advantage versus its competitors. In addition, the images in these Delta ads are beautiful, colorful, and powerful in conveying a tech message without standard tech imaging.

See all the "Delta Fresh" ads available at Delta Media's website here.

Delta Media uniquely has its own channel to distribute these print ads broadly. Delta publishes a print magazine – Real Estate Marketing & Technology magazine – which goes to thousands of agents and brokers subscribers who are also Delta clients. The first of the new "Delta Fresh" ads debuted in its October issue. You also can find a digital version of the magazine online here (page 45 for an ad sample).

Full disclosure: WAV Group worked with Delta to execute this campaign, so we have a built-in bias.

Here is the news release announcing this new campaign.

To view the original article, visit the WAV Group blog.