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Reba McEntire and Realtor.com® Bring the Laughs--and the Listings--in New Campaign

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Realtor.com launches its largest brand campaign "Nearly Home" featuring country music star Reba McEntire to bring optimism to the challenging housing market. The sitcom-inspired ad series addresses real homebuyers' experiences with humor and practical solutions. The campaign highlights Realtor.com's tools like RealListings, RealCommute, RealChoice Selling, and RealView Maps. The first episode, "The One without the Break-Up," shows McEntire helping a couple navigate common home-buying challenges. According to a 2024 survey, 75% of Americans view homeownership as essential to the American dream, with 64% considering it a top life goal. The cross-channel campaign is expected to reach 50% of Americans and includes sponsorship of the 60th Academy of Country Music Awards.
Realtor.com lancia la sua più grande campagna di brand "Nearly Home", con la star della musica country Reba McEntire, per portare ottimismo nel difficile mercato immobiliare. La serie di spot ispirata alle sitcom racconta con umorismo e soluzioni pratiche le esperienze reali degli acquirenti di case. La campagna mette in evidenza gli strumenti di Realtor.com come RealListings, RealCommute, RealChoice Selling e RealView Maps. Il primo episodio, "The One without the Break-Up", mostra McEntire che aiuta una coppia ad affrontare le comuni difficoltà nell'acquisto di una casa. Secondo un sondaggio del 2024, il 75% degli americani considera la proprietà di una casa essenziale per il sogno americano, con il 64% che la vede come un obiettivo di vita prioritario. La campagna multicanale raggiungerà il 50% degli americani e include la sponsorizzazione della 60ª edizione degli Academy of Country Music Awards.
Realtor.com lanza su mayor campaña de marca "Nearly Home" con la estrella de la música country Reba McEntire para aportar optimismo al desafiante mercado inmobiliario. La serie de anuncios inspirada en sitcoms aborda con humor y soluciones prácticas las experiencias reales de los compradores de vivienda. La campaña destaca las herramientas de Realtor.com como RealListings, RealCommute, RealChoice Selling y RealView Maps. El primer episodio, "The One without the Break-Up", muestra a McEntire ayudando a una pareja a superar los desafíos comunes de comprar una casa. Según una encuesta de 2024, el 75% de los estadounidenses consideran la propiedad de vivienda esencial para el sueño americano, y el 64% la ven como una meta vital principal. La campaña multicanal alcanzará al 50% de los estadounidenses e incluye el patrocinio de la 60ª entrega de los Academy of Country Music Awards.
Realtor.com이 컨트리 음악 스타 Reba McEntire와 함께 어려운 주택 시장에 낙관을 불어넣기 위한 최대 브랜드 캠페인 "Nearly Home"을 시작했습니다. 시트콤에서 영감을 받은 광고 시리즈는 실제 주택 구매자들의 경험을 유머와 실용적인 해결책으로 다룹니다. 이 캠페인은 Realtor.com의 RealListings, RealCommute, RealChoice Selling, RealView Maps 같은 도구들을 강조합니다. 첫 번째 에피소드 "The One without the Break-Up"에서는 McEntire가 한 부부가 흔히 겪는 주택 구매 문제를 극복하도록 돕는 모습을 보여줍니다. 2024년 설문조사에 따르면 미국인의 75%가 주택 소유를 미국인의 꿈에 필수적이라고 생각하며, 64%는 이를 인생의 주요 목표로 여깁니다. 이 다채널 캠페인은 미국인의 50%에 도달할 것으로 예상되며, 60회 Academy of Country Music Awards 후원을 포함합니다.
Realtor.com lance sa plus grande campagne de marque "Nearly Home" avec la star de la musique country Reba McEntire pour apporter de l'optimisme dans un marché immobilier difficile. La série de publicités inspirée des sitcoms aborde avec humour et solutions pratiques les expériences réelles des acheteurs de maison. La campagne met en avant les outils de Realtor.com comme RealListings, RealCommute, RealChoice Selling et RealView Maps. Le premier épisode, "The One without the Break-Up", montre McEntire aidant un couple à surmonter les défis courants de l'achat immobilier. Selon une enquête de 2024, 75 % des Américains considèrent la propriété comme essentielle au rêve américain, avec 64 % la plaçant en objectif de vie prioritaire. Cette campagne multicanale devrait toucher 50 % des Américains et inclut le parrainage de la 60e cérémonie des Academy of Country Music Awards.
Realtor.com startet seine größte Marken-Kampagne "Nearly Home" mit der Country-Musikstar Reba McEntire, um Optimismus im herausfordernden Wohnungsmarkt zu verbreiten. Die von Sitcoms inspirierte Werbeserie behandelt die Erfahrungen echter Hauskäufer mit Humor und praktischen Lösungen. Die Kampagne hebt Realtor.com-Tools wie RealListings, RealCommute, RealChoice Selling und RealView Maps hervor. Die erste Folge, "The One without the Break-Up", zeigt McEntire, wie sie einem Paar bei typischen Herausforderungen des Hauskaufs hilft. Laut einer Umfrage von 2024 sehen 75 % der Amerikaner Wohneigentum als wesentlich für den amerikanischen Traum an, wobei 64 % es als wichtigstes Lebensziel betrachten. Die kanalübergreifende Kampagne soll 50 % der Amerikaner erreichen und beinhaltet das Sponsoring der 60. Academy of Country Music Awards.
Positive
  • Major marketing investment represents Realtor.com's largest brand campaign in its 30-year history
  • Campaign expected to reach 50% of Americans through TV, digital and social channels
  • Partnership with high-profile celebrity Reba McEntire adds credibility and appeal
  • Strategic timing with ACM Awards sponsorship increases visibility
Negative
  • None.

Inspired by real experiences, this new campaign with country music legend turns real estate woes into sitcom gold, making the home search feel a little less stressful – and a lot more fun

AUSTIN, Texas, May 5, 2025 /PRNewswire/ -- Buying a home in America has never felt more emotionally fraught or economically complex, and that is why today, Realtor.com® is launching a new campaign, "Nearly Home," which features beloved country music star and sitcom veteran Reba McEntire to offer something many homebuyers haven't felt in years: optimism. 

"With this campaign, our goal is to make home search feel more human, more hopeful and less overwhelming—especially for a generation of buyers who've been navigating a complex market," said Mickey Neuberger, chief marketing officer at Realtor.com®. "As the most trusted brand in real estate and the brand most trusted by real estate professionals, partnering with Reba McEntire was an easy choice. She's got the trust, the charm and the boots-on-the-ground wisdom to bring a genuine sense of reassurance, and a little humor, to our message. She helps us remind people that finding a home shouldn't feel impossible—it should feel like coming home."

Reba McEntire, America's Queen of Country and sitcom legend, brings her one-of-a-kind warmth and comedic charm to Realtor.com® 's series of sitcom-inspired ads which will be the biggest real estate campaign of the year. The campaign highlights the relatable ups and downs of the home buying and selling process, making it feel more accessible and less daunting. Drawing from real homebuyers' experiences, the ads offer digestible solutions to common problems, providing viewers with the tools they need to take the next step in their home search with confidence.

"As I learned more about Realtor.com®, I saw how they have amazing tools for home buyers and sellers, are the most trusted site by real estate professionals and have over 500,000 new listings a month – and I was sold… pun intended!" says Reba McEntire. "A home brings a sense of comfort, relief and belonging that everyone deserves. This new campaign will help people become more positive, energized and hopeful about their home search. When it comes to something as important as your home, you want the best team on your side."

The first episode of this campaign, called "The One without the Break-Up," highlights the very real drama that often comes along with buying a home. In this episode, a young couple is faced with common challenges experienced by home buyers that often test relationships. As they argue over their need for "more space," Reba enters with relatable real-talk to help uncomplicate the couple's search and home-buying process with Realtor.com®. In the end of the episode, Reba's tough-love charm and Realtor.com's best-in-class tools like RealListings, RealCommute, RealChoice Selling, and RealView Maps turn real-world tension into real solutions, showing that the right help can make all the difference.

Realtor.com®'s Nearly Home campaign taps into the aspirations of home buyers at a time when homeownership remains a defining goal for many Americans. A 2024 Realtor.com® survey revealed that 75% of Americans believe homeownership is an essential aspect of the American dream, and nearly two out of three Americans (64%) consider it one of their top life goals.

This campaign will launch with a cross-channel push which is anticipated to reach 1-in-2 Americans. "Nearly Home" is Realtor.com®'s largest brand investment in its nearly 30-year history—and a direct response to the anxiety, confusion and doubt that define today's housing market. This campaign will run across TV, digital and social and features a high-profile sponsorship of the 60th Academy of Country Music Awards streaming live on Prime Video on Thursday, May 8, where Reba McEntire will present the "ACM Single of the Year Award" and serve as this year's host.

This campaign builds on the success of Realtor.com's most recent campaign, which leaned into their status as the leading app real estate professionals rely on and showcases expert insights and best-in-class tools.

The new campaign, "Nearly Home," was developed by GSD&M—selected for the project in January 2025—in collaboration with Talent Partnership Advisors, who secured Reba McEntire as the campaign's featured talent.

For more information, visit www.Realtor.com/nearlyhome

About Realtor.com®
Realtor.com® pioneered online real estate and has been at the forefront for over 25 years, connecting buyers, sellers, and renters with trusted insights, professional guidance and powerful tools to help them find their perfect home. Recognized as the No. 1 site trusted by real estate professionals, Realtor.com® is a valued partner, delivering consumer connections and a robust suite of marketing tools to support business growth. Realtor.com® is operated by News Corp [Nasdaq: NWS, NWSA] [ASX: NWS, NWSLV] subsidiary Move, Inc.

MEDIA CONTACT:
Mallory Micetich: press@realtor.com
Havas Formula: realtor@havasformula.com 

Cision View original content to download multimedia:https://www.prnewswire.com/news-releases/reba-mcentire-and-realtorcom-bring-the-laughsand-the-listingsin-new-campaign-302445295.html

SOURCE Realtor.com

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