Be Open: Our new brand campaign
Meet our new national campaign, “Be Open.”
7/11/2022 · 3 min read
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Upgrading. Downsizing. Retiring. Growing family. New job. Ask a home buyer or seller for the primary reason they’re looking to make a move, and a theme will emerge: major life transitions. When one of these situations leads to your need to move, it’s often accompanied by a roller coaster of emotions—from fear to excitement to doubt—about where to go and how to deal with your current home.
Having moved cross-country and cross-continent multiple times, I know firsthand how headache-inducing the traditional real estate process can be. While the transition itself can be exciting, the traditional way of selling your home can be cumbersome, lengthy, and full of unknowns, making it an incredibly overwhelming and anxiety-ridden experience. This is one of the things that drew me to join Opendoor.
Our goal is to make it easy and streamlined. We’re here to encourage our customers to leave the hard stuff to us so that they can focus on what matters most in life.
Building the Brand
Real estate marketing has long focused on selling an idealistic but often unattainable dream. If you can have that perfectly manicured lawn and a porch swing, the dream suggests, you will have the life you’ve always imagined. The reality is much more complicated. Before you even dream of your next home, your life is filled with months of repairs, stagings and showings, bidding wars, lengthy negotiations and uncertain timelines. Until Opendoor entered the scene, the real estate process hadn’t changed in over 100 years.
When I joined Opendoor, I saw that we had a meaningful opportunity to address the challenges of the real estate process. And in an extremely crowded and often old-fashioned category, I knew Opendoor could become a beloved, iconic brand.
Recently we engaged with TwentyFirstCenturyBrand to establish the foundation of Opendoor’s values and promise. We defined our purpose as “Powering Life’s Progress, One Move at a Time.” Moving isn’t just about transitioning from one house to another; it’s about transitioning to a new stage in life. How and where you move can affect the trajectory and quality of your life. This is why Opendoor is changing the status quo with a tech-driven process that is simple, certain, fast and accessible.
On the heels of this work, we are launching a national “Be Open” campaign. It champions our purpose and shows just how simple, certain and fast Opendoor is, so you can focus on what’s ahead in life.
The centerpiece of this campaign is “Life’s Doors,” a minute-long spot showcasing a cast of everyday people, each suddenly faced with one of life’s opportunities knocking, wagging, or buzzing at their door. Naturally, these opportunities mean each person is abruptly hit with the startling realization: a big change means dealing with their house.
This campaign, developed in partnership with our advertising agency, Venables Bell + Partners, can be seen nationally across broadcast TV and online video, radio, out-of-home channels, as well as social and digital integrations created by R/GA. The ads were directed by acclaimed director Saman Kesh and Academy Award-nominated cinematographer Don Burgess.
David Corns is the Vice President of Marketing at Opendoor.