• by Tanya Gazdik , March 16, 2015

A new campaign breaking today from Berkshire Hathaway HomeServices focuses on the emotional aspects of selling a house.

The national effort, from BBDO Minneapolis, aims to build awareness for the real estate brand. Continuing the “Good to Know” tagline, the campaign launches with 30-second and 15-second TV spots, as well as print and digital executions. 

Berkshire Hathaway launched the new real estate brokerage network in 2013. The brand’s first-ever ad campaign last year successfully brought the brand from 0% to 28% total awareness.

New executions are an evolution of that effort, says Kerry Donovan, Berkshire Hathaway HomeServices vice president of national marketing.

“It continues to focus on the selling process versus buying, and does so by highlighting a universal truth,” Donovan tells Marketing Daily. “The celebratory part of selling your home is getting that phone call from your agent.”

The effort is aimed at prospective home sellers.

“The goal is to increase consideration with Berkshire Hathaway HomeServices and ultimately get sellers to list with us,” Donovan says. “Our agents are deemed to be experts in the home selling process – providing you with straightforward, honest, advice. “

The new creative aligns with the Berkshire Hathaway HomeServices brand attributes and is "highly differentiating in a very competitive marketplace," she says.

“We wanted this spot to reflect the diversity of the home sellers we work with, from life partners to empty nesters to single parents. So we cast a real family. And a real gay couple. That authenticity speaks to who we are,” Donovan says.