• by Tanya Gazdik , March 1, 2018

With March Madness upon us, Coldwell Banker is breaking a new spot that highlights features in a house that make it a home -- like a basketball hoop. The spot will run during the NCAA Men’s Basketball Tournament on streaming video services and television.

"Hoops," from Siltanen & Partners, tells the story of a boy who's apprehensive about moving and his family's sympathetic real estate agent. The agent, learning that the boy plays basketball, shows him that his new driveway could become the ultimate home court just by adding a basketball hoop. The boy's eyes light up, and the spot fast-forwards to showing him happily playing basketball with neighborhood kids outside his new home.

The "Hoops" campaign portrays how Coldwell Banker’s agents feel about what they do every day: helping people turn a house into a home, says David Marine, senior vice president of marketing, Coldwell Banker Real Estate LLC.

The company's decision to highlight basketball reflects the sport's surging popularity. NBA ratings are up nearly 30% compared to last year, and the WNBA posted its best finals ratings in nearly 15 years. Basketball is being played in the driveways of homes across the country, and hoops are the only sporting equipment that is physically attached to the house. 

"At Coldwell Banker, our goal is for every single one of our clients to love their home,”  Charlie Young, president and CEO, Coldwell Banker Real Estate LLC, said in a release. “Your home is more than a financial asset. It's the setting of many of life's best moments and memories" --  including "the first time you make a three-point shot," or "bond with neighbors over a game of pick-up basketball."