New video series sheds light on real homebuyers and their purchasing criteria
RE/MAX Canada, ranked as one of the top 100 most admired companies in Canada according to Leger’s Reputation Study: 2019, dives into the realm of reality TV with the launch of #HomeGoals. Developed in collaboration with APEX PR/ruckus Digital and produced by Route Eleven, the new series offers a behind-the-scenes look at real homebuyers, and the conversations behind the biggest purchasing decision of many Canadians: a home.
“#HomeGoals is intended for Millennials, who have finally inherited the long-anticipated purchasing power that was previously held by Boomers,” says Melissa Clemance, Director of PR & Communications at RE/MAX of Ontario-Atlantic Region. “We understand that in order to reach this younger home-buying demographic, we have to address the reality of present-day home ownership, which often includes compromise.”
Each episode focuses on the home-buying journey, as the featured buyers consider liveability factors and weigh them against other variables, such as price. “Liveability” is the satisfaction a homeowner gets within the context of a neighbourhood (such as proximity to public transit and schools) in addition to the home’s features (such as layout or number of bathrooms).
In true reality show fashion, each homebuyer takes a home tour with host Bloomfield, to explore the rooms, amenities, finishes and the neighbourhood. Each episode concludes with participants determining what factors are most important to them, and whether or not they’d consider moving forward with the purchase.
“We really see #HomeGoals as an educational endeavour that is being presented in an entertaining and relatable way,” says Elaine Langhout, Director, Regional Advertising, RE/MAX of Western Canada. “We know Millennials are spending more time online researching home purchases, which is why we chose to host the series on YouTube – the second-largest Canadian search engine – complemented by the powerful visual storytelling of Instagram.”
In fact, YouTube is the number one media platform among adults between the ages of 18 and 37, who spend an average of 8.1 hours watching content on the platform weekly. Instagram is also used by 37 per cent of Canadians, many of whom fall within the 18-to-37 age range. IGTV was also chosen to host full episodes due to its improved discoverability, since being made available within the traditional Instagram feed.
#HomeGoals by RE/MAX depicts the inevitable compromises and choices that real Canadians face when buying a home. The participants featured in the five-episode series discuss their decisions in the context of the neighbourhood, their budgetary constraints and their liveability goals.
Lydia McNutt is an award-winning writer and editor, who’s interest in real estate, creative flair and love of the written word have brought her to RE/MAX. As Manager of Public Relations and Content at RE/MAX, Lydia is responsible for the creation and curation of content that informs homebuyers and sellers, and empowers them on their journey. Lydia executes on RE/MAX's public relations, communications and social media strategies, which includes developing reports, featured content and the consumer-facing blog at remax.ca. Lydia has been published nationally, on topics ranging from real estate, decor and design, to finance, business, technology, entertainment and lifestyle. When she’s not head-down at her writing desk, Lydia is blissfully “momming it up” in Oakville, Ontario, where she lives with her husband, two kids and their chocolate lab, Betty. Email Lydia at email@example.com.