To better address the concerns of potential home buyers and sellers in 2021, Berkshire Hathaway HomeServices partnered with The Wall Street Journal on the thought leadership series, “Responding to Today.” Proprietary insights gleaned from multiple custom studies helped to inform the editorial direction of three custom articles and multiple videos featuring Berkshire Hathaway HomeServices’ newly appointed CEO, Christy Budnick.
The Wall Street Journal has partnered with Berkshire Hathaway HomeServices for a years-long program “Responding to Today.” Guided by proprietary insights gleaned from multiple custom research studies deployed by the WSJ | Barrons Group Intelligence team, the content series that showcased some of the best and brightest minds from Berkshire Hathaway HomeServices network. Living across various native article pages and featuring video and Q&As with Berkshire Hathaway HomeServices CEO Christy Budnick alongside franchisee brokers and owners, the content directly answers themes that are important to WSJ readers and affluent consumers. The three content executions from the year covered the following topics:
● ‘Is There a Real Estate Bubble?’ and Other Questions to Consider When Buying or Selling in 2021
● Real Estate in 2021: How to Avoid—and Fix—Costly Mistakes
● What’s Next for the Real Estate Market in 2022?
By featuring proprietary insights and leveraging native content and distribution formats, this timely and relevant content appealed to business professionals and achieved great scale, receiving close to 600k views. The latest release “What’s Next for the Real Estate Market?” had the highest engagement, with time spent being 3 times the benchmark. Week over week, placements on Facebook, Twitter, and YouTube continued to over-index against CTR and VCR benchmarks by 1.5-3x the platform’s benchmarks. Preroll placements proved to be effective in piquing user’s interest with CTRs as high as 2.52%, well above industry averages.
