Windermere is a 50-year-old real estate brand often associated with luxury homes, labeled as ‘my parents’ real estate company, and frankly, overlooked by younger generations. Digitally-native newcomers like Zillow, Redfin, and FlyHomes have made it feel ‘easy’ for younger buyers to enter the market, suggesting that buying or selling a home is as easy as the click of a button. As Millennials continue to drive a seismic shift in the real estate market, the brand’s long-term success was in jeopardy.
We had to open a conversation with this group of future buyers.
We flipped the script from homes to humans.
Windermere’s success has always come through the human power of real estate. It’s their people, and their commitment to people, that has been its calling card. This brand isn’t simply about finding you a property you love, it’s committed to fueling what happens because of that home. That could strike a chord with Millennials. This was a group focused on what was ‘next’ in their own lives - whether that was what was happening that weekend, or what big life event was on the horizon.
Unlike competitors like Zillow who played into house-porn, we focused on holding up human moments at home.
Social, particularly Instagram, played a central role in celebrating real moments with real people—empathizing with all that happens inside our homes.
CTV and linear expanded that idea, reinforcing the emotional value of our homes during moments we collectively gather around; particularly high-profile sporting events, award shows, and family-based viewing occasions.
Across everything, we made real estate, human.