We sat down with The Corcoran Group’s Chief Marketing Officer, Christina Panos, to discuss the inspiration — and the impact — of this indelible campaign.
When the first ads in the Corcoran brand’s Live Who You Are campaign debuted back in 2004, they did something remarkable: They reminded consumers that the true goal of the real estate experience wasn’t buying a home — it was being home, living with ease and authenticity in the comfort of your own space. It’s a philosophy that continues to be the call to arms for the Corcoran brand and its affiliates.
In 2018, the brand’s Live Who You Are ads inspired a new campaign, one no less radical in an industry for which advertising still typically meant property listings and agent headshots: Be Home. This slice-of-life campaign now boasts more than a dozen 30-second spots and indelible print ads, each one witty, warm, and wholly relatable. And a new set of Be Home ads, rolling out this month, is no different.