RTO+P creates real estate emojis for California Association of Realtors

To try and make the home-buying process a little more fun, RTO+P has created real estate-themed emojis for the California Association of Realtors (C.A.R.).

The CARmojis app, which is available on iPhone and Android keyboards, was designed to help realtors market themselves and connect with their customers in a more personal way.

“It worked out that we could give something unique to the realtors in a fun way that would help them feel current,” said Steve O’Connell, executive creative director at RTO+P.

The app features a range of house-themed emojis, ranging from fireplaces and bathtubs to a ‘SOLD’ sign and a celebratory bottle of champagne. The idea for the app stemmed from the fact that many conversations between realtors and their customers happen via text nowadays, so having customized emojis could help make discussions a little more fun and efficient. For example, O’Connell said realtors could use the bedroom emoji to tell customers how many bedrooms a house has or could use the school bus emoji to represent a good school district.

Aside from the emojis, RTO+P also created stickers for the app, which can be placed on top of photos. The agency will be rolling out print, online and social elements to launch the CARmoji app.

The app follows a quirky campaign that RTO+P rolled out last year for C.A.R called “Long Story” that showcases how working with a California realtor can lead to a series of exciting events – like adopting a bulldog or meeting the love of your life. The videos end with the tagline, ‘What starts with one California realtor benefits all of California.'

Since young people often visit sites like Zillow and Trulia to try and find a home, trade bodies like C.A.R. – which represents 178,000 realtors in California – are increasingly trying to find creative ways to reach young people to prove the value and benefits of having a realtor.

For example, last year the National Association of Realtors – which has more than 1.1 million members – tapped Arnold Wordwide to help the trade organization educate millennials on what exactly a realtor does and why they are a valuable part of the home buying process.

Earlier this year, Arnold Worldwide created a “digital-first” campaign for the national trade organization called ‘House Off’ in an effort to grab the attention of young people who might be looking for a home. In the online video series, which spoofs over-the-top game shows, the winning team always has a realtor on their side.

According to Arnold Worldwide, the campaign was created to show millennials that “buying a home isn’t as easy as clicking a few buttons and magically getting the home of your dreams.”

Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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