The Super Bowl isn’t just a battle on the field—it’s one of the biggest advertising stages in the world. And Homes.com is going all in again this year.
After dropping $35 million on ads for last year’s game, the CoStar-owned real estate brand is back with two 30-second spots, both featuring celebrity talent.
Details are scarce, but hints have been dropped:
The question is, what will the portal announce this year?
Super Bowl Ad Playbook
Homes.com will air two 30-second ads:
- 1st in the first quarter
- 2nd in the third quarter
Celebrities will return, but names haven’t been confirmed yet. Last year’s campaign starred Dan Levy and Heidi Gardner, with sister brand Apartments.com featuring Jeff Goldblum as Brad Bellflower.
Apartments.com will sit out this year, leaving Homes.com to take the spotlight.
RPA, the agency behind Apartments.com’s long-running campaigns, is once again handling creative and media duties. This marks another major push for Homes.com, which CoStar acquired in 2021 and has been aggressively positioning as a top real estate platform.
Big Ad Spend in a Tough Housing Market
Homes.com’s Super Bowl play comes at a time when housing affordability is at historic lows. Here’s the reality:
- A household now needs to earn $107,700 to afford a new single-family home, up from $56,800 in 2019.
- Only 36% of U.S. households could afford such a home in Q3 2024.
- Meanwhile, CoStar’s Q3 revenue jumped 11% to $693 million, signaling continued growth despite market challenges.
So, what’s the move? With affordability tanking, CoStar is doubling down on brand awareness—aiming to capture buyer and seller attention in a market where every lead matters.
BAM Pro Bowl II
The Super Bowl may be the biggest stage for flashy real estate ads, but let’s be real—BAM Pro Bowl II is the event that actually matters for real estate pros. And not that it’s a competition or anything, it’s probably going to be a lot more entertaining, too.
This Wednesday, February 5th, at 12 pm Eastern, BAM Pro Bowl II kicks off with real strategies, real insights — plus real music and Super Bowl-style commercials we cannot wait to share with you.
If you want to actually win in this market — not just watch brands flex their marketing budgets — you need to be there. See you Wednesday!
