Coldwell Banker has just launched a series of new ad spots, featuring a strangely familiar voice-over. The ads are a bit nauseatingly cute with an excess of happy lifestyle footage, narrated by none other than…Tom Selleck. You may think he’s an odd choice for a real estate commercial, but in fact, Selleck’s father had served as a Coldwell Banker executive for nearly four decades (and his three siblings had also worked for the company).
With his deep, grandfather-like voice, passing through the bristles of his magnificent mustache as he speaks, Tom Selleck reminds us how to view the value of a home: “You start by taking the smell of pancakes on a Sunday morning and times that by the sound of kids laughing from the bottom of their bellies; minus the struggles of the outside world; add the power of a bedtime story; and times that by the square root of a grandmother kissing her grandchild.”
Like any other real estate company, Coldwell Banker wanted to deliver a positive message about homeownership in light of today’s tough economic climate. “All we see is negativity in the market,” said Coldwell Banker Real Estate Chief Marketing Officer Michael Fischer. “People are putting their life on hold,” he said. “No one’s talking about the positive aspect of homeownership.”
The ads come at a time when a string of recent articles discuss why Millennials are not buying homes. The term, “rentennials” is actually being used to describe a younger generation who have opted to rent, in order to pay student loans and to keep their options open for relocating in their careers.
There has been a shift in the notion that buying a home is an investment. Now, buying a home is having a place to live. In terms of monetary value, of course the price will matter much more if you plan on moving soon rather living in the same home for 20 or more years. But if we keep Tom Selleck’s message close to heart, everything will be just fine.