Meritage Homes is taking a new approach to the new-home market—and making sure people hear about it. Following a strategic shift that deepens its relationship with Realtor partners, embraces the concept of a move-in ready home, and offers buyers a 60-day closing guarantee in 2024, Meritage Homes is rolling out a digital-first ad campaign to spread the word.
The campaign includes two ads—”Not All New Homes Are Created Equal” and “Your Loyalty Should Be Rewarded”—focused on the pain points of the home buying journey and real estate agent experience in the new-home space. The ads highlight the “value of a no-surprises home buying experience” with Meritage and emphasizes the role agents play in the Meritage Homes process.
Meritage Homes chief marketing officer Tracy Tannenbaum spoke with BUILDER to share the inspiration for the digital ad campaign, how the campaign mirrors the builder’s new strategic direction, and why clear messaging matters in today’s housing landscape.
What was the process behind developing the message of the two new ads?
When we embarked on the process to develop this campaign, our goal was to break through the generic messaging that home buyers and real estate agents are inundated with to better explain the unique value proposition of Meritage Homes. We wanted to speak to the real challenges they face—whether it’s hidden costs in the home buying process or the need for stronger and more rewarding relationships between agents and builders. By addressing these pain points head-on, we’re reinforcing Meritage Homes’ commitment to transparency for buyers and value for real estate agents.
How were the visuals and story of the two ads selected?
We were very intentional with every element of this campaign. The hotel scenario felt universally relatable and gave us a lighthearted way to address serious concerns like unexpected costs. Visually, we kept things simple to stand out in digital environments. With the digital-first campaign, we are focused on meeting consumers where they are: Online. The campaign will appear across digital video (HBO, Tubi, Roku, Samsung, Peacock, and Paramount), YouTube TV, YouTube Shorts, and ads across LinkedIn, Facebook, and Instagram.
What was the inspiration behind both ads and the digital-first campaign?
We wanted the ads to feel relatable to what we know can be a stressful process—home buying. The inspiration comes from frustrations we’ve all experienced—being hit with a hidden fee for things like resort fees at a hotel, baggage or seat selection charges on a flight, or surprise service fees when buying concert tickets. That scenario became a perfect metaphor for what many buyers face when purchasing a new home. By leaning into humor, we created a campaign that’s both engaging and impactful. Our goal was to make people feel seen in the home buying process while highlighting how Meritage offers a no-surprises and very unique experience.
How does the campaign and its message mirror the pillars of Meritage Homes’ new strategic direction?
The campaign is a direct reflection of the strategic shift we’ve made at Meritage. We are focused on simplifying the home buying process and deepening our relationships with Realtors. Our messaging emphasizes transparency with a streamlined home buying process and aligns with our 60-day closing guarantee and move-in ready homes. At the same time, we are showcasing our commitment to agents by rewarding loyalty and helping to create a smoother experience for their clients.
How is this approach by Meritage unique in the new construction space? How do the ads help highlight the differentiation?
Many buyers avoid new construction homes because of the complexity and confusion of the process—including unexpected costs, uncertainty around closing dates, and unanticipated purchases to make it move-in ready. The campaign emphasizes the strategic shift we’ve made at Meritage to eliminate these frustrations for the home buyer and our Realtor partners. In the wake of last year’s changes to agent commission guidelines, we chose to double down on our commitment to real estate agent partnerships. While some builders pulled back, we’ve remained consistent because we believe strong relationships shouldn’t depend on market uncertainty. We want every buyer to feel confident, supported, and represented by a trusted professional. This campaign is an extension of this shift, reinforcing our dedication to rewarding agent loyalty while offering buyers confidence to purchase a brand new, energy-efficient home.
In today’s competitive housing market, buyers and agents are more informed, yet also more confused, than ever, and they are looking for a home builder they can trust. That’s why it’s so important for us to acknowledge what makes us different. We’re not just offering new homes, we are offering the peace of mind that comes with our commitment to creating a positive experience for buyers and Realtors. We want people to know that with Meritage, they can buy with confidence because there are no surprises, and agents can count on a true partnership with us.
