Swipe right: A new real estate brand is treating home buying like dating

May 3, 2021

Casa Blanca—a new app that enables users to sort through profiles in hopes of finding the perfect match—just released its first ad campaign, Adweek reports.

But, instead of presenting you with singles in your area and competing in the crowded market of dating sites like Tinder and Bumble, the brand is delving into a different type of matchmaking through a personalized, design-first approach to the home-buying process.

“Designed with personalized match-making technology powered by a simple swipe left or right, the Casa Blanca app helps more people find their dream home,” the company’s website claims, adding that, “The only real estate app that eliminates the middle man and gives buyers up to 1% cash back on their final purchase price, Casa Blanca streamlines and sorts listings based on user preferences and lifestyle priorities, introducing them to refined home choices.”

Casa Blanca worked with the app,  Rent Antler, to create a lifestyle campaign that will run on social and digital platforms, which the brand hopes will capture its purpose of disrupting the market through a direct-to-consumer approach to real estate, Adweek notes 

The brand is setting itself apart from the competition by offering curated recommendations for buyers, who may be used to staring at the same few properties that match their price point on other platforms, says CEO and Co-founder Hannah Bomze. 

“We wanted to create a platform similar to Bumble, where if you don’t like something, you don’t have to keep seeing it over and over again,” she explains.“We ask very specific questions about your style, and the more you swipe left and right, the more we can make visual recommendations for you.”

The bottom line: Casa Blanca’s target audience is first-time buyers, and Bomze hopes that its lighthearted content—including testimonials from new homeowners on its Instagram page—can make the real estate process feel less arduous and more inviting.

“Instead of a traditional real estate brand showing you pictures of people’s empty homes, we’re showing you who lives in this space, why they chose it and what their life looks like,” Bomze said. “We are trying to bring more personalization and customization to a process that has been very transactional.”

Research contact: @Adweek

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