• by Fern Siegel , March 1, 2023

New York is a singular city. That’s why StreetEasy’s new brand campaign claims: “The Dream Is Different Here.”

In fact, while many New Yorkers rent, one-third are homeowners. To target both buyers and sellers, StreetEasy, a Zillow brand, is focused on the pluses of owning a home. The message is conveyed by cheeky out-of-home posters and colorful photography with one-liners, such as: “A front yard is a state of mind.” 

The creative by Preacher, runs across digital and social media, including YouTube, Facebook and Instagram. Subway cars and taxis carry out-of-home display ads. Throughout March, there will also be wild posting and large-scale billboards in Brooklyn and Manhattan, as well as LinkNYC kiosks.

“The challenge was to keep the same knowing charm and edge that previous campaigns had become known for, while featuring a handful specific people and living situations that can only be found in NYC,” said Mel Lin, associate creative director, Preacher. “Building this newest campaign around the idea of “The Dream is Different Here” was our way of showing how StreetEasy’s New York credentials position the brand to help New Yorkers achieve their unique home-ownership aspirations.”

 The last few years have been volatile for the real-estate market. “As mortgage rates stabilize this year, the city’s housing market will find a new balance, providing much-needed relief to home shoppers after a hyper-competitive market last spring,” said Kenny Lee, StreetEasy economist.

The company’s 2022 OOH campaign “Win the Game of Real Estate,” was geared to rejigger interest. In January 2022, rental inventory across New York City was the lowest in eight years, as the market slowing bounced back from Covid.

The “Dream” campaign will run through 2023.