During a recent episode of the Power House podcast, HousingWire CEO Clayton Collins had a captivating conversation with Mickey Neuberger, the Chief Marketing Officer at Realtor.com and former VP of Global Marketing at eBay.
Collins and Neuberger delved into the CMO’s journey into marketing, his strategies, brand presence, social media, and Realtor.com’s recent buyer agency advocacy campaign.
The discussion began with Neuberger’s background, starting as a coder and software developer before transitioning into marketing. His interest in real estate marketing grew while working with clients in the field, leading him to pursue an MBA at the University of California, Berkeley. Neuberger’s success at eBay, launching the “Browse But Didn’t Buy” campaign, paved the way for his role as CMO at Realtor.com.
Neuberger’s unique data-driven approach stems from his personal experience with a Realtor during his home search in San Francisco. He saw similarities between his roles at eBay and Realtor.com, recognizing the opportunity to drive results in both marketplaces.
Key objectives upon joining Realtor.com included building a high-quality market audience and aligning the brand with the company’s original mission. The brand’s trust and industry-leading position were emphasized, positioning Realtor.com as the top real estate platform online.
Partnerships with organizations like Fox and News Corp have expanded Realtor.com’s reach, reaching over 100 million users. Content syndication and social media marketing have played a crucial role in amplifying the brand’s message.
The conversation concluded with a focus on Realtor.com’s buyer agency advocacy campaign, highlighting the importance of using an agent in the home buying process. The campaign aims to educate consumers on the benefits of working with a buyer’s agent, emphasizing financial and wealth-building opportunities for buyers and agents alike.