Buying a House in New York Is Like an Epic Odyssey in StreetEasy Campaign

Buying a home is one of the most complex and expensive decisions many people will make in their lifetimes. It’s a time filled with waves of emotion, from optimism and excitement to nervousness and feeling overwhelmed.

StreetEasy’s newest brand campaign, 'Let The Journey Begin,' captures all the conflicting feelings experienced throughout the epic odyssey of purchasing a home in New York City in the dramatic style of Renaissance painting. In an art form that is unlike any previous StreetEasy campaign, the brand is bringing these visually arresting pieces of artwork to New Yorkers in a full 360-degree campaign to capture the attention of the city’s buyers, as much as those who may one day consider buying. The campaign will run through the year in various out-of-home, digital, audio, and social media placements. 

The Buyer’s Journey

New Yorkers are uniquely capable of handling whatever comes their way, but to many, the homebuying process still seems as unreachable as a work of art, locked away in a museum for only a select few to enjoy. Though New York City is known as a city of renters, StreetEasy data shows that one in five New Yorkers are browsing homes for sale while also looking at homes for rent. The Renaissance style of the campaign brings this complicated feeling to life, combining the modern buyer’s journey with a form that feels reflective of the drama and high emotions of buying a home in a market as complex as this one. 

With StreetEasy’s expertise - ranging from market research and trend reports by an in-house economist, to a dedicated buyer concierge devoted to providing personalised and unbiased support, to an individualised connection experience to some of the city’s top agents equipped to get buyers home - the brand has the tools buyers need to confidently embark on this journey of home buying in NYC.

"Buying a home is challenging anywhere, but especially so in New York City, where the process is also longer and more costly. Not only is it a big financial investment, but it’s also a deeply personal and emotional life event," said Bridget Sullivan, head of integrated marketing at StreetEasy. "It was important for us to bring to life a campaign that captured the comprehensiveness of the buyer's journey, including the many ups and downs, trials and tribulations that are the reality of embarking on the complex journey in this market specifically."

'Let The Journey Begin' dramatises seven key milestones of the buyer’s journey in the style of Renaissance art: from the moment of deciding whether to renew a lease, to the search across the five boroughs with an expert agent at the helm, to the moment of getting the keys and becoming your own landlord. Each piece of artwork contains Easter eggs only New Yorkers will recognise - including Dan Smith Will Teach You Guitar and Leh-Boy - further emphasising StreetEasy’s history of drawing wit and humour from the real experiences of New Yorkers in its campaigns.

The Artists Behind 'Let The Journey Begin'

The campaign was led by StreetEasy’s in-house brand marketing and creative teams, in partnership with creative agency Mother New York and artistic partner Buck. This is StreetEasy’s first year partnering with Mother New York. 

“Teaming up with Mother New York for our brand campaign was a no-brainer. They have a proven track record of delivering creative ideas that resonate with audiences,” said Jason Ferguson, creative director at StreetEasy. “Their dedication to craft and design aligns perfectly with our Renaissance-inspired campaign. We knew that with Mother's expertise, our campaign would be a work of art.”

“Advertising to New Yorkers is an interesting creative challenge. On one hand, you have a population capable of tuning out almost anything. On the other hand, you have a savvy audience who can appreciate a clever ad that speaks to their experiences, which StreetEasy certainly has a track record of doing,” said Nedal Ahmed, executive creative director at Mother New York. “Let The Journey Begin touches on a uniquely New York problem, and does it in a style that will stand out in the city’s sea of distractions.”

A Trusted Destination for Buyers, Sellers, and Renters

As the Zillow brand built for New York City, StreetEasy is the go-to destination for New Yorkers on their journey to buy, sell, or rent in the city, equipping them with the insights and resources they need for this one-of-a-kind market. No matter where they are in their journey, StreetEasy offers the tools that New Yorkers need to understand the NYC real estate market and plan their path forward. In the early stages of the buying process, StreetEasy guides the city’s prospective buyers through the process with a comprehensive library of content and market insights. Once they’re ready to take the next step toward home ownership, StreetEasy connects them with an agent who is uniquely qualified to help them get home, with proven experience in the neighbourhood - or even specific building - the buyer is interested in.