StreetEasy Launches Decidedly ‘New York’ Campaign to Reach NYC Homeowners

This week StreetEasy, the Zillow brand built for NYC, is launching a new ad campaign in partnership with creative agency Preacher that centres on “the dream” of living in NYC. 'The Dream Is Different Here’ targets both buyer and seller audiences, flipping the idea of traditional Americana on its head with StreetEasy’s decidedly-New York wit to expand the brand’s reach as it prepares to launch new tools for owners and sellers. The new campaign is unlike any prior from StreetEasy–using real photography as opposed to illustration; focusing on the payoffs of owning a home rather than the process of getting there; and highlighting StreetEasy’s relationship to Zillow for the first time.

As much of a celebration of New Yorkers as it is of New York City, the work comes alive through Peter Yang’s punchy lifestyle photography and video that capture “the NYC dream,” alongside playfully sharp-witted lines like, “Have all five boroughs of backyard” and “A front yard is a state of mind.” The ads drive home the fact that no front porch rivals having the city at your doorstep.

The ads are running across digital & social channels including Facebook, Instagram, YouTube, and display ads across a multitude of sites, as well as throughout subway cars and on taxi tops. Throughout March, additional ads can be seen on CTV, LinkNYC kiosks, and wild postings throughout NYC, including large scale billboards in Williamsburg, NoMad and Noho.

“This campaign underscores an exciting year for StreetEasy as we more deeply expand our offerings to better serve buyers and sellers in the NYC market,” said Bridget Sullivan, StreetEasy’s head of integrated marketing. “StreetEasy is already the most trusted resource for NYC renters, but we know that for many New Yorkers, home ownership is the ultimate goal. In this next chapter StreetEasy will continue helping New Yorkers unlock their next home, regardless of whether they’re buying, selling, or renting.”

"After years using various different illustration styles to bring out-of-home campaigns to life, it was incredibly exciting to be part of StreetEasy’s first foray into photography-based work. The challenge was to keep the same knowing charm & edge that previous campaigns had become known for, while featuring a handful of the kinds of 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 homeownership aspirations. And using this undeniable line across train takeovers, billboards & wild postings helps StreetEasy become further interwoven into the city’s one-of-a-kind cultural backdrop, which really feels like a win for the brand."