Research showed that in some of our more mature markets people had an understanding of iBuying, but there was still some hesitation that the whole process felt “too good to be true.” So we demystified that process and showed a busy family walking through the steps to convert a skeptical neighbor from a casual doubter to an enthusiastic believer. Wait, so you can buy or sell a house with your phone? Yes. Really. We ran the campaign across T.V., online, digital, social, radio, OOH, and direct mail.