How Realtor.com Is Using AI Creative To Expand Its Ad Footprint | AdExchanger

"BrandComms was born out of insights consultancy Forethought. The connection gives BrandComms access to 30 years of proprietary training data, which it uses to train its predictive models on which factors are likeliest to drive creative success, like certain imagery or messages."

"For years, Realtor.com's creative marketing strategy mainly revolved around influencer posts and user-generated content like testimonials. It was 'very inexpensive to source and produce,' and most of the budget went toward amplifying the content on social media."

"BrandComms lets Realtor.com 'do more, faster,' pointing to quicker production and access to additional data, channels and content formats as the partnership's 'biggest unlocks.' The ability to generate new content quickly is particularly important when reacting to real-time market changes."

Real estate markets experience rapid changes in sale prices and interest rates, requiring advertisers to quickly adjust their marketing strategies. Realtor.com addressed this challenge by partnering with BrandComms.AI, an AI-based ad startup founded in Australia in 2024. BrandComms leverages 30 years of proprietary training data from its parent company Forethought to predict which creative elements drive success. Previously, Realtor.com relied on influencer posts and user-generated content with social media amplification. The partnership now enables Realtor.com to produce content faster, expand across more channels including television, and achieve significant marketing impact at lower costs while maintaining the ability to respond immediately to market changes.

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