According to Realtor.com, the campaign marks the largest brand investments of the company in almost three decades.
MENTIRE can be seen in a series of short episodes that are designed to bring common struggles to the attention of buyers – including indecision, stress and interpersonal tension.
“As I learned more about RealTor.com, I saw how they have great tools for home buyers and sellers, the most trusted site of real estate professionals and have more than 500,000 new offers per month – and I was sold … Word play!” Said McCentire in a statement.
“A house brings a sense of comfort, relief and belonging that everyone deserves. This new campaign will help people to become more positive, more energetic and hopeful about their house search. When it comes to something important as your house, you want the best team on your side.”
The campaign will be broadcast on digital, TV and social platforms and will contain a sponsorship of the 60th Academy of Country Music Awards, which is planned to stream on Prime Video on 8 May.
MENTIRE will organize the award ceremony and present the ACM Single of the Year Award.
“With this campaign, our goal is to make house search more human, hopeful and less overwhelming – especially for a generation of buyers who have navigated a complex market,” said Mickey Neuberger, Chief Marketing Officer on Realtor.com.
“As the most trusted brand in real estate and the brand that is most familiar with real estate professionals, working with Reba Mentire was an easy choice. She has trust, the charm and the boots on the ground wisdom to bring a real sense of reassurance and a little humor.
In the debut episode of the campaign, ‘The One Without the Break-up’, Mentire seems to give advice to a fictional couple who navigates the stress of home.
She uses what RealTor.com describes as “Stoere-Love Charme” to guide them through the tools of the company, including realistic and real community, who want to help buyers better understand the market and location dynamics.
The initiative comes at a time of increased fear on the housing market.
According to a survey by Realtor.com from 2024, 75% of Americans regards the homeowner as central in the American Dream, with 64% who mentions it in their top lives.
