Real estate startup Localize.city is trying to capture the attention of New Yorkers with an outdoor campaign that reveals some of the ugly truths about prettified real estate listings.
The ads, created by Interesting Development, look like typical listings, with images of pristine, brightly-lit and tasetfully decorated apartments. However, scrawled across them like graffiti are words such as "Bed Bugs," "Construction Hell" and "Elevator Always Broken," revealing the hidden truths of what New York apartments can really be like. The tagline is "Find the truth. Find a home."
The campaign highlights Localize.city's proposition of alerting renters and buyers to potential problems. It will be running until December on subway platforms and on trains, taxi toppers and buses, all in highly foot-trafficked areas of New York.
"While other home search platforms just show you ads for apartments, Localize.city is the first one to actually tell you the truth,” said Steve Kalifowitz, president of Localize.city in a statement. "I’ve seldom seen a campaign that manages to grab the audience’s attention for two very shocking reasons: one, telling the truth, when the truth is so upsetting, and two, delivering a bold message from an industry [real estate] not known for being trustworthy." Kalifowitz previously worked at R/GA and Twitter before founding the startup.
The campaign is also a marked difference from Interesting Development's previous real estate work, which whimsically captured the struggles of apartment search for Streeteasy.