Opendoor is a digital real estate platform on a mission to change the way people sell, buy and finance real estate. With relatively low awareness and the real estate market facing challenges in the latter half of 2022 and into 2023, Opendoor wanted to build trust in the brand through greater word-of-mouth engagement in their local communities. Additionally, given the economic conditions, we needed to find a way to break through in a crowded real estate category without breaking the bank.

So we turned to the most effective, impactful and affordable media platform for reaching prospective sellers and buyers – the “for sale sign.” Our objective was simple, to transform their once ubiquitous sign into an icon that would draw people to the brand.

We created a series of spectacular “for sale signs” to surprise and delight prospective

homebuyers and sellers during high profile cultural moments throughout the year. For

Halloween, families were greeted with haunting interactive “For Scare Signs” that played off people’s fears of the traditional real estate process while dispensing candy. During the winter holidays, we created an edible sign made entirely out of gingerbread. For the “Big Game” (aka, Superbowl LVII) we constructed the “World’s Biggest Real Estate Sign” that was impossible to ignore in Phoenix. For St. Patrick's Day, we installed beer taps in signs to dispense authentic Irish stout. For March Madness, signs were transformed into basketball hoops for the neighborhood kids. And, finally, for National Library Day, we joined the lending library movement and transformed signs into Opendoor’s own mini libraries, dispensing free children’s books about moving.

While there is no official record we could find, we think it’s safe to say that we’ve successfully set a new benchmark for customer engagement with a real estate yard sign. The campaign brought more buzz for the signs in front of Opendoor’s listings than for the listed properties themselves, which is exactly what we set out to achieve. Additionally, marque signs like "The World’s Largest For Sale Sign" in Phoenix during the Super Bowl drove a 30% increase in website traffic.