ALTA to Launch ‘Whatever You Call Home’ Campaign

Coinciding with National Homeownership Month in June, ALTA will launch an ad campaign titled “Whatever You Call Home” to help educate consumers about the closing process and the benefits of title insurance.

As the centerpiece of the promotion, ALTA will once again target 25- to 34-year-olds in specific markets on Pandora. The streaming and automated music service now has an additional filter that allows us to target people who plan to purchase a home within the next year. Starting June 3 and running through June 11, we will target this demographic in these areas:

• Baltimore
• Chicago
• Columbus, OH
• Dallas/Fort Worth
• Kansas City
• Miami/Fort Lauderdale
• Nashville
• Orlando

You can listen to the audio here: ALTA_pandora

Last year, the ad campaigns resulted in more than an 80 percent increase in traffic to HomeClosing101.org. 

In addition to reaching first-time homebuyers on Pandora, ALTA also will target homebuyers through other channels as well, including Google Ads, Facebook and YouTube.

ALTA has created a video that also will direct homebuyers to its consumer education website. The video reminds consumers that before they paint, decorate and make their home theirs, they need to protect their property rights with an owner’s title insurance policy.

Finally, ALTA will distribute a series of press releases highlighting top reasons why homebuyers need title insurance, the key steps in the closing process and a reminder about wire fraud schemes. We’ll share results of the campaign later this year.