Danish real estate agent Home (180 offices) wanted to strengthen their position as the most innovative and customer-centric business within their industry.

In a heated housing market buyers have been forced to make quick decisions based on limited knowledge. Research shows that 82% of buyers had at least one significant regret about their home purchase and that those who rushed to buy were more likely to have buyer's remorse.

The Danish real estate agent “home” is known to specialize in buyers. Sellers are important too, but buyers are the customers who become future sellers. They’re also the people who need the most help in navigating the housing market. And that’s exactly the position home has in Denmark.

Home is facing challenges from cheaper pure play digital companies so for them to be able to retain their business they need to develop innovations that leverages their unique position in the marketplace.

We extended the open house, to an overnight experience.

In an industry that rely on surface scratching 10-minute open houses, “Home” innovated the showing process by offering potential buyers a real life 360 experience of not just the house or apartment, but the surroundings, neighbourhood, and local offerings.

We gave buyers an unprecedented opportunity to move in, before they move in, by converting houses to mini hotels. Providing buyers with a stay to help them make an informed decision based on personal impressions.

For sellers, this is an opportunity to show off the positives that doesn’t necessarily come across in a normal showing. For buyers, it’s a unique way to gather insight, form an emotional connection and help a decision on the way.

The underlying problem of buying a home is that it’s typically done with a limited amount of information and in a very short time.

In later years we see a prominent housing frenzy across the Globe which is pressuring people to buy quicker than ever before - often leading to buyer's remorse and having to resell the property or even worse stay in a home or neighbourhood that you are not happy with.

The audience for this campaign was mainly first-time buyers who needed the extra security during their buying experience. This is mostly a younger demographic who is used to stay in other people's homes through services like Airbnb.

Research shows that 82% of buyers had at least one significant regret about their home purchase and that those who rushed to buy were more likely to have buyer's remorse.

The call to action was simple: try, before you buy.

For the first time ever, a real estate agent opened a hotel. Each room representing a listing for sale.

We implemented the idea throughout a network of “home” real estate agents across Denmark, leveraging the nationwide presence to create 180 “front desks” which connected sellers and buyers through a unique concierge service.

We created a one-of-a-kind hotel kit – a special made suitcase full of novel hotel elements such as slippers, robes, sleeping masks, bed linen, and bathroom products – that real estate agents brought to convert homes into hotels.

Our concierge service arranged bookings and gave the visitors a memorable experience by providing them with a light-hearted atmosphere throughout the entire stay, using humorous executions to create subtle nudging.

At the same time, targeted social posts as well as a PR and OOH helped broaden awareness, making "home" synonymous with innovation and customer-centricity.

The Home Hotel launched April 5th, so results are still coming in.

However, the response rate has been amazing, and all "hotels" have been fully booked since and there is a waiting lists of houses and apartments waiting to become part of the service.

Furthermore, houses that is part of "the home hotel" has been selling 34% faster than the homes that are marketed the traditional way.

Currently there is limited capacity due to supply chain problems for the hotel kits. This should soon be solved and with the good initial results the plan is that the "hotel" will double in capacity by June making the service available to even more buyers and sellers across the country.

It is already clear that lot of slippers and bathrobes have already been "stolen" from the "hotels" - a clear success for any hotel in the world.