Reba McEntire joins Realtor.com marketing campaign targeting struggling homebuyers

Realtor.com has launched a new national advertising campaign featuring country music artist and actress Reba McEntire as the company aims to offer reassurance to prospective homebuyers who are navigating a historically difficult real estate market.

The campaign, titled “Nearly Home,” incorporates sitcom-style ads that draw on real buyer experiences and attempt to ease the emotional toll of the homebuying process.

According to Realtor.com, the campaign marks the company’s largest brand investment in nearly three decades.

McEntire is featured in a series of short episodes designed to spotlight common struggles faced by buyers — including indecision, stress and interpersonal tension.

“As I learned more about Realtor.com, I saw how they have amazing tools for home buyers and sellers, are the most trusted site by real estate professionals and have over 500,000 new listings a month — and I was sold … pun intended!” McEntire said in a statement.

“A home brings a sense of comfort, relief and belonging that everyone deserves. This new campaign will help people become more positive, energized and hopeful about their home search. When it comes to something as important as your home, you want the best team on your side.”

The campaign will air across digital, TV and social platforms and will include a sponsorship of the 60th Academy of Country Music Awards, which is scheduled to stream May 8 on Prime Video.

McEntire will host the awards ceremony and present the ACM Single of the Year Award.

“With this campaign, our goal is to make home search feel more human, more hopeful and less overwhelming — especially for a generation of buyers who’ve been navigating a complex market,” said Mickey Neuberger, chief marketing officer at Realtor.com.

“As the most trusted brand in real estate and the brand most trusted by real estate professionals, partnering with Reba McEntire was an easy choice. She’s got the trust, the charm and the boots-on-the-ground wisdom to bring a genuine sense of reassurance, and a little humor, to our message. She helps us remind people that finding a home shouldn’t feel impossible — it should feel like coming home.”

In the campaign’s debut episode, “The One Without the Break-Up,” McEntire appears to offer advice to a fictional couple navigating the stress of home searching.

She uses what Realtor.com describes as “tough-love charm” to guide them through the company’s tools, including RealListings and RealCommute, which aim to help buyers better understand market and location dynamics.

The initiative comes at a time of increased anxiety in the housing market.

According to a 2024 Realtor.com survey, 75% of Americans view homeownership as central to the American dream, with 64% listing it among their top life goals.