Building a Challenger Brand: Inside the Homes.com Marketing Strategy with Chris Mumford

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In every industry, there are leaders—and there are challengers.

The challengers are the ones who question the norms, push boundaries, and redefine what success looks like. That’s exactly what Chris Mumford, Chief Marketing Officer at Homes.com, is doing.

In this episode of X-Factor Marketing, we talk about what it really means to be a challenger brand and how Homes.com is standing apart from the competition in a crowded real estate marketplace.

Lessons from Geico to Homes.com

Chris spent over a decade at Geico, helping build some of the most recognizable advertising campaigns in history. The key takeaway? People work with brands they like—and brands they remember.

At Homes.com, he’s using that same principle to fuel a mission-driven, agent-first model.

“We’re not just another real estate portal,” Chris explains. “Our entire business model is different. We don’t sell leads back to agents—we empower them.”

What Makes a Challenger Brand Work

A true challenger brand doesn’t just compete—it creates conversation.

Homes.com has used storytelling, innovation, and bold risk-taking to claim its place as a new industry leader. From their Super Bowl campaign to their ‘Your Listing, Your Lead’ mission, they’ve made their purpose clear: serve agents first and build a better marketplace.

Marketing Takeaways for Every Professional

1. Plant your flag. Know who you are and what you stand for.

2. Be bold. The biggest marketing risk is staying comfortable.

3. Create talk. Conversations about your brand are the most powerful form of marketing.

4. Blend old and new. Direct mail, digital, social, and video—use every channel.

5. Lead with mission. Purpose-driven brands always win long-term.

Final Thought

In Chris’s words:

“Brands that are talked about grow two and a half times faster.

Let’s grow,

Wendy

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