Opendoor

Make your move with an older generation of influencers 

A group of older men and women stand in the doorway of a house with their arms around eachother, smiling.

(  Services  )

  • Brand & Media

Working alongside four influential “granfluencers,” DEPT® helped Opendoor reach millions of users on Instagram and TikTok with a simple message: Make Your Move. 

Opendoor is a real estate disruptor, letting homeowners buy and sell their homes without the hassle of the traditional real estate process. 

The Opendoor marketing team wanted a social campaign to generate buzz and reach new audiences. With a positive message around taking chances and making moves, they sought to position their brand as authentic, joyful, and influential. 

Speaking across generations 

We set three goals with Opendoor:

  • Connect the generations. From Baby Boomers to Millennials (and even Gen Z), we tapped into the influencer’s audiences and let their voices shine.
  • Start a conversation. By highlighting stories and advice from older generations, viewers were inspired to make bold moves.
  • Tell a story. All content was thoughtfully captured to be engaging, with a simple but impactful story.

The rising popularity of influencers over the age of 55 (aptly named “granfluencers”) coincided perfectly with Opendoor’s goals of reaching this audience. This is why we immediately loved the idea of featuring granfluencer’s incredible stories about taking chances and making moves. Their unique perspectives could inspire future move-makers of all generations, empowering them to make their move hassle-free with Opendoor. 

We worked with our cast of four granfluencers to share their authentic stories with themes around simplifying life and embracing the new. 

Whether they’d sold or bought a house with Opendoor or not, our cast had unique stories and advice to pass on to a younger generation.

Transcript

I open the door. We’re a retirement house — the internet’s favorite grand influencers. Come on in and take a tour. And yes, we made cookies. Welcome to our backyard. We love to sit out here, play cards, sip chacha, and gossip. You know the vibe? Love it. So why did you all make a move? We always dreamed of living together and showing the world that you can live your best life at any age. And thanks to Opendoor, it’s never been easier to start the buying or selling process. What moves did you make? Well, we left our old lives behind to make it big on social media. Then we found this gorgeous house — and paid all cash for it. Being an influencer has its perks. What advice would you give to a future move-maker? Keep it simple, silly. Make a move plan and move quickly. Use Opendoor to get a preliminary offer, then get to planning. Download the Opendoor app to start your home search. Amazing.

We cast @RetirementHouse as our comedians

Retirement House is run by creators Adi Azran and Brandon Chase. They perform scripted sketches, parodying content houses to illuminate the gaps and comedic misunderstandings between generations. 

We collaborated with Retirement House to give a home tour while they discussed their reason for moving: to reinvent themselves as influencers! 

Retirement House’s advice: Keep it simple, silly!

Transcript

Hi, Opendoor. I’m Colleen. I’ve been a move-maker, and I’ll continue to be one — at the age of 69. The store I owned and worked in for 23 years was closing, so that’s when I made my move. I changed careers. I became a model, wanting to take older women with me on this journey — a journey that would ease this stage of life. I was looking for a way we could face the difficulties with joy and happiness, with security and reliability. Opendoor wasn’t there for me back then, but it is now — and I can’t wait for this next adventure. My advice, if you’ll take it? Don’t ever let a number define who you are or the course of your future. I’ve made my move. Now it’s your turn. Make yours. Make that move with Opendoor.

We cast @Colleen_Heidemann as our beauty rebel

Colleen Heidemann entered the beauty world at 69, shattering stereotypes about aging and beauty. She was recently interviewed for Vogue Japan and is one of the most popular influencers for beauty lovers. 

We partnered with her to tell her authentic story of a late-in-life career change. She shared words of encouragement to our audience that it’s never too late to make a move (and how Opendoor makes it easier than ever.)

Colleen’s advice: Don’t ever let a number define who you are!

Transcript

Hi, Opendoor. I’m Ting. Our house held cherished memories, but climbing the stairs became a challenge. That’s when I made my move. I knew I wanted to live in an apartment with easy access to everything. At that time, a cash offer from Opendoor would have been so helpful. My advice? Whether you’re looking to downsize or purchase your first home, Opendoor can help you confidently step into the next chapter of your life. I made my move — now it’s your turn.

We cast @TingMyStyle as our thoughtful poet

As Ting Ma aged, the stairs in her home became a challenge. She decided to make a big jump and transition from her spacious family home into city apartment life, fully embracing the perks of her new lifestyle. 

We partnered with Ting for her soulful scripts, reflective captions, and her ability to authentically share her heart through her writing about her moves to make life easier after a knee injury.

Ting’s advice: Opendoor can confidently help you step into the next chapter of your life.

Transcript

Hello, Opendoor. My name is Sharron. I’m a move-maker. When I gained over a hundred pounds, I knew I wanted to change my life — to become a better version of myself. I was depressed and unhealthy. That’s when I made my move. I knew I wanted to get in better shape. I started a running group, kept up with my active sons, and aimed for a healthier lifestyle. For others, that move might look different — like getting your home in shape so you have a stable environment to work on personal growth and goals. My advice? If you want to make a move, get out of your head and do it. Whether it’s a small change or something bigger, like relocating, it’s never too late to live the life you want. If you’re ready to make a move that’s fast, convenient, and simple, Opendoor makes it easy with all-cash offers and hassle-free moves. I made my move. Now it’s your turn.

We cast Sharron (@ArrayOfFaces) as our visual storyteller

One of Sharron’s largest moves she made in her life was her fitness journey! Wanting to keep up with her adult sons, she made a lifestyle change and encouraged people to embrace life changes of their own–with the support of Opendoor.

Sharron’s advice: get out there and do it… it’s never too late to lead the life you want!

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