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What’s IN Indiana’s new marketing campaign?

Population growth is an essential ingredient of a healthy real estate market – when new residents move into a community, we are all the winners. That’s why the Indiana Association of REALTORS® advocates for programs like READI (grants supporting regional quality of life plans) and invests in initiatives like “Hoosiers by Choice,” which shares the journeys of notable Hoosiers born outside the state.

This morning, I was pleased to receive a sneak preview of the new marketing campaign (called IN Indiana) from our partners at the Indiana Destination Development Corporation (IDDC).Indiana

Governor Holcomb will unveil IN Indiana to media and the public later this morning, but the Indiana real estate industry managing brokers and leadership received a first look. After all, REALTORS® are an entrepreneurial salesforce whose product is Indiana – its small towns, thriving cities, family-friendly suburbs and everyplace in between. View the completed IN Indiana marketing plan here.

Converting potential visitors to new neighbors:

IN Indiana is the heart of a $3.5 million broadcast campaign in the Chicago, St. Louis and Louisville markets this year, along with a farther-reaching digital marketing plan. (The IDDC plans to seek up to $80 million for advertising over the next two-year state budget cycle, which would put state spending on par with competitors like ‘Pure Michigan.’)

While much of the advertising targets visitors, these appeals will also influence potential movers and homebuyers, especially considering current migration patterns with Illinois and Kentucky in the context of media spending in Chicago and Louisville.

Population trends haven’t always told a positive story for Indiana (the 2010s were another decade of slowing growth overall), but more recent news is encouraging. We’re leading the Midwest in population gains, and net migration is a bright spot: 50,000 new Hoosiers have moved from across the country and around the world to make Indiana home since 2018.


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