Who: Re/Max Canada, Apex PR and Ruckus Digital, with Route Eleven for production.

What: #HomeGoals, a new millennial-targeted reality web series delivering a “behind-the-scenes” look at the home-buying journey.

When & Where: The series debuts on Oct. 2, and will be hosted on YouTube and promoted through Instagram. There are five episodes, all set in Ontario, and each is between 5-10 minutes long.

Why: “We really see #HomeGoals as an educational endeavour that is being presented in an entertaining and relatable way,” said Elaine Langhout, director, regional advertising, Re/Max of Western Canada. “We know millennials are spending more time online researching home purchases, which is why we chose to host the series on YouTube – the second-largest Canadian search engine – complemented by the powerful visual storytelling of Instagram.”

How: The series will be hosted by Toronto YouTuber Ashley Bloomfield, and will concentrate on the difficult decisions and compromises people have to make when buying a home. The homebuyers tour the homes for sale, discussing factors like price, neighbourhood, and liveability goals.

“We understand that in order to reach this younger home-buying demographic, we have to address the reality of present-day home ownership, which often includes compromise,” said Melissa Clemance, director of PR and communications at Re/Max of Ontario-Atlantic Region.