Tuesday
September 30, 2014

New Campaign Stresses REALTOR® Value Online

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New Campaign Stresses REALTOR® Value Online

Today, the National Association of REALTORS® announced a new national advertising campaign called “Real People.” The campaign is part of a $35 million annual advertising effort that targets home buyers and sellers across television, radio, online, and via mobile channels.

“Real People” aims to reinforce the REALTOR® brand online and in person with consumers. The new spots feature real people talking about their experiences with REALTORS® and realtor.com®, explaining that consumers’ real estate interests are best served by combining REALTOR® insights and realtor.com®’s accuracy.

NAR is also providing advertising materials to members and state and local associations online, so that the campaign can be customized for local outreach.

“Some have suggested that new technologies should make buying a home more like buying an airline ticket or a stock certificate, but they’re missing the point. You don’t live your life in a stock share, raise your kids in seat 7B, or build your future online,” says Steve Brown, NAR president and co-owner of Irongate, Inc., REALTORS® in Dayton, Ohio. “Real estate transactions are the most significant personal and financial engagement most Americans ever make. In today’s competitive and complex environment, REALTORS® combine technology with the real-life insight and market knowledge that buyers and sellers need to succeed.”

At the same time, realtor.com® is running a multimillion dollar advertising campaign emphasizing the site's commitment to data accuracy and comprehensiveness.

“The Accuracy Matters awareness campaign is about more than just listings data—it’s about sound professional advice as well, from REALTORS® with unparalleled local insights,” says Steve Berkowitz, chief executive officer for Move, Inc., the operator of realtor.com®. “This commitment leverages both campaigns to help consumers understand the combined advantage of using realtor.com® while working with a REALTOR®.”

In addition to the national advertising campaign, NAR will be hosting a series of live and online “Conversations with Real Insight” in coming months that provide attendees—from consumers and businesses to real estate service providers and industry leaders—with an up-to-the-minute understanding of today’s real estate market trends.

Source: "National Association of REALTORS® Announces Major National Advertising Campaign," NAR (July 14, 2014)