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NAR Rolls Out 5th ‘That’s Who We R’ Ad Campaign After Fee Hike

The marketing campaign’s core message this yr is “right here for all of it” with the intention of displaying how the nation’s greater than 1.5 million Realtors work to make the dream of property possession a actuality.

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The Nationwide Affiliation of Realtors (NAR) rolled out its fifth “That’s Who We R” nationwide promoting marketing campaign Wednesday, recent off a $10 membership payment hike devoted to selling the Realtor model.

The marketing campaign’s core message this yr is “right here for all of it” with the intention of displaying how the nation’s greater than 1.5 million Realtors work to make the dream of property possession a actuality for his or her shoppers, the commerce group mentioned in an announcement.

“These advertisements showcase the trusted relationship between Realtors and their shoppers,” mentioned Victoria Gillespie, NAR chief advertising and marketing and communications officer in a press release.

“As a former agent and Realtor, I do know the dedication, experience and professionalism required in the course of the usually lengthy, advanced and emotional course of. I’m excited that these spots permit us to authentically exhibit the Realtor distinction in motion, with shoppers and inside their communities.”

The advert marketing campaign’s newest launch comes after NAR raised the yearly particular evaluation that funds the marketing campaign from $35 to $45, beginning this yr. That is along with NAR’s $150 annual membership dues. The rise was controversial, inflicting some members to judge their NAR membership and the worth of the advert marketing campaign. The payment hike additionally triggered a stir as a result of NAR mentioned the evaluation would assist the commerce group compete with rising actual property manufacturers, together with its personal members.

The “That’s Who We R” marketing campaign, created by advert company Havas Chicago, continues to distinguish between Realtors and non-member brokers and “do-it-yourself” tech platforms, which was the first focus of the marketing campaign final yr. Solely members of NAR can name themselves Realtors.

“Whether or not it’s your first time or your third time, the journey to property possession will be annoying, even with out altering market circumstances and sudden challenges,” mentioned Myra Nussbaum, president and chief artistic officer of Havas Chicago, in a press release.

“We selected to concentrate on the private, relationship-building moments that transcend house search apps or showings. Viewers will see a wide range of tales with actual, shocking moments, comparable to shifting nearer to associates or relations, or discovering the suitable area for a rising household. Regardless of the expertise, the tales emphasize Realtor experience and the worth they create to their shoppers.”

The marketing campaign options eight TV commercials (4 tales instructed in both 30 seconds or 15 seconds) and 5 radio commercials. Two of the 4 tales instructed within the TV commercials concentrate on business property possession, which was not a spotlight in final yr’s marketing campaign. In a single, a Realtor who works in business actual property finds a storefront for a furnishings maker; in one other, a Realtor who frequents a donut meals truck encourages the proprietor to open up a brick-and-mortar bakery and helps her purchase a property.

The 2 residential TV spots focus, respectively, on a city-based couple who want extra room for his or her newly-adopted canine and on empty-nesters who transfer from their suburban single-family house to a rental within the metropolis the place they reside in the identical constructing as their daughter and her household.

The radio commercials tout Realtors’ lobbying efforts, code of ethics, and volunteerism.

“From native city councils to Capitol Hill, brokers who’re Realtors are standing up for what’s proper,” one radio script reads.

“We’re right here defending property rights. Right here for advocating for the problems that have an effect on our neighborhoods. Right here championing truthful and equitable housing for all. As a result of we’re Realtors, sure by a code of ethics, pushed to serve our communities. We’re right here for all of it. Right here for you. Realtors are members of the Nationwide Affiliation of Realtors. That’s who we’re.”

This yr’s advert marketing campaign shall be featured on broadcast and streaming platforms, on-line and terrestrial audio, social media and branded content material partnerships, in line with NAR. Because it has prior to now, the commerce group can even provide its members and Realtor associations new promoting and social media supplies with 2023 marketing campaign imagery and messaging for native use, NAR added.


“NAR’s 1.5 million members are the Realtor model, possessing an intensive understanding of the true property transaction and native market circumstances; an unparalleled dedication to ethics; impactful group and civic engagement; and an empathic, human strategy,” mentioned NAR President Kenny Parcell in a press release.

“Brokers who’re Realtors are right here for you no matter your path to property possession could appear like.”

Electronic mail Andrea V. Brambila.

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