Although NAR’s consumer advertising campaign has been promoting the REALTOR® brand for decades, they recognized the need to pause, reflect, and thoughtfully consider how to reinforce the REALTOR® brand to consumers. A new campaign has been developed with a focus on clarifying consumer misconceptions to reaffirm your value– your ethical commitment, expertise, and partnership with clients. It was critical we reach consumers with a message that is distinctive, triggers emotion and breaks through the clutter.  The best place to see the new residential and commercial ads is at www.resources.realtor – as well as listen to the new audio spots.

A new platform that reinforces your relationship with clients: “Right by you”.

The new creative platform, “Right by you” aims to highlight how REALTORS®, bound by a Code of Ethics, have an ethical and professional responsibility to put clients first, doing the right thing on their behalf. Through your expertise and partnership, you guide clients along the real estate journey and help protect them from the long-lasting consequences of inexperience. This is especially critical for first time buyers, prone to costly rookie mistakes on a purchase, which may be the largest financial transaction they ever make. It was also vital that this campaign make a shift to be more focused on consumers – away from “who we are” and instead emphasize why we matter.

Tapping into consumer emotions to highlight value.

This campaign will be brought to life primarily by two creative constructs. The first, which begins rolling out today, aims to dispel notions that an agent who is a REALTOR® is easily bypassed or replaceable. We dispel that notion by highlighting the rigorous and detailed steps of the stressful property-buying and selling process. A second creative construct will tap into different consumer misperceptions and emotional storytelling, will launch in early April. The ultimate consumer response for both should be: “I would be absolutely crazy to do this on my own.”