After imposing a $10 increase in its membership fee, the National Association of Realtors (NAR), launched its fifth “That’s Who We R” national advertising campaign. The trade group stated that the campaign is dedicated to promoting Realtors.
The campaign’s message for this year is “here to it all.” It is designed to show potential buyers and sellers how realtors work together to make property ownership a reality for their clients.
Victoria Gillespie (NAR’s chief marketing officer and communications officer) stated in a statement that the ads “showcase the trusted relationship between Realtors, their clients” “As an ex-realtors, I understand the dedication, expertise, and professionalism required during this often complex, emotional, and long process. These spots allow us to show the Realtor difference in action with clients and their communities.
After raising its special assessment fees that fund campaigns from $35 to $45, NAR launched the ad campaign. This fee is in addition NAR’s $150 annual membership fees.
The fee hike was announced at NAR’s Legislative Meeting in May. It became the center of controversy because NAR claimed that the assessment would help the trade association compete with emerging brands like Zillow, Compass and Redfin, Opendoor and Offerpad. Ribbon is a group that includes many NAR members agents.
Havas Chicago, an ad agency, created the campaign. It differentiates between non-member agents, realtors and tech-powered “do it yourself” platforms. It includes eight TV ads and five radio ads.
“Whether it’s your first or third time, the journey towards property ownership can be stressful, regardless of changing market conditions and unexpected obstacles,” Myra Nussbaum (president and chief creative officer at Havas Chicago) stated in a statement. “We chose to focus on the personal, relationship-building moments that go beyond home search apps or showings. Viewers will be able to see a variety stories that highlight real, unexpected moments such as moving closer or finding the right place for a growing family. The stories highlight Realtor expertise and the value they provide to their clients, regardless of the experience.