Realogy Bolsters Its Consumer Confidence Campaign

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Another ad countering negative media spin runs in USA Today
Another ad countering negative media spin runs in USA Today

RISMEDIA, December 18, 2006?In a continuing effort to bolster consumer confidence in the real estate market, Realogy ran another ad in this past Friday?s edition of USA Today. The full page ad, which appeared in the main news section, informs consumers about the favorable interest rates currently available.

This is Realogy?s latest ad in a campaign that began in October and that takes a strong stance against the barrage of negative press directed toward the real estate industry over the past several months. The Parsippany, New Jersey-based parent of such real estate brands as Century 21, Coldwell Banker, ERA and Sotheby?s, placed a full-page advertisement in USA Today to let consumers know that dropping mortgage rates and an increasing number of available properties make today the ?perfect time? to purchase a home.

The timing of the ad aligns with the recent up tick in homebuyer activity. On December 13, the Mortgage Bankers Association reported seeing a steady increase in purchase applications. Additionally, the National Association of Realtors? (NAR) recently reported that pending home sales indicate market stabilization. David Lereah, NAR?s chief economist, said a fairly steady pace of home sales can be expected for the next two months.

The Realogy ad ran in this past Friday?s main news section of USA Today, the section that receives the national newspaper?s highest readership.

The ad?whose headline read, ?Want to Get a Mortgage Rate Lower Than Your Parents Did???was designed to let consumers know that rates for 30-year fixed mortgages have dropped in 16 out of the last 21 weeks, potentially allowing home buyers to save more than $2,000 per year.

The ad also references a savings of $60,000 in interest payments over the life of the loan and closed by encouraging consumers to contact a local real estate professional to learn more about ?today?s home buying opportunities.?

In advance of the campaign, Alex Perriello, president & CEO of the Realogy Franchise Group, told Realogy brokers that, ?Although the media has focused on the downside of the changing real estate market, there are also compelling messages about real estate that we need to reinforce to consumers,? such as the recent drop in mortgage rates.

To combat negative press, Perriello believes that all real estate professionals need to take a very proactive position in the marketplace. In October he told RISMedia, ?The industry needs to bridge the gap in every way possible,? he said. ?Give consumers facts and figures in order to send them the message that houses are selling.?

For more information, visit www.realogy.com.

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