By Marc Gould
The National Association of REALTORS®’ Consumer Advertising Campaign TV commercial, “Make Your Move,” debuted recently in more than 20,000 national spots, and is expected to generate 3.9 billion impressions in 2014. This year’s campaign theme is market momentum, and the latest ad encourages consumers to stop waiting, start considering, and make a move by calling a REALTOR®. Buyers who see these ads are reminded of the value of homeownership—and of REALTORS®— just in time for the spring home-buying season. When these buyers come looking for an agent to help them make a move, you and your agents can be ready with the ABR® designation.
The timing is right for this kind of messaging. NAR conducts consumer research regularly to measure the public’s attitudes about homeownership, REALTORS®, and awareness of the Consumer Advertising Campaign. In the latest study, respondents were consumers who had purchased or sold a home in the past year, or were thinking about buying or selling a home within the next year.
In the study, 84 percent of consumers say that NAR’s advertising made them feel more positive about homeownership, and 92 percent of respondents believe a REALTOR® can help find a house that is right for them. The study also shows that NAR’s Consumer Advertising Campaign has made a positive impact on consumer confidence in the housing market in general: 84 percent of respondents say NAR’s advertising made them feel more confident about the housing market or buying or selling a home, and 88 percent believe now is a good time to buy.
Consumers feel more certain about the housing market, and REALTORS® agree. Recent REALTORS® Confidence Index data reveals that REALTORS® believe the current market is strong. The REALTORS® Confidence Index is a key indicator of housing-market strength based on a monthly survey sent to real estate practitioners. Respondents are asked about their expectations for market conditions, buyer and seller traffic, price trends, buyer profiles, and issues affecting real estate.
In a recent report, the Index shows that confidence about the next six months has improved, particularly for single-family homes. Based on a scale of 100, where weak = 0, moderate = 50, and strong = 100, the six-month outlook index for single-family homes was at 66 at the beginning of 2014 (up from 64 the previous month). The index for townhouses rose slightly to 48 (from 46 the previous month), while the index for condominiums was at 44 (up from 43 the previous month). Though confidence figures are rising, REALTORS® express concern about tough issues in the current real estate market.
Make sure your agents are ready to help these buyers make a move with the Accredited Buyer’s Representative (ABR®) designation. An ABR® has the education and resources to help them understand the issues in the market, and to prepare buyer-clients to make a move this year. Visit www.REBAC.net to learn more about the ABR® designation, and find resources such as ABR® Scripts and Consumer One-Sheets. Give clients the Home Buyer’s Toolkit, full of practical advice to ensure they feel comfortable with the purchase process. Check out these resources and more from the ABR® designation, and remember that the National Association of REALTORS® supports your business by encouraging market momentum—and by inspiring buyers to make a move this spring.
Marc Gould is vice president, Business Specialties, for the National Association of REALTORS® and executive director of REBAC.
To learn more, visit REBAC.net.
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