Who are REALTORS®? They are advocates for consumer and property rights that abide by the National Association of REALTORS’® (NAR) Code of Ethics and who help millions of Americans realize their dream of homeownership. #ThatsWhoWeR.
For many outside the industry, the term REALTOR® is often mistaken as synonymous with real estate agent. Now, NAR is looking to change this, focusing on the authentic stories of REALTORS® with a national, multi-platform “That’s Who We R” campaign, which showcases the true definition of a REALTOR® in an innovative, interactive format.
“We had very specific objectives in mind,” says Victoria Gillespie, NAR’s chief marketing and communications officer. “The campaign will demonstrate the true value of REALTORS®. Yes, they help consumers buy and sell properties, but they do so much more than that; they are so integral to bettering the communities they serve. Second, to distinguish REALTORS® from other agents who do not subscribe to the Code of Ethics, and third we really wanted to deliver a sense of pride in being a REALTOR®.”
“That’s Who We R” serves as a reminder of what NAR has always stood for, while signaling where the organization is heading,” said 2019 NAR President John Smaby in a statement. “For REALTORS®, the campaign is a rallying cry that instills pride in their everyday actions. For consumers, it’s an education about the REALTOR® difference.”
What does the campaign entail? Launched on Feb. 25, 2019, the dedicated website will begin to highlight stories of REALTORS® in the many facets of their work. Each month, REALTORS® will be able to submit their stories surrounding a specific theme. They will also have access to print and banner ads, social posts and cover images, campaign logos and more.
“One of the most exciting parts of this campaign is that we’ve built resources and deliverables for REALTORS® and REALTOR® Associations that they can use to brand themselves. This will ensure consistent messaging and all will benefit as a result of the campaign’s brand lift,” says Karen Bebart, NAR’s director of Project Management.
NAR also partnered with global advertising company Havas and Director X to create a “That’s Who We R” commercial that has a distinctive, modern look with a compelling storyline surrounding REALTORS® and their role in “helping humans find homes and property, build communities and turn dreams into realities.”
“Our society has created trusted symbols from ‘Verified’ Instagram accounts to the Good Housekeeping Seal,” said Karen Goodman, group creative director at Havas Chicago in a statement. “As we dug into this brand, we knew REALTORS® were the real deal and needed to find a way to telegraph that to everyone. We needed to turn the ‘R’ into the trusted symbol you should look for when buying and selling property.”
“It was so important to us that we create a visually dynamic commercial in order to break through to consumers,” says Tiffanie Mai-Ganske, chair of the NAR Consumer Communications Committee.
For Mai-Ganske, building the campaign was about properly representing REALTORS® from across the nation. The collaborative efforts between committee members helped to carefully shape everything from the selection of the creative direction to casting and music for the commercial.
“The idea of the campaign came about because we were looking to showcase what REALTORS® truly do. We are not only experts and advisors in a transaction helping consumers find their perfect fit in their communities, but what sets us apart is that we subscribe to a code of ethics,” says Mai-Ganske.
The Code of Ethics is the differentiator, according to Gillespie, who says this campaign is unlike any other because it is vested in helping consumers understand the wide range of support REALTORS® offer, realize the value REALTORS® bring to communities and how the REALTOR® trademark is the symbol to identify a trusted professional.
The strategic marketing campaign hopes to have an immediate impact that will resonate with both members and consumers.
For the campaign, NAR has partnered with several content, streaming and social media platforms, such as Apartment Therapy, VICE, The Atlantic, Washington Post and more, to attract their target audience.
At the center? A marketing strategy created with insightful input from the industry, sharing stories about what REALTORS® do every day because that’s who they are.
I want to emphasize that this campaign was accomplished with a lot of heart and passion,” says Gillespie. “It’s been a labor of love because we are doing this for our members.”
“Our story is a century in the making as we began to set NAR members apart from the rest by establishing a Code of Ethics in 1913,” said Smaby. “This code is as relevant now as it was one hundred years ago; it’s our pledge of honesty, integrity, professionalism and community service as a true partner for buying or selling a home or property. ‘That’s Who We R’ reinforces that partnering with a REALTOR® delivers the peace of mind that can only come from working with a real person who is committed to their clients’ futures and neighborhoods just as much as they are.”
Liz Dominguez is RISMedia’s associate content editor. Email her your real estate news ideas at ldominguez@rismedia.com.
