“That’s Who We RÂ®.”
The National Association of REALTORSÂ®’ (NAR) exciting new national ad campaign powerfully illustrates what it means to be a REALTORÂ®, turning the iconic block RÂ® membership mark into a potent symbol of REALTORSÂ®’ commitment to ethics, professionalism and community.
NAR members have been funding consumer advertising for 21 years through a small special assessment. The assessment provides incredible value, giving REALTORSÂ® a national audience to showcase their brand. In late 2018, Havas Chicagoâ€”a global, award-winning advertising firmâ€”became NAR’s creative agency and began working with NAR’s Consumer Communications Committee and staff on radical new goals and messaging.
“We saw a number of campaign directions from Havas and very quickly aligned around ‘That’s Who We RÂ®’ as the core message,” says Committee Chair Tiffanie Mai-Ganske. The centerpiece of the campaign is a video ad series that shows the value of working with REALTORSÂ® over non-members and listing apps.
“I love how the campaign centers around the block RÂ® to remind consumers how REALTORSÂ® are more than just agentsâ€”that we follow the Code of Ethics. The RÂ® will then stand out to consumers as something to look for in the agent who represents them,” explains Mai-Ganske.
The campaign is driven by three primary goals:
- Demonstrate the value of a REALTORÂ® to consumers
- Distinguish REALTORSÂ® from other real estate agents
- Deliver a sense of pride to REALTORSÂ® in their work and their industry
Hitting the Target
With an integrated strategy aimed at both consumers and NAR’s 1.3 million members, we’re delivering “That’s Who We RÂ®” via the myriad ways people consume media today.
With Havas Media in Boston serving as our media-buying agency, we’ve developed a comprehensive, multi-channel strategy to reach consumers and REALTORSÂ® wherever they areâ€”including online platforms such as YouTube, Facebook and Instagram; digital channels like Hulu, Amazon and Roku; and traditional channels like television, radio and print.
According to Mai-Ganske, “The media strategy is rooted in finding the intersection of our target consumers and our members.” To find that sweet spot, we are tapping into NAR’s extensive market research and delivering a highly targeted online presence and customized content.
To benefit REALTORSÂ® and amplify the campaign, members and associations will have access to campaign videos, social posts, printed pieces, and more for use in their own promotions.
Telling Our Stories
A key premise of the campaign is authenticity. The Committee wanted to ensure the campaign portrayed realistic scenariosâ€”so that REALTORSÂ® of all backgrounds could see themselves in the ads.
“We took part in script developmentâ€”and, through photos and mood boards, offered input on wardrobe and castingâ€”to ensure the campaign feels authentic and is representative of our diverse membership,” Mai-Ganske explains.
The result is a cinematic style for sharing stories that exemplify the REALTORÂ® experience.
With ads rooted in REALTORÂ® stories, NAR is extending the campaign with stories from members featured at ThatsWhoWeR.realtor. Each month there will be different prompts to solicit members’ stories, some of which NAR will feature on the site.
This campaign shines a light on the incredible value and service REALTORSÂ® provide to their clients, while adhering to the REALTORÂ® Code. It also shows that REALTORSÂ® are a powerful, positive force in the communities where they live and work as volunteers and advocates for property ownership.
While spreading the message of who we “RÂ®”, NAR’s new consumer ad campaign will elevate REALTORSÂ® and the REALTORÂ® brand, while educating and engaging the public.
Victoria Gillespie is the chief marketing and communications officer for the National Association of REALTORSÂ®. For more information, please visit www.nar.realtor.