NAR launches effort urging consumers to contact a Realtor first
The National Association of Realtors' public awareness campaign kicks off its eighth year this month with new television and radio ads featuring real people talking about their real estate experiences and touting the benefits of working with a Realtor. New this year, the ads encourage consumers to contact a Realtor first when it comes time to buy or sell a home or lease a commercial space.
The spots, which will debut on broadcast and cable networks this week, remind folks that not all agents are Realtors and urges consumers to look for the Realtor "R" mark on their agent's business card. The ads also help differentiate Realtors from others in the real estate business by concluding with the tag, "Ask if your agent is a Realtor, a member of the National Association of Realtors."
The 2005 campaign will feature four new TV and four new radio spots as well as new customizable print ads, posters and web banners for state and local associations to use. The television and radio commercials will run today through the end of October as part of the $25 million campaign.
This year's campaign also will include NAR's first-ever Spanish-language TV ad. The new spot, which closely resembles the English-language version, uses real Hispanic Americans sharing their hopes, dreams and stories about trying to achieve the American dream of homeownership. The new TV and radio ads will begin airing on Spanish-language networks in mid-March.
The 2005 campaign returns to the airwaves this week with spots running on network news and entertainment shows such as NBC's Today, ABC's Good Morning America and CBS' Late Show with David Letterman. In addition, ads will begin airing this week on cable networks like A&E, The Learning Channel, Home & Garden Television, Discovery Home, The Food Network and The History Channel.
The 2005 media plan includes spots on primetime network shows including The West Wing, Law & Order and CSI Miami, which will start airing the week of 3/7. The campaign will also continue its sponsorship of network radio programming like NPR's Morning Edition and All Things Considered and will be back on sports radio by sponsoring ESPN Radio's coverage of Major League Baseball.