New Brand Name For Benefits Program
For Further Information Contact:
Mary Stark-Hood, 312/329-8374
mstarkhood@realtors.org
Mary Stark-Hood, 312/329-8374
mstarkhood@realtors.org
Ann Bleck, 312/329-879
ableck@realtors.org
NAR INTRODUCES NEW BRAND NAME FOR BENEFITS PROGRAM—THE REALTOR BENEFITS(sm) PROGRAM
CHICAGO (October 26, 2005) – NAR is pleased to announce the new brand name for its program of member benefits—the REALTOR® Benefits(sm) Program. Formerly called the REALTOR VIP® Program, the new brand name of this free member program will officially launch at the REALTORS® Conference & Expo later this week in San Francisco.
The name change is the result of an extensive, year-long brand study, including member surveys and focus groups, which NAR’s Marketing & Business Development Department undertook with nationally recognized brand architecture agency Avenue A Razorfish.
“The results of the research indicated that many members found the old program name confusing. Many members thought that the program was geared toward an elite group of members who paid additional money to join,” stated Bob Goldberg, NAR Senior Vice President of Marketing & Business Development. “We needed a new brand name that conveyed what the program is about and what if offers to members. The new name scored exceptionally well with members, and our partners also love it,” he added.
“The comprehensive program still offers the same practical everyday solutions for members’ personal and professional lives that members have come to expect,” Goldberg said. “This is just one of the things we do to give members the best value for their dues,” he stated. “By using the REALTOR Benefits(sm) Program, members have peace of mind knowing that NAR has conducted due diligence to select best-of-breed products and services,”
“In addition, members’ use of the program generates revenue for NAR that helps keep membership dues low—the ultimate value,” Goldberg added.
For more information call 1-800-874-6500 or visit http://www.REALTOR.org/realtorbenefits
The REALTOR Benefits(sm) Program (formerly the REALTOR VIP® Program), offers members practical solutions for their business and personal lives on the publications, products and services that they use every day. The program includes offerings from more than 25 companies recognized as leaders in their respective industries and more than 100 publications and products designed to educate real estate professionals and their clients on topics ranging from legal issues and risk management to business development and marketing. In addition, use of the REALTOR Benefits(sm) Program results in revenue to NAR which helps keep NAR membership dues low.
The NATIONAL ASSOCIATION OF REALTORS®, “The Voice for Real Estate,” is America’s largest trade association, representing more than 1,000,000 members involved in all aspects of the residential and commercial real estate industries.
Information about NAR is available at http://www.REALTOR.org
