REALTOR® Pride Campaign
A. NAR has an integrated approach to consumer communications, involving earned, owned, and paid media. We earn media through our media outreach; own media through our direct-to-consumer outreach channels (HouseLogic and Real Estate Today); and pay for media through the Consumer Advertising Campaign. The national advertising NAR delivers through the Consumer Advertising Campaign ensures that consumers and policymakers hear and see convincing, unfiltered information about the importance of real estate issues to the economy and all Americans.
A. The National Association of REALTORS®' Board of Directors voted on November 17, 1997 to fund an initial national advertising campaign for three years beginning in July 1998, and the Board has continued to approve the extension of the campaign in three-year cycles. NAR's campaign includes commercials on national television and network radio. Additional ads in all formats—television, radio, print, outdoor, posters and Web banners—are available for state associations and local boards to run in their own areas.
A. The current campaign, Market Momentum, gives consumers facts about the current real estate market conditions and its implications for buyers and sellers. The newest campaign spot, "Make Your Move" encourages consumers to stop waiting, start considering, and make a move by calling a Realtor® and visiting realtor.com®. Additional materials are available to local and state associations: "Sidelines" speaks to sellers, reassuring them that, although there are moments in life that cause us to hesitate, with current market conditions, selling your home shouldn't be one of them.
A. The 2014 Consumer Advertising Campaign media buy will continue to spread campaign messages across media venues to remind consumers of the values and benefits associated with homeownership and working with a Realtor. Through almost 22,000 spots, our messages will reach the average consumer a potential of 22 times via 3.9 billion impressions.
Consumer Advertising Campaign ads will run on high-visibility prime time programs, sports, news and more on TV, cable and radio.
A. Television is one of the most expensive advertising options, but there's a reason for the added cost. TV is proven to be the most effective medium for changing public opinion over a relatively short period of time. By using the economies of scale available with a national campaign, we are getting the most value for our money. Our 2014 television buy includes prime time programming, premium syndication, news and sports programming, and targeted national cable outlet placements.
Despite rising media costs, we have realized greater value by maximizing our spending across the more targeted advertising networks and also by having our commercial message air in more efficient programming.
A. Radio allows us to build awareness through more frequent messages. Radio is less expensive than TV and offers a means of reaching consumers at different times and places in the day: in their cars, at work, or listening at home. This year's radio includes top-tier national radio networks including AdLarge, Crystal, Cumulus, Dial Global, Premiere and USRN, with an emphasis on news, talk shows and sports programming.
A. The National Association of REALTORS®' Board of Directors voted to maintain the assessment level of $35 for 2014-2016 when it approved the current 3-year budget during the Midyear Meetings in May 2013. The assessment has remained at this level since 2009.
The funds allow the campaign to support NAR's strategic objective of reaching and engaging consumers, increasing the association's reach and impact to the public by driving home the value of home ownership and importance of hiring a REALTOR®.
Research shows that NAR's national advertising is accomplishing its goals of persuading consumers of the value of homeownership and real estate investment and assuring them of NAR's commitment to real estate issues that affect them. In our most recent tracking study, 97 percent of consumers surveyed believe homeownership is good for families, and 88 percent believe that NAR and REALTORS® are working to ensure Americans have access to homeownership—up from 85 percent in 2011.
The Consumer Advertising Campaign is also one of NAR's most popular membership services. According to the latest membership survey, 95 percent of all members like the ad program and 91 percent would like to see even more advertising than is currently run.
A. State and local associations can purchase airtime in conjunction with the national schedule to increase the number of times or the length of time consumers are exposed to the messages. And remember, you're not limited to television and radio: color magazine ads, black-and-white newspaper ads, posters, outdoor ads, and Web banners are also available. The print and broadcast materials can also be used to help inform members about the campaign.
Use the ad generator to tailor your standard-size Consumer Advertising Campaign print ads, posters, and outdoor ads; download Web banners, and request customized radio or television ads.
If your publication needs print ads in sizes other than 11 X 17, 8.5 X 11, 10.75 X 8.25, 5.375 X 8.25, 5.375 X 4.125 or 4.25 X 5.5, you can request other customized sizes for a fee.
A. The target market is home buyers and sellers, ages 25-54, with combined household incomes of $50,000 or more. Although the campaign reaches many additional consumers, this group has been identified as the most likely to purchase a home. (The median income for first-time home buyers is $61,600; the median age is 30. For repeat buyers, the median income is $88,100; the median age is 48.)
A. To plan your own media buy, visit the Local Campaign Planning page. It includes strategies, media plans, and sample schedules to help you coordinate your media buy with the national campaign.
If you'd like to hire a media buy agency, contact NAR's media agency; fees are negotiated between the MOST Agency and the state or local association. NAR receives no compensation for the placement of such ads.
A. The national media buys are broad enough to influence the target audience, even if no state or local association buys additional time. However, the national campaign has a more powerful impact on the public if all association levels participate. Many state and local associations have already implemented local tie-ins.
A. No. The ads are only for promoting REALTOR® associations. Therefore, no individual members or real estate brokerages may use these materials for advertising purposes. The only exception is for Web banners, which can be used by all members.
A. We've seen measurable results in consumers' attitudes and beliefs as a result of the campaign. Every year, we survey consumers who bought or sold a home over the past 12 months or who planned to buy or sell in the coming 12 months. Our most recent tracking study found that more than eight out of 10 consumers said the advertising made them feel more positive about homeownership more confident about the housing market. 93 percent agreed a REALTOR® is well informed about housing conditions and a good source on how to prepare a home for sale.
A. First, check with your local association to determine whether they are doing a local tie-in. If they are, support it! Consider incorporating the campaign theme into your own advertising, following the campaign guidelines. Our most recent tracking study found that more than eight out of 10 consumers said the advertising made them feel more positive about homeownership more confident about the housing market. 93 percent agreed a REALTOR® is well informed about housing conditions and a good source on how to prepare a home for sale.
A. The best source for the latest information on the campaign is in the Consumer Advertising Campaign pages of Realtor.org.
REALTOR® Pride Campaign
A. The REALTOR® Pride Campaign is an internal communications program, separate and distinct from the Consumer Advertising Campaign, which targets external audiences. It started as an outgrowth from marketplace observations, results of campaign testing, and state and local association observations.
A. Many members don't actively identify themselves as REALTORS®. Some don't use their REALTOR® brand on their business cards, wear their REALTOR® pin, or leverage their REALTOR® status as a tool in building their business. Many members don't recognize the value of their REALTOR® name and, furthermore, don't understand that consumers see value in the REALTOR® designation. As a result, use of the REALTOR® identity is inconsistent.
A. Associations should use as many of the materials as possible to help spread the message. Customize posters or counter cards for your association office and key meetings. Order pins and pin cards to help your members identify themselves as REALTORS®. Use the free Web banners on your intranet site. Customize the print ads for your association’s publication. Include REALTOR® Pride Campaign messages in leadership speeches whenever appropriate. And remember to take special care to explain this program to new members who may not yet understand the benefits of membership.
Q. How can my state or local association customize and order REALTOR® Pride Campaign materials to distribute to their members?
A. To customize materials, visit the ad generator. To order materials, click on the "Order REALTOR® Pins" link to the right.