Frequently Asked Questions
A. NAR’s consumer communications aim to convince consumers of the value Realtors® bring to the real estate transaction and beyond – in their communities, in their understanding of local markets, and in their influence on public policies that encourage and facilitate real property transfer and ownership.
As the communications environment becomes ever more cluttered, NAR’s Consumer Advertising Campaign ensures that the Realtor® brand remains front-and-center with consumers, urging them to Get Realtor®.
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 materials include video, radio, digital, and social media content, as well as strategic media partnerships. Campaign materials are available for state and local Realtor® associations to run in their own areas.
A. Get Realtor® aims to “redefine the R®” for current and future generations of home buyers, sellers and real estate investors. We want to build Realtor® brand awareness and drive consideration of Realtors®, particularly among Millennials and in today’s hyper-connected world.
That means contemporizing consumer perceptions of Realtors® and making sure that consumers are exposed to the Realtor® brand in social, digital and online channels, as well as through traditional media.
A. NAR’s Consumer Communications Committee has oversight for the Consumer Advertising Campaign. The committee makes recommendations to the NAR Leadership Team for consideration and final approval.
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®.
A. NAR fielded a baseline consumer tracking study in November 2015, to assess current consumer perceptions of Realtors® and the Realtor® brand against dimensions of value, trust and innovation. Changes in consumer sentiments and intention to use a Realtor® will be tracked every 6 months to measure campaign effectiveness.
Performance of specific creative executions will be measured via click-through rates and consumer engagement metrics including shares and comments.
A random sample of Realtors® from across the country will also be surveyed to assess engagement with and affinity for campaign elements.
A. State and local associations can use the materials in their local markets, either placed through media buys or as direct-to-consumer communications.
Use the online ad generator to customize many of the materials provided as part of the Consumer Advertising Campaign, and follow @realtors across Facebook, Twitter and Instagram to access and share the social content that will be published on an ongoing basis as part of the Get Realtor® campaign.
A. Yes, with a few restrictions. Realtors® are encouraged to share and repurpose all social campaign elements. NAR members can also use the digital, video, print and radio creative without alteration.
Individual Realtors® and brokerages cannot customize the materials, since the advertising campaign is intended to promote the Realtor® brand, not one Realtor® over another.
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.
A. Visit realtor.org/consumer-advertising-campaign to learn about the strategy and research behind the campaign, and to view current campaign materials.
Follow @realtors on Facebook, Twitter and Instagram to leverage the social elements of the campaign across your own social networks.
For any additional questions, contact NAR’s Jane Dollinger at 202-383-1042 or firstname.lastname@example.org.
A. Research conducted by NAR and ad agency Arnold Worldwide reveals that one of the most anxiety-ridden parts of the homebuying process for both millennials and non-millennials is contacting a REALTOR® .
The ad campaign with Modern Family character Phil Dunphy provides a great platform to inject the REALTOR® brand into popular culture and use humor to educate people about all the ways REALTORS® provide value in the homebuying process.
Modern Family is a very highly rated show among target audiences and the character of Phil Dunphy represents the tried and true image of a helpful, knowledgeable professional who is dedicated to their clients but in a way that is modern, fun, goofy and relatable to a younger generation.
NAR’s advertising agency Arnold Worldwide fielded a short quantitative study capturing more than 1,000 Modern Family viewers:
- Of those who watch the show, 85 percent recall the Phil Dunphy character
- Of those who watch the show and recall the character Phil Dunphy, 92 percent find his character likable
- Of those who watch the show and can recall Phil Dunphy’s job, 89 percent feel he represents Realtors® in a positive way
Phil Dunphy is played by Ty Burrell, an Emmy-winning actor whose social sentiment is also strong, with 96 percent of comments across social media being positive or neutral.