Q. Why do we need a Public Awareness Campaign?
Q. How long has the campaign been running?
Q. What's new this year?
Q. Where are the ads running?
Q. Why television—isn't it very expensive?
Q. Why radio?
Q. Why is the Public Awareness Campaign special assessment $35?
Q. How can state and local associations get involved in the campaign?
Q. Who is the target for the campaign?
Q. How can my state or local association buy media time locally?
Q. What if state and local associations choose not to buy any additional airtime?
Q. Can my broker buy ad time and use the ads to promote my firm?
Q. How do we know whether the campaign is effective?
Q. What can I do to support the campaign?
Q. What if I want more information?
REALTORŪ Pride Campaign
Q. What is the REALTORŪ Pride Campaign and where did it start?
Q. Why do we need a REALTORŪ Pride Campaign?
Q. What materials does the campaign offer?
Q. How can my state or local association get involved in the campaign?
Q. How can my state or local association customize and order REALTORŪ Pride Campaign materials to distribute to their members?
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Q. Why do we need a Public Awareness Campaign?
A. As technology increasingly allows consumers to get information previously provided solely by a real estate agent, we need to remind buyers and sellers that REALTORSŪ add value to the transaction far beyond simply providing information. The REALTORŪ is evolving from a provider of information to an interpreter of information. In short, REALTORSŪ help consumers turn information about the housing market and the transaction into knowledge.
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Q. How long has the campaign been running?
A. The National Association of REALTORSŪ' Board of Directors voted on November 17, 1997 to fund a national Public Awareness 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—both network and cable—and on network radio. The 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.
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Q. What's new this year?
A. Since 1998, the Public Awareness Campaign has been working on behalf of NAR’s members to educate and persuade consumers about the value of hiring a REALTORŪ.
The 2010 Public Awareness Campaign commercials focus on motivating buyers into the market, with a focus through April 30, 2010, on the extended and expanded home buyer tax credit. The new TV ads, radio spots and print materials all aim to educate consumers about this once-in-a-lifetime opportunity and encourage them to contact a REALTORŪ who can start them on the path toward homeownership.
In “Housewarming,” Uncle Sam helps us explain that first-time home buyers are eligible for as much as an $8,000 tax credit, and current homeowners may qualify for up to $6,500 when buying a home.
“Attainable” reinforces those messages, with campaign spokeswoman Anne Marie Howard returning to enhance campaign recognition and consistency.
The new spots, as well as select print and online placements, will deliver messages about buying opportunities in today's market and carry the REALTORŪ message in national media outlets through April 30, 2010. New materials will be developed after the tax credit expires.
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Q. Where are the ads running?
A. This year's Public Awareness Campaign media buy actually began in November 2009, to drive home messages about the unique buying opportunities in today's market because of the temporary home buyer tax credit. For the first time, ads will run nationwide throughout the year.
Public Awareness Campaign ads will run on high-visibility primetime programs, sports, news and more on TV, cable and radio. This year’s media buy has also been expanded to include national print and online advertising, increasing the awareness of NAR’s message and, specifically, encouraging more people to take advantage of the home buyer tax credit. Learn more about the current media plan.
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Q. Why television—isn't it very expensive?
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 2010 television buy includes prime time programming, premium syndication, and late night, as well as 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. The silver lining from the downturn in the economy may be that our 2010 media costs will be kept in check and it will be more affordable to reach home buyers and sellers.
We have also negotiated an astounding total of $5 million in added-value opportunities for 2010, integrating TV programming with online for more impact, efficiency and presence of the NAR brand.
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Q. Why radio?
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-rated programs such as the MLB regular season and playoffs, NFL football, NCAA college basketball and football, ESPN Morning Show and XM/Sirius radio.
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Q. Why is the Public Awareness Campaign special assessment $35?
A. The National Association of REALTORSŪ' Board of Directors established an assessment level of $35 for 2010 when it approved the current 3-year budget (2008-2010) during the Midyear Meetings in May 2007.
To continue and build upon the success of the campaign, as detailed below, the campaign must keep up with rising advertising costs—the price of television and radio media has increased 65 percent since 1998. In addition, advertising was previously off-air in the winter months during a period of the year when 34 percent of all homes are sold.
This seasonal shutdown reduced consumer awareness generated in the previous months and left REALTORSŪ open to criticism that went unanswered—FSBO sites and detractors advertise year-round and get a free shot at NAR and organized real estate when we are not on-air.
The additional funds will allow the campaign to keep pace with media inflation and continue the year-round effort begun last year that has significantly increased its reach and impact with consumers, driving home the value of homeownership and importance of hiring a REALTORŪ.
Research shows that the Public Awareness Campaign is accomplishing its goal. Our most recent tracking study found that the percentage of consumers that would use a REALTORŪ to buy or sell a home has increased significantly over the past five years, from 50 percent in 2001 to 77 percent today - an all-time high.
In addition, it's persuading consumers of the value of homeownership. According to the same tracking survey, eight out of 10 consumers surveyed believe that owning a home is an investment in your future.
The Public Awareness Campaign is also one of NAR's most popular membership services. According to the latest membership survey, 97 percent of all members like the ad program and 95 percent would like to see even more advertising than is currently run.
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Q. How can state and local associations get involved in the campaign?
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.
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Use the ad generator to tailor your standard-size Public Awareness 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.
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Q. Who is the target for the campaign?
A. The target market is homebuyers 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 homebuyers is $61,600; the median age is 30. For repeat buyers, the median income is $88,100; the median age is 48.)
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Q. How can my state or local association buy media time locally?
A. To plan your own media buy, visit the Local Campaign Planning section of this Web site. 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.
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Q. What if state and local associations choose not to buy any additional airtime?
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 or begun planning local tie-ins.
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Q. Can my broker buy ad time and use the ads to promote my firm?
A. No. The ads are only for promoting REALTORŪ 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.
Campaign guidelines
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Q. How do we know whether the campaign is effective?
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 2009 tracking study found that the percentage of consumers that would use a REALTORŪ to buy or sell a home has increased significantly over the course of the campaign, from 50 percent in 2001 to 77 percent today - an all-time high.
Consumer research results
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Q. What can I do to support the campaign?
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. Finally, talk to your clients and customers and encourage them to watch for the ads. The actions of every REALTORŪ combine to create a positive image for all REALTORSŪ. Working together, REALTORSŪ can send a message to consumers that they are professionals who provide unparalleled service, experience, and expertise.
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Q. What if I want more information?
A. The best source for the latest information on the campaign is on the Public Awareness Campaign Web site. You can also contact the Public Awareness Campaign via e-mail.
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Q. What is the REALTORŪ Pride Campaign and where did it start?
A. The REALTORŪ Pride Campaign is an internal communications program, separate and distinct from the Public Awareness Campaign, which targets external audiences. It started as an outgrowth from marketplace observations, results of Public Awareness Campaign testing, and state and local association observations.
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Q. Why do we need a REALTORŪ Pride Campaign?
A. Many members don't actively identify themselves as REALTORSŪ. Some don’t use their REALTORŪ brand on their business cards, wear their REALTORŪ pin, or leverage their REALTORŪ status as a tool in building their business. Many members don’t recognize the value of their REALTORŪ name and, furthermore, don't understand that consumers see value in the REALTORŪ designation. As a result, use of the REALTORŪ identity is inconsistent.
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Q. What materials does the campaign offer?
A. Campaign materials are available to view, customize and download. Materials include pins, a video on the value of the REALTORŪ brand, print ads, posters, and Web banners. A sample newsletter article and speech are also provided for local and state associations to use in outreach to their members.
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Q. How can my state or local association get involved in the campaign?
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 REALTORSŪ. Use the free Web banners on your intranet site. Customize the print ads for your association’s publication. Include REALTORŪ 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.
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Q. How can my state or local association customize and order REALTORŪ Pride Campaign materials to distribute to their members?
A. To customize materials, visit the ad generator. To order materials, click on the "Order REALTORŪ Pins" link to the right.
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