Q. Why do we need a Public Advocacy 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 Advocacy 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?
REALTOR® Pride Campaign
Q. What is the REALTOR® Pride Campaign and where did it start?
Q. Why do we need a REALTOR® 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 REALTOR® Pride Campaign materials to distribute to their members?
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Q. Why do we need a Public Advocacy 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 Public Advocacy Campaign. The national advertising NAR delivers through the Public Advocacy 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.
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Q. How long has the campaign been running?
A. The National Association of REALTORS®' Board of Directors voted on November 17, 1997 to fund a 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.
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Q. What's new this year?
A. For the first time in generations, the American dream of homeownership is being threatened. "Moving Pictures" emphasizes the value of homeownership from a child's perspective, and “Future Generations” reminds consumers and policymakers that we need to keep housing first on the nation’s public policy agenda, because housing and home ownership issues affect all Americans.
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Q. Where are the ads running?
A. The 2012 Public Advocacy Campaign media buy will continue to spread campaign messages across media venues to remind consumers of the values and benefits associated with home ownership. NAR’s message will be seen and heard by consumers approximately 3 billion times.
Public Advocacy Campaign ads will run on high-visibility prime time programs, sports, news and more on TV, cable and radio. This year’s media buy also included national print and online advertising, increasing the awareness of NAR’s message about the value of homeownership and of using a REALTOR® when buying or selling a home, or investing in real estate.
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 2012 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.
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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-tier national radio networks including ESPN, Premiere, United Stations, NPR and Sirius/XM with an emphasis on music, entertainment and sports programming.
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Q. Why is the Public Advocacy Campaign special assessment $35?
A. The National Association of REALTORS®' Board of Directors established an assessment level of $35 for 2012 when it approved the current 3-year budget (2011-2013) during the Midyear Meetings in May 2010.
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 REALTORS® 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 home ownership and importance of hiring a REALTOR®.
Research shows that NAR's national advertising is accomplishing its goal. Our most recent tracking study found that the percentage of consumers that would use a REALTOR® to buy or sell a home has increased significantly over the past five years, from 50 percent in 2001 to 76 percent today.
In addition, it's persuading consumers of the value of homeownership. According to the same tracking survey, more than three-fourths of consumers surveyed believe that owning a home is an investment in your future.
The Public Advocacy Campaign, formerly the Public Awareness 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 90 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 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.)
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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 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.
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 tracking study found that the percentage of consumers that would use a REALTOR® to buy or sell a home has increased significantly over the course of the campaign, from 50 percent in 2001 to 76 percent today.
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 REALTOR® combine to create a positive image for all REALTORS®. Working together, REALTORS® 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 Advocacy Campaign Web site.
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Q. What is the REALTOR® Pride Campaign and where did it start?
A. The REALTOR® 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 REALTOR® Pride Campaign?
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.
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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 REALTOR® brand, print ads, posters, and Web banners.
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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 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.
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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.
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