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. I've heard the Public Awareness Campaign special assessment will be $30 in 2007. Why the $10 increase?
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.
In 2008, the campaign will go even further, countering some of the recent negative national media reports related to the housing market with facts about the value of housing as a long-term investment and helping local and state REALTORŪ associations educate consumers about actual conditions in their local real estate markets.
“Building Wealth” emphasizes the importance of homeownership in building long-term wealth. Using data from respected third-party sources, the materials demonstrate the effect that homeownership has on household wealth.
“Home Values” demonstrates the long-term value of housing as an investment, sharing NAR housing data that shows home values nearly double every 10 years.
The new spots, including a new Spanish-language TV and radio ad, will carry the REALTORŪ message in national media outlets throughout the year.
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Q. Where are the ads running?
A. In 2008 as in 2007, Public Awareness Campaign ads will be broadcast nationwide from January through November, continuing the campaign’s on-air presence for 11 months of the year. Campaign ads will air more than 10,400 times on national TV and radio outlets.
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 2008 television buy includes network morning news, evening news, primetime and late-night programming, as well as targeted national cable and Spanish-language outlet placements. In 2008, we will run approximately 3,150 spots on television.
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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. Nearly 7,300 national radio spots are airing in 2008 on networks such as the ABC radio network, ESPN Radio, Premiere Radio Networks, Westwood One, and XM Satellite Radio, and on NPR programs “Wait Wait…Don’t Tell Me!” and “Car Talk.”
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Q. Why is the Public Awareness Campaign special assessment $30 in 2008?
A. The Public Awareness Campaign is positively affecting consumer attitudes regarding REALTORSŪ. Our most recent 2007 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 52 percent in 2002 to 71 percent today.
The Public Awareness Campaign is also one of NAR's most popular membership services. According to the latest membership survey, 98 percent of all members like the ad program and 93 percent would like to see even more advertising than is currently run.
To continue and build upon this success, the campaign must keep up with rising advertising costs—the price of television and radio media has increased 47 percent since 1998, and that gap is projected to reach 61 percent in 2008. Because of some of these cost constraints, 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.
For these reasons, the National Association of REALTORSŪ' Board of Directors adopted a proposal at NAR's Midyear Meetings on May 20, 2006 to increase the annual special assessment of NAR members for the Public Awareness Campaign by $10, from a previously approved $20 to $30 for 2007; the $30 assessment fee will remain in 2008. Assessment levels beyond 2008 will be considered by the Finance Committee and the Budget Review Team during the next three-year budget cycle.
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 and importance of hiring a REALTORŪ.
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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.
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.
Request customized radio or television ads.
Install Web banners
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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 $58,600; the median age is 31. For repeat buyers, the median income is $85,700; the median age is 46.)
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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, NAR has contracted with Carton Donofrio Partners, Inc., to place local television and radio on behalf of state and local associations, for a fee to be agreed upon between Carton Donofrio Partners and the state or local association. Simply call 1-888-NAR-8858 (toll-free) with basic parameters of the buy (like your budget and desired airdate) and the agency will ensure the best use of your dollars. The agency provides free customization of any TV commercial it places, so the association incurs only the actual cost of the media. 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 2007 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 52 percent in 2002 to 71 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 individual 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 call 1-888-NAR-8858.
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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, download, and order. 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 here.
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