NAR launches new branding campaign to distinguish REALTORS, reinforce members' pride, and demonstrate value to consumers
March 6, 2019
Informed and inspired by a Code of Ethics that dates to 1913, the National Association of REALTORS® unveiled a new campaign centered on the theme, "That's Who We R®".
In announcing the integrated campaign, NAR said it "aims to reinforce the value of Realtors® as advocates for property owners, engaged community members, and trusted advisors with in-depth knowledge of the industry."
NAR officials said the campaign will encompass "strategic media placements and engaging creative" to put the organization's 1.3 member REALTORS® and their ethics, not properties, front and center. Digital ads, 15- and 30-second TV spots, online video, and social media posts will be part of the media mix.
Three goals will drive the campaign:
- Demonstrate the value of a REALTOR® to consumers
- Distinguish REALTORS® from other real estate agents, and listing apps Deliver members a sense of pride in being a REALTOR®
To accomplish this, the campaign features "compelling stories about humans helping humans find homes and property, build communities and turn business dreams into realities."
The iconic Realtor R membership mark is featured prominently in the creative work.
The campaign budget has not been disclosed, but it is being funded by an annual assessment of $35 per member. The special assessment for consumer advertising has been levied for 21 years and has remained at the same $35 level since 2009. NAR said last year's campaign achieved 2.71 billion impressions.
"Our story is a century in the making as we began to set NAR members apart from the rest by establishing a Code of Ethics in 1913. This code is as relevant now as it was one hundred years ago; it's our pledge of honesty, integrity, professionalism and community service as a true partner for buying or selling a home, or property," said John Smaby, 2019 President, NAR. "'That's Who We R®' reinforces that partnering with a Realtor®, delivers the peace of mind that can only come from working with a real person who is committed to their clients' futures and neighborhoods just as much as they are."
The national branding campaign was developed by Havas, one of the largest integrated marketing communications agencies in the world. The firm partnered with Director X, a BET award-winning music video director who has worked with well-known hip hop and pop music stars.
NAR is also partnering with multi-channel content makers Vice Media, Apartment Therapy, The Atlantic magazine, streaming video platform Hulu and others in an attempt to capture audiences that consume media through different platforms than traditional cable television.
"Our society has created trusted symbols from 'Verified' Instagram accounts to the Good Housekeeping Seal," said Karen Goodman, group creative director at Havas Chicago. "As we dug into this brand, we knew Realtors® were the real deal and needed to find a way to telegraph that to everyone. We needed to turn the 'R' into the trusted symbol you should look for when buying and selling property."
"The video advertisement and involvement of Director X further shows that NAR is eyeing millennial home buyers more with its outreach," suggested Inman in a report about the newly-launched campaign.
Victoria Gillespie, NAR's chief marketing and communications officer, said the campaign was designed not only to educate consumers on the benefits of working with a member of the National Association of REALTORS® but also to highlight all the ways Realtors go above and beyond to help and improve the lives of their clients, neighbors and communities. "We want this campaign to serve as a rallying cry for Realtors and inspire pride in the work they do every day to benefit their clients."
Realtors can access campaign materials to use in their local markets by visiting www.ThatsWhoWeR.realtor. Print and banner ads, posters, social posts, and links to TV and radio spots are available. Social content will be published on an ongoing basis and may be accessed and shared by following @REALTORS across Facebook, Twitter, and Instagram.
The National Association of REALTORS® is America's largest trade association, representing more than 1.3 million members involved in all aspects of the residential and commercial real estate industries.