With a series of new ads, the 1.47 million-member organization wants to show consumers that being a real estate agent is more than just opening doors.
If consumers aren’t quite sure who a real estate agent is, the National Association of Realtors wants to change that.
NAR released a new advertising campaign on Monday. This is an attempt to highlight the various intangible tasks that real estate agents do when helping their clients find, buy, and sell real estate.
The group, which has 1.47 million members, said the new campaign seeks to affirm the realtor brand’s standing among consumers on behalf of its members.
“One of the key pillars of NAR’s strategic plan is to reaffirm the Realtor brand as a symbol of expertise, integrity and trusted service for consumers. This year’s campaign educates consumers and differentiates NAR membership as the gold standard in the industry, while helping members feel fully supported by NAR members.”
In the 30-second commercial, titled “The One,” a theoretical buyer client floats the idea of adding something to a home he’s touring.
“We need to check the lot,” the real estate agent said, quickly opening the door at the bottom of the stairs and grabbing a set of plans.
The agent then rushes back from the office to another house, receiving a phone call along the way.
She opened another door and found an electrician sitting among a tangle of wires.
“Do you need an upgrade?” the agent asks.
“Hmm,” the electrician replied.
This fast-paced advertising campaign is an obvious attempt to overturn the notion held by some that real estate agents primarily open doors.
“As real estate agents, agents don’t just open doors. They bring you home,” the ad says.
The second 30-second ad, titled “Arcade,” depicts a real estate agent helping a customer walk through a commercial property. He, too, relies on a network of professionals to help him conduct due diligence, clarify financing, and navigate his way to closing.
This ad is the result of a $45 ad campaign evaluation paid by NAR members with their membership dues. Since last year, 78% of the valuation has been used to pay operating costs amid continued tightening by the organization.
This rating was created in 1999, when it was valued at $10, and has gradually increased since then. The last increase was in 2022.
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