After years of litigation, public scrutiny and communication breakdowns, NAR is shifting its approach to marketing and member engagement. In this episode of Real Estate Insiders Unfiltered, Bennett Richardson, chief marketing and communications officer for the National Association of Realtors, reveals the strategy behind the new “More Than Open Doors” campaign and what it signals about the future of real estate agent brands.
In this episode, we dive into how the new real estate agent’s campaign was built, why first-time homebuyers are a key focus, and how AI-driven media placement helps ensure messages reach consumers at the right time.
From rebuilding trust and moving away from the banker mentality to leveraging AI-driven media targeting and first-time homebuyer insights, Richardson pulls back the curtain on how NAR is redefining its voice. This is a candid conversation about leadership, storytelling, industry awareness, and why real estate agents must reclaim their stories before others tell them.
This is important if you care about the future of the Realtor brand and your place within it.
highlights
Learn:
Why NAR is moving away from broad-based broadcast advertising How real estate agent brands are being repositioned for today’s market What a “move away from the bunker mentality” means for industry leadership How storytelling, not slogans, builds consumer trust Why real estate agents need to reclaim their unique narratives
This isn’t just about new commercials. It’s about redefining how real estate agents are viewed by consumers and by real estate agents themselves.
If you’re a real estate agent, broker, or industry leader and wondering where your brand is going next, this episode will clarify.
Connect with Bennett Richardson on LinkedIn.
Real Estate Insiders Unfiltered is currently available exclusively on Inman. Enjoy agent and team-focused content every Monday and leadership interviews every Wednesday. Listen on Apple or Spotify.
James Dwiggins is co-CEO of NextHome, Inc. and co-host of Real Estate Insiders Unfiltered.
Keith Robinson is co-CEO of NextHome, Inc. and co-host of Real Estate Insiders Unfiltered.
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