The latest commercial, titled “Perfect Strangers,” is part of Broward-Palm Beach St. Lucie Realtors’ stated goal of creating a national movement to change the way consumers think about real estate agents.
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The Broward-Palm Beach-St. Lucie Association of Realtors, which has 40,000 members in South Florida, is taking on agents with a series of television commercials designed to help consumers understand how to work with agents. Inman learned on the news in December. 10 statements.
Overall, the real estate industry has done little to educate consumers about the changes in buyer representation that resulted from the 2024 settlement between the National Association of Realtors and consumer groups regarding commission payments.
Some of the fallout from Sitzer | Barnett’s verdict includes requiring buyer agents to obtain formal written representations that may or may not include direct payments from clients. This is a new practice for many agents who have never worked under such requirements before, making it even more ambiguous for aspiring homebuyers looking to work with them. .
For Broward, Palm Beaches & St. Lucie Realtors, this commercial is a continuation of an education and marketing campaign launched in 2022 called “Only a Realtor.” The initiative’s website also hosts commercials.
The association will air the fourth commercial in the campaign on “major networks, cable TV, connected TV apps, social media platforms and branded content outlets,” the release said. Its purpose is to convey “an essential message to today’s consumers: the critical value of buyer representation, which is the cornerstone of real estate transactions.”
The latest commercial, titled “Perfect Strangers,” is part of the association’s goal to create a national movement to change the way consumers think about real estate agents and the value they bring to transactions. What has been discussed across the industry since the ruling began is “demonstrating value,” which is easier said than done.
The association is working to create a licensing structure to allow other organizations to use Perfect Strangers, with a goal of January 2025. “This will enable other organizations to deliver high-quality campaigns that resonate with consumers and continue to add value to real estate agent brands,” the association said.
Diona Hall, CEO of Broward, Palm Beaches & St. Lucie Realtors, said, “We are the only real estate agency founded at a pivotal time for real estate agents, and are poised for the future of the industry.” continues to serve as a long-term investment,” the release said. “The powerful message of this commercial emphasizes how essential real estate agents are to the home buying process and how they can provide clients with peace of mind in one of their biggest investments: buying a home.”
Although the National Association of Realtors’ official website has an active news feed, there is little direct education or resources for consumers. Its content is agent-centered.
Cara Ameer is an Inman contributor and an agent licensed in California and Florida. In a Dec. 10 article, she lamented the uncertainty surrounding the settlement and acknowledged that investigators don’t really know where to turn for help.
“This settlement leaves us with more questions than answers and no clear path forward. It is a reminder of the incredible frustration and anger of the people,” Amir wrote.
“As an industry, we have been kept in the dark about a lot of things,” Amir added. “Over the summer, NAR President Kevin Sears communicated that our industry association had several conversations with the Department of Justice and felt the conversations were productive. I don’t know the exact details.”
The team at Broward, Palm Beaches & St. Lucie Realtors hopes its efforts can shed light on the darkness Amer describes for agents and consumers.
“Real estate agents are multifaceted professionals who navigate a series of complex scenarios for their clients while bringing them to the closing table, emphasizing the relationships built in the process.” said David Serle, president of Broward, Palm Beach and St. Lucie Realtors. in a statement.
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