For many years, the Public Awareness Campaign has been convincing home buyers, sellers and investors about the value of working with a REALTOR. The percentage of consumers that would use a REALTOR to buy or sell a home has increased to an all-time high of 74 percent—up from 50 percent in 2001—according to the most recent tracking study.
You Can Only Take Advantage of the Power of the REALTOR® Brand If You Use It
So include the REALTOR® “R” in your marketing materials and on your business card; tell clients and potential customers that you’re a REALTOR®; use the materials available to you at www.realtor.org; and wear your REALTOR® pin with pride.
It's important to use the trademark REALTOR® correctly. For a look at pointers on how to do that, see this animated video produced by NAR and starring "Mark" the proud defender of the REALTOR® trademark (note it will take a few seconds for the video to start).
For more about the national campaign and related resources you can use, visit www.realtor.org/awarenesscampaign.
Recent media reports have questioned whether home ownership is good for America and challenged federal initiatives that favor home ownership—including the mortgage interest deduction. The attacks seek to lay the groundwork for curtailing public policies and to persuade the public that such actions are in their best interest.
NAR recognizes the challenges facing REALTORS® and, in the summer of 2010, launched the Home Ownership Matters campaign. Through advocacy and outreach to lawmakers, consumers, thought leaders, and the media, NAR is working to preserve this important American institution and provide REALTORS® and state and local associations with valuable information and tools to address concerns from clients and the community.
Add your voice to these efforts! Among the tools available right now is the video below along with fliers, articles and studies you can access here.
KCRAR Campaign Enhances National Effort
Locally, 2011 plans are in the making to add local media to the national public awareness campaign. Extending the message about Homeownership Matters through local online and print media will be one part of the local message.
In addition, local marketing will continue to enforce the "evergreen" message that REALTORS® are the experts to turn to about all aspects of a real estate transaction. Ads such as this print ad, which ran in mid-2010, are being planned to encourage consumers to "Get the Facts" about their local market. Plans will also include online advertising with the same message.
Local advertising also promotes www.KCHomePrograms.com as a source of consumer information about:
the homebuying process
mortgage financing options
grants and other programs for first-time and moderate-income buyers
the KCRAR non-soliciation homebuyer classes and more.
A television and online campaign was added to the media mix promoting KCHomePrograms in June 2010 and the TV commercials will air again in March 2011. Go here to see the webpage posted on Fox 4 TV's site to promote KCHomePrograms.com.
Monthly articles in the Saturday real estate section of The Star promote REALTOR® services and inform readers about homeownership issues impacted by REALTOR® efforts. Other articles run in several local publications, often with comments from KCRAR leaders.
All of this takes place under the umbrella of the NAR campaign funded by each and every REALTOR®'s annual payment into a fund dedicated to the Public Awareness Campaign. It includes network TV and radio schedules and, new in 2010, consumer magazines. Visit www.realtor.org/awarenesscampaign for more details.
Posted on Tue, March 23, 2010
by Catherine Thomson