NAR announces $35M advertising campaign
WASHINGTON – July 14, 2014 – The National Association of Realtors® (NAR) today announced the launch of a major national advertising campaign in conjunction with realtor.com®, as well as a comprehensive public relations effort, "Real Insight."
NAR's advertising goal: To showcase the value of the local knowledge and accurate data available to consumers through Realtors and realtor.com.
"Real People" is part of a $35 million annual advertising effort that targets homebuyers and sellers, ages 25-54. The ads are currently broadcasting across TV, digital, radio and mobile channels.
At the same time, Realtor.com is running a multimillion-dollar advertising campaign, "Accuracy Matters," emphasizing that realtor.com's content is more accurate, up-to-date and comprehensive than any of its online competitors.
"This effort is critically important for our industry as we unite under a common goal of providing the most accurate market data available online, along with the deep local knowledge and Realtor expertise," says Steve Brown, NAR president.
"The Accuracy Matters awareness campaign is about more than just listings data – it's about sound professional advice as well, from Realtors with unparalleled local insights," says Steve Berkowitz, chief executive officer for Move Inc., the operator of realtor.com. "This commitment leverages both campaigns to help consumers understand the combined advantage of using realtor.com while working with a Realtor."
In addition to the national advertising campaign, NAR will be hosting a series of live and online "Conversations with Real Insight" in coming months that provide attendees – from consumers and businesses to real estate service providers and industry leaders – with an understanding of today's real estate market trends.
"Some have suggested that new technologies should make buying a home more like buying an airline ticket or a stock certificate, but they're missing the point," says Brown. "You don't live your life in a stock share, raise your kids in seat 7B, or build your future online. Real estate transactions are the most significant personal and financial engagement most Americans ever make."
To learn more about the campaign, visit NAR's website.
© 2014 Florida Realtors®