NAR to roll out 2008 Public Awareness Campaign

WASHINGTON – Jan. 10, 2008 – National Association of Realtors® (NAR) President Dick Gaylord announced details of NAR’s 2008 Public Awareness campaign, saying it will “give consumers the facts about the long-term value of real estate and current market conditions to balance the sometimes incomplete and sensational information presented in the national media.” The formal campaign launch occurs Monday.

“The TV and radio ads will air more than 10,000 times on national TV and radio outlets from January through November, continuing the campaign’s on-air presence for 11 months of the year,” says Gaylord. “In addition to the advertising placed by NAR and various local and state Realtor associations, the campaign includes Web banners, presentation materials, and other resources that you can use to enhance your business.”

In 2008, the campaign will counter some of the recent negative national media housing reports with facts about the value of housing as a long-term investment, helping local and state Realtor associations educate consumers about actual conditions in their local real estate markets.

The 2008 campaign features two new buyer-focused advertisements:

“Building Wealth” emphasizes the importance of homeownership in creating long-term wealth. Using data from third-party sources, the materials demonstrate the effect that homeownership has on household wealth.

“Home Values” demonstrates the long-term value of housing as an investment, using NAR housing data that shows home values nearly double every 10 years.

The ads direct consumers to a new microsite, www.HousingMarketFacts.com, which educates potential homebuyers about the value of homeownership, provides resources and research about the current housing market and industry issues, and helps buyers and sellers find a Realtor.

Also in 2008, NAR’s Hispanic outreach campaign has developed new television and radio commercials, print ads, outdoor and bus shelter ads, posters and Web banners, all available for state and local association use.

For more information on NAR’s latest campaign, visit the association’s Web site at: http://www.realtor.org/pac.nsf/pages/pachome

© 2008 FLORIDA ASSOCIATION OF REALTORS®

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