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'Only a Realtor' campaign

Consumer Ad Campaign Focus: ‘Only a Realtor’

A drive to help build awareness of the Realtor brand led Broward, Palm Beaches & St. Lucie Realtors to create “Only a Realtor” ads, videos and social media campaigns.

WEST PALM BEACH, Fla. – Any Florida real estate licensee can help homeowners sell a home or buyers find a property, so why should anyone look for a Realtor® – a licensee who is also a member of the local, state and national Realtor organization?

The answer to that question lies at the heart of brand-awareness campaigns, and a program unveiled in May from the Broward, Palm Beaches & St. Lucie Realtors® – their first-ever consumer ad campaign – answers that question in the name of their campaign: “Only A Realtor®.”

The campaign’s tagline: “Any agent can help you buy or sell a home, but Only A Realtor® can do this …”

Other Florida Realtor associations also have ad campaigns, such as the Orlando Regional Realtor® Association (ORRA), that debuted in 2021. ORRA’s goal is to drive traffic to its “Find a Realtor” consumer-facing webpage, and it does so by offering digital and audio ads open to all members.

The Broward, Palm Beaches & St. Lucie Realtors created video ads, a consumer website (OnlyaRealtor.com), a member website (rworld.com/campaign) and other tools, such as a press release announcing the program.

“The campaign tagline … speaks to the fact that Realtors are experts who are members of the National Association of Realtors®, says Broward, Palm Beaches & St. Lucie Realtors President Carlos A. Melendez. “The difference isn’t just expertise; they adhere to a Code of Ethics that guides them.”

&Barr, an Orlando-based ad agency, created the campaign that includes 30, 15, 10 and 6-second spots that air on cable television, digital apps, social media platforms and branded content outlets.

&Barr Creative Director and Vice President Christian Wojciechowski says his firm created the campaign by first speaking to Realtors “to hear their stories.” He said they “felt their empathy and authenticity around the deep connections … with the people and families they’ve helped experience the American Dream.”

Wojciechowski says the campaign’s goal is to showcase that there’s “no substitute for a Realtor and no benefit worth the sacrifice of not having a Realtors. They become part of your family, and their role is not a transaction but to invest themselves in relationships that connect people with their dreams.”

The campaign focuses on real-life emotional connections to show that during the most significant transaction in someone’s life, Realtors are always by their side, including spots with new homebuyers and large family game nights, concluding with “Only A Realtor can place you in your perfect dream home.”

© 2022 Florida Realtors®