NAR Releases New ‘That’s Who We R’ Ads
Why hire a Realtor? NAR has a long-running advertising campaign to answer that, with its fifth series of ads focusing on the ways Realtors are “here for it all.”
WASHINGTON – The National Association of Realtors® (NAR) unveiled the fifth release of ads for its “That’s Who We R” national advertising campaign.
The new theme is “here for it all.” It focuses on the many things Realtors do to make the dream of property ownership a reality for their clients. Created by Havas Chicago, the ads attempt to make a clear distinction between Realtors and non-member agents and “do-it-yourself” tech platforms. They do that by “showcasing the value, partnership and professionalism Realtors provide throughout the journey – whether it’s a first home, the next home or a home for their business.”
“As a former agent and Realtor, I know the dedication, expertise and professionalism required during the often long, complex and emotional process,” says Victoria Gillespie, NAR chief marketing and communications officer. “I’m excited that these spots allow us to authentically demonstrate the Realtor difference in action, with clients and within their communities.”
The new spots take viewers through various property buying experiences. They leverage a diverse set of characters, locations and real estate situations – residential and commercial – that work together to be relatable at scale. The spots also show Realtor involvement and volunteerism, supporting the communities in which they live and work.
“Whether it is your first time or your third time, the journey to property ownership can be stressful, even without changing market conditions and unexpected challenges,” says Myra Nussbaum, president and chief creative officer, Havas Chicago. “We chose to focus on the personal, relationship-building moments that go beyond home search apps or showings. Viewers will see a variety of stories with real, surprising moments, such as moving closer to friends or relatives, or finding the right space for a growing family. No matter the experience, the stories emphasize Realtor expertise and the value they bring to their clients.”
Now in its fifth year, the “That’s Who We R” campaign will be seen through a fully-integrated campaign across a multitude of modern touchpoints, including broadcast and streaming platforms, online and terrestrial audio, social media and branded content partnerships.
In addition to paid media led by Havas Media, NAR will again launch a full suite of new advertising and social media assets created in conjunction with 2023 campaign imagery and messaging for its members and Realtor associations to leverage locally.
New ad spots from the 2023 “That’s Who We R” campaign
- Chair: 30 seconds / 15 seconds
A furniture maker is ready to invest in a showroom. His commercial agent, a Realtor, uses neighborhood expertise, contacts and legwork to find a storefront that sets the business up for success. This spot also highlights how Realtors are passionate community members and volunteers.
- Courtyard: 30 seconds / 15 seconds
Empty nesters are ready to say goodbye to their single-family home in the suburbs, and they turn to their trusted agent, a Realtor, to bring them closer to their grown daughter and her family in the city.
- Dog: 30 seconds / 15 seconds
A city-dwelling couple adopts a four-legged family member and quickly realizes they need a Realtor to help find a home with plenty of room for their fast-growing pup to roam.
- Donut: 30 seconds / 15 seconds
A food truck owner learns that one of her customers is a commercial Realtor and realizes that her dream of owning a brick-and-mortar bakery is within reach. This spot also highlights how Realtors are advocates for housing rights and neighborhood issues.
Visit ThatsWhoWeR.realtor for more information on NAR’s “That’s Who We R” national advertising campaign.
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