Last year, the NAR launched its new ad campaign titled “That’s Who We R” with the goal of promoting Realtor values in local communities both in residential and commercial properties. In light of the coronavirus pandemic, the real estate market has experienced changes along with the rest of the economy. We followed up with NAR Chief Marketing and Communications Officer, Victoria Gillespie on the state of the campaign since the COVID-19 outbreak.
“We have been working diligently with our agency partner Havas to ensure that the Consumer Ad Campaign (CAC) is responsive to the current environment and directly addressing the concerns of both Consumers and Members,” said Gillespie. “When it comes to our mass advertising (TV), we are currently fast tracking a new message that will speak to how REALTORS® are continuing to actively help Americans achieve their dreams of property ownership, even in uncertain times, with an optimistic look toward the future.”
Gillespie also explained how the campaign is producing new national radio spots and working with other content partners to share the ways in which Realtors are addressing recent housing issues such as advocating to Congress, to fighting for homeowners, and advising consumers directly. The NAR hosted an interactive online Q&A featuring President Vince Malta to answer questions largely catered towards first time homebuyers (the main target of the campaign).
NAR is also focusing on social media messaging by highlighting the value of Realtor expertise during uncertain times.
“Real estate has changed, however the dream has not and REALTORS® are still trusted advisors. We have transformed the way we do buying/selling with the same commitment to consumers; however, our lane and our voice is broader than that,” explained Gillespie.
“REALTORS® fight for mortgage relief, emergency loans, e-notaries and more. REALTORS® are good neighbors helping in communities across the country. Consumers will remember those brands and businesses that are doing something during and after this pandemic and will reward them with loyalty and future business.”