Starting today, a new ad campaign will be splashed across television screens, social media, radio, and more, urging consumers to “Look for the R,” as the National Association of Realtors (NAR) rolls out brand new 15- and 30-second ads:
Last year’s “That’s Who We R®” campaign rolled out as a foundation on which to build future branding to promote the Realtor values in local communities, such as the above videos.
In this new campaign, the theme of communicating what a Realtor is continues, and as consumers are directed to look for the creative letter R in each campaign, it all comes into focus as a delicious “aha” moment for the viewer, just as consumers experience when they gain the clarity of Realtors’ value.
The campaign is a play on the visual combined with verbal, which NAR Chief Marketing and Communications Officer, Victoria Gillespie tells us “took great work and collaboration so that at the end, the ‘R’ seems organic, but you still work through the journey of having that placement be aligned to resonate with everyone.”
Your inner marketer will notice the clever alliteration – reassurance, rights, reliability, road to un-renting (which btw, is a wildly clever phrase we’re upset we didn’t come up with ourselves).
You’ll also notice that they included the traditional blue for ads featuring residential Realtors, and the traditional red for ads featuring commercial Realtors.
Gillespie states that the association hosted a pre-launch viewing for the 46-member Consumer Communications Committee, which was consulted on everything from clothing attire to voiceovers, to make sure that in deep collaboration with ad agency Havas, members (and their values) were accurately depicted.
All feedback so far has been “extremely positive,” notes Gillespie, adding that it was urgently important to precisely represent their broad and diverse member constituency.
NAR 2020 Consumer Communications Committee chairman, and managing broker at Berkshire Hathaway HomeServices Towne Realty, Jay Mitchell said, “’Look for the R’ showcases why prospective property buyers and sellers should seek a Realtor®’s unmatched expertise, reliability, and integrity to help them realize their goals and dreams. The full suite of campaign assets allow our members to personalize and localize these important messages to consumers in their respective markets across the country.”