{"id":11690,"date":"2017-06-28T11:57:00","date_gmt":"2017-06-28T16:57:00","guid":{"rendered":"https:\/\/therealdaily.com\/?p=11690"},"modified":"2017-06-29T11:06:41","modified_gmt":"2017-06-29T16:06:41","slug":"unflinching-optimism","status":"publish","type":"post","link":"https:\/\/theamericangenius.com\/housing\/real-estate-marketing\/unflinching-optimism\/","title":{"rendered":"Realtors de-smarmed in new NAR ad campaign"},"content":{"rendered":"

Yes they can<\/h2>\n

The home-buying experience can be a treacherous journey, with twists and turns throughout the process. That is unless you have a Realtor\u00ae at your side providing expertise every step of the way.<\/p>\n

Per a press release, the National Association of Realtors is launching a new advertising campaign called \u201cMade For This.\u201d<\/p>\n

According to the campaign\u2019s message, the process of buying a home is a \u201ctreacherous journey\u201d with plenty of obstacles along the way.<\/p><\/blockquote>\n

Realtors bring things to the table that help buyers power through these obstacles and stay the course, such as \u201ca positive mental attitude, comprehensive knowledge and the healthy dose of \u2018yes we can.\u201d Those characteristics represent the \u201cunflinching optimism\u201d that realtors bring to the table, and that optimism is what gets buyers into their dream homes, no matter what it takes to get there.<\/p>\n

Read also: NAR’s bold ad targeted at politicians<\/a><\/strong><\/div>\n

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\nThe campaign<\/a> features two longer spots (30 seconds apiece) along with four shorter spots (15 seconds each).<\/p>\n

The main takeaway? <\/p>\n

“Sure, buying a home can feel a little daunting, but for REALTORS? We were made for this.”<\/p><\/blockquote>\n

Onto the laughs<\/h2>\n

A big part of the campaign\u2019s optimistic tone comes from its camping sense of humor. Take the \u201cCross the Road\u201d ad, which makes a joke about the homeowner crossing the road to get a better view of her new house:<\/p>\n

\"NAR<\/a>\u201d ad, which claims that the only thing better than acting like your own the place, is actually owning the place.<\/p>\n

And to be honest, this is everyone’s favorite here and we’re already quoting it around the office:
\n\"\"<\/a><\/p>\n

There\u2019s the \u201cIf A Tree Falls\u201d video, which insinuates that the question is pointless when you\u2019re too busy hosting a housewarming party:
\n\"\"<\/a><\/p>\n

There\u2019s also a decidedly pro-America tone taken here, to reinforce the image of homeownership as an American cultural milestone. We see this most prevalently in the longer spots.<\/p>\n

The \u201cDestiny\u201d spot claims that homeownership is the roof under which many other American milestones reside, and that your \u201cdomestic destiny\u201d is \u201cas American as ditching the metric system.\u201d
\n\"\"<\/a><\/p>\n

The other long ad, titled \u201cGive Us Your Tired,\u201d (below) plays on The New Colossus, the poem printed at the base of the Statue of Liberty. <\/p>\n

Also of note: Both longer ads reinforce the message that Realtors won\u2019t stop until you own a home, the clearest call backs to those themes we see in the whole campaign. It fits well with the \u201cdestined for homeownership\u201d theme that underpins both of the longer spots.<\/em><\/p>\n

\"\"<\/a><\/p>\n

Oh, and let\u2019s not forget the ad titled \u201cWhat\u2019s More American.\u201d I\u2019ll let that one speak for itself.
\n\"\"<\/a><\/p>\n

Effective advertising or simply charming?<\/h2>\n

So, does it work? When the ads are clever, they are really clever, and those who find more comfort in humor will very much enjoy this campaign.<\/p>\n

The campaign began its run on June 26 with a series of video ads. According to the press release, \u201cadditional digital creative, social media and content partnerships will be rolled out throughout the rest of this year.\u201d <\/p>\n

#unflinchingoptimism<\/h3>\n","protected":false},"excerpt":{"rendered":"

(MARKETING NEWS) Home ownership, the American milestone. Does NAR’s new ad campaign ease your woes of home buying?<\/p>\n","protected":false},"author":337672,"featured_media":11705,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"wds_primary_category":0,"footnotes":"","jetpack_post_was_ever_published":false,"_links_to":"","_links_to_target":""},"categories":[95],"tags":[908,263,1234],"class_list":["post-11690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-real-estate-marketing","tag-advertising","tag-nar","tag-real-estate-news"],"jetpack_featured_media_url":"https:\/\/theamericangenius.com\/housing\/wp-content\/uploads\/sites\/2\/2017\/06\/get-realtor.jpg","jetpack_sharing_enabled":true,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/11690","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/users\/337672"}],"replies":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/comments?post=11690"}],"version-history":[{"count":11,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/11690\/revisions"}],"predecessor-version":[{"id":11719,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/11690\/revisions\/11719"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/media\/11705"}],"wp:attachment":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/media?parent=11690"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/categories?post=11690"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/tags?post=11690"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}