NAR to highlight Realtor services, value in new campaign
The
National
Association
of
Realtors
(NAR)
announced
its
launch
of
a
new
consumer
campaign
—
More
Than
Opening
Doors
—
designed
to
highlight
the
role
of
Realtors
beyond
traditional
property
searches.
The
initiative
is
part
of
NAR’s
strategic
platform,
Right
by
You,
and
was
directed
by
Sophia
Ray
of
Academy
Films
in
partnership
with
Uncommon
Creative
Studio.
Messaging
aims
to
show
how
NAR
members
support
clients
throughout
the
real
estate
process.
NAR
CEO
Nykia
Wright
said
the
campaign
is
central
to
the
organization’s
broader
strategic
plan.
“One
key
pillar
of
NAR’s
strategic
plan
is
to
reaffirm
the
Realtor
brand
as
a
trusted
symbol
of
expertise,
integrity
and
reliable
service
for
consumers,”
she
said.
“This
year’s
campaign
educates
consumers
and
differentiates
NAR’s
members
as
the
gold
standard
in
the
industry,
while
at
the
same
time
helping
members
feel
the
full
support
of
their
NAR
membership.”
Bennett
Richardson,
chief
marketing
officer
at
NAR,
said
the
campaign
emphasizes
transparency.
“The
real
estate
industry
is
experiencing
an
unprecedented
moment
of
change
and
disruption,
and
yet
the
Realtor brand
remains
the
most
trusted
real
estate
brand
among
consumers,”
he
said.
“To
meet
this
moment,
NAR
must
educate
homebuyers
and
sellers
about
the
value
of
working
with
a
Realtor through
stories
that
are
authentic
to
both
the
anxiety
of
buying
a
property
and
the
peace
of
mind
that
comes
from
working
with
a
trusted
professional.”
The
campaign
showcases
services
Realtors
provide
such
as
managing
negotiations,
coordinating
stakeholders,
navigating
complex
regulations
and
meeting
critical
deadlines.
Key
spots
include:
-
The
One
—
protecting
a
client’s
plan
to
add
an
addition. -
The
Closing
—
tracking
a
transaction
to
close
on
time. -
The
Negotiation
—
securing
the
best
deal
through
collaboration. -
Arcade
—
addressing
signage,
utility
and
other
hurdles
in
commercial
real
estate.
Supported
by
Havas
Media
Network,
the
campaign
targets
first-time
homebuyers
and
high-value
segments
using
video,
audio,
social,
digital,
search
and
out-of-home
platforms.
Streaming
video
will
run
on
Netflix,
Hulu,
Disney+,
Amazon
Prime
Video,
Peacock
and
YouTube,
with
audio
on
Spotify,
iHeart,
SiriusXM
and
podcasts
like
SmartLess
and
Stuff
You
Should
Know.
Social
media
outreach
includes
Facebook,
Instagram,
Reddit
and
TikTok.
NAR
and
Uncommon
Creative
Studio
will
launch
the
Realtor
Studio
later
this
spring,
a
design
ecosystem
to
streamline
marketing
and
branding
for
members.
