NAR - New 2010 Public Awareness Campaign Ads
May 6, 2010
Source: Vicki Cox Golder, CRB
Job Title: 2010 NAR President
To: All REALTORS®
From: Vicki Cox Golder, 2010 NAR President
Re: NAR Update: New 2010 Public Awareness Campaign Ads
Dear fellow REALTOR®,
With the homebuyer tax credit having expired, the Public Awareness Campaign is ready to roll out a brand new ad campaign to help support you in your businesses. The new campaign, "What Matters Most," reminds buyers and sellers that, despite challenges in today's economy, homeownership continues to be the foundation of the American Dream.
The campaign will deliver persuasive messages about the true value of owning a home, the role homeownership plays in building communities, and the advantages of working with a REALTOR®.
Beginning May 1, new TV and radio spots will begin airing across national network and cable outlets. National print and online advertising will also continue - ads will run in national premium consumer magazines like Martha Stewart Living, Real Simple, Popular Mechanics and This Old House, and online on sites including HGTV.com, DIYnetwork.com, RealSimple.com, TLC.com, About.com and ThisOldHouse.com.
In fact, 96 percent of U.S. households will be exposed to campaign messages as a result of NAR's national media buy.
The campaign is clearly convincing consumers of the value REALTORS® bring to buyers, sellers and investors. Seventy three percent of consumers surveyed said they would be more likely to use a REALTOR® in their next transaction than an agent who wasn't a REALTOR® -- up from only 50 percent in 2001.
As you may know, the Public Awareness Campaign is one of NAR's most popular membership programs. Our latest tracking study showed that 97 percent of REALTORS® favored the advertising program, and 95 percent wanted to see more advertising like it.
I encourage you to check out a special preview of the new campaign, and review all the resources available for you to use in your business.
Thank you for your continued support, as we work to keep real estate "On the Rise" in 2010.
Vicki Cox Golder, CRB
2010 NAR President