As “The Voice for Real Estate” for more than 100 years, the National Association of REALTORS® (NAR) has turned up the volume on its consumer-facing communications, and consumers are listening. The stakes couldn’t be higher. Policymakers are considering sweeping changes to federal government programs and incentives that could dramatically change the nature of homeownership for years to come.
NAR is vitally aware of the importance of preserving the American Dream of homeownership—for its members as well as for consumers. In fact, research shows the significant positive effect homeownership has on individual net worth, civic participation, educational achievement and overall quality of life in communities across America.
REALTORS® and Consumers Working Together
Ultimately, NAR wants to establish a marriage of common interest with REALTORS® and consumers—enlisting them to take action and become advocates for real estate issues—with the goal of working together to preserve access to homeownership, and making NAR the voice for real estate consumers as well.
Regularly leveraging a variety of channels, including national print and electronic media campaigns, a website and a national real estate-themed radio show to reach consumers, NAR recently introduced a comprehensive direct-to-consumer communications plan. The plan is designed to reach every homeowner and potential homeowner in the United States—a prospective 80 million households over the next three years.
NAR’s direct-to-consumer outreach will ensure that REALTORS® go beyond the transaction and are involved in the entire lifecycle of homeownership. Through a powerful combination of bought, owned, leveraged and earned media, NAR will reach the average homeowner more than 40 times per year over the next three years for a total of more than 509 million impressions per month with clear, concise, consistent and repetitive messaging.
Public Awareness/Public Advocacy Campaign
For more than a decade, NAR’s Public Awareness Campaign has been effective in establishing the professionalism of REALTORS® as trusted experts to help consumers in the process of buying and selling a home. Key issues highlighted nationally to consumers and public policymakers include access to affordable mortgage financing, tax incentives for homeownership, overly stringent credit requirements and cumbersome short sales and foreclosures.
Now the focus of the campaign has shifted to advocacy, with its newest TV and radio spot, “Moving Pictures,” highlighting positive messages about the benefits of homeownership to children, families and communities.
Real Estate Today Radio Program
On radio stations nationwide, satellite, podcasts and mobile phones, NAR’s “Real Estate Today” radio program opens doors for buyers and sellers with critical, credible information on the real estate market. This fast-paced and fact-packed program with experts, interviews, call-ins, field reports, and timely market conditions is heard on over 185 stations in all 50 states and has over five million listeners per month.
HouseLogic
NAR’s HouseLogic website is a free source of information and tools that help homeowners make smart decisions and take responsible actions to maintain, protect and enhance the value of their home. With nearly one million unique visitors per month, homeowners are depending on HouseLogic to plan and organize their home projects. HouseLogic provides timely articles and news, home improvement advice, and how-tos and information about taxes, home finances and insurance.
In addition, through the REALTOR® Content Resource, NAR members can repurpose articles from HouseLogic for their consumer communications. These articles, which cover all aspects of homeownership, including home buying and selling, are ready when and how brokers choose to use them—Facebook, Twitter, email, website, blog or handouts.
An Ongoing Commitment as the Voice for Real Estate
By fostering consumer advocacy, and an ongoing relationship between real estate professionals and consumers, NAR will continue to be the trusted voice for real estate, and ensure that the American Dream of homeownership is preserved for generations to come.
Sources: www.realtor.org/pac.nsf/pages/pachome, www.retradio.comm, www.houselogic.com
