As a real estate broker, you’re affiliated with two key brand identities—your office’s brand (whether independent or franchised) and the REALTOR® brand, shared with thousands of other brokerages. The REALTOR® brand is an important and impressive membership mark that identifies you and your agents as upholding a strict Code of Ethics while serving as consumer advocates in real estate transactions.
A New Century
The REALTOR® brand has a long and distinguished history spanning more than 100 years. The National Association of REALTORS® (NAR) fully recognizes the importance of being good stewards of this asset so every member will continue gaining value from their affiliation with the REALTOR® mark. NAR’s Consumer Advertising campaign has sought to educate consumers on the distinction of the REALTOR® mark as well as the importance of using a REALTOR® in their real estate transactions.
In recent years, however, a new generation of consumers has emerged along with new communication styles across all age groups. To make the REALTOR® brand more relevant to contemporary audiences while also increasing the perceived value of REALTORS® in today’s evolving digital landscape, NAR conducted a national search for a new advertising firm that had strong experience in modernizing legacy brands.
Campaign Development
In 2015, Arnold Worldwide was chosen to develop a new consumer advertising campaign. They began by conducting consumer research around the home-buying process. One of the insights gleaned during the research was that consumers were initially very excited when they began searching online for homes; however, that excitement shifted to anxiety when they had to reach out to a real estate agent. This was true for both younger and older buyers.
Once consumers cleared this hurdle and found a desirable property, their enthusiasm returned. Based on these findings, the new ‘Get REALTOR®’ campaign addresses the anxious feelings consumers experience when contacting an agent. Specifically, the ads shape consumers’ perceptions of REALTORS® in two key ways:
Approachable – REALTORS® are friendly and easy to talk to (and know what they’re talking about).
Trustworthy partners – REALTORS® have your best interests at heart and are unflinching optimists, while also being staunch client advocates.
The first TV ads featured Phil Dunphy (played by Ty Burrell) from ABC’s hit show “Modern Family,” who is the epitome of an approachable, helpful, knowledgeable real estate professional. In a series of 15- and 30-second spots titled “Phil’s-osophies,” Dunphy humorously engages consumers about all the ways REALTORS® provide value in the home-buying and -selling process.
Since the “Phil’s-osophies” campaign began airing, the ads have driven 1.1 million visits to the Find-a-REALTOR® page on realtor.com®, and follow-up research showed that 88 percent of consumers who saw the ads were more likely to contact a REALTOR®. Research also found that ads resonated strongly with consumers, especially millennials, as well as members of NAR, particularly those that were familiar with “Modern Family.”
The Get REALTOR® campaign also engages consumers directly in the digital and social space with consumer-facing social media accounts on Facebook, Twitter, and Instagram. Locate and follow the accounts by using the handle @Realtors.
Phase Two
The new ads maintain the same humorous tone, but prioritize the message that REALTORS® are trustworthy partners who bring unflinching optimism to the real estate process.
With an anthem-like feel, the ads proclaim “Homeownership: We Were Made for This,” portraying REALTORS® as flag-bearers in the American Dream. Watch for them across network and cable TV.
New: Advertising Benefits for Members, Too
The Get REALTOR® campaign also includes 200 pieces of entertaining and highly shareable content that members can post on their own social media accounts. To access these assets, go to www.NAR.realtor/adcenter and complete a one-time registration.
Within the Ad Center, you’ll also find convenient tools for scheduling content, in advance, freeing you up to focus on other matters while the ads work on building your personal following and engagement.
For more information, please visit www.NAR.realtor/consumer-advertising-campaign.
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