“That’s Who We R®.”
The National Association of REALTORS®’ (NAR) exciting new national ad campaign powerfully illustrates what it means to be a REALTOR®, turning the iconic block R® membership mark into a potent symbol of REALTORS®’ commitment to ethics, professionalism and community.
NAR members have been funding consumer advertising for 21 years through a small special assessment. The assessment provides incredible value, giving REALTORS® a national audience to showcase their brand. In late 2018, Havas Chicago—a global, award-winning advertising firm—became NAR’s creative agency and began working with NAR’s Consumer Communications Committee and staff on radical new goals and messaging.
Campaign Goals
“We saw a number of campaign directions from Havas and very quickly aligned around ‘That’s Who We R®’ as the core message,” says Committee Chair Tiffanie Mai-Ganske. The centerpiece of the campaign is a video ad series that shows the value of working with REALTORS® over non-members and listing apps.
“I love how the campaign centers around the block R® to remind consumers how REALTORS® are more than just agents—that we follow the Code of Ethics. The R® will then stand out to consumers as something to look for in the agent who represents them,” explains Mai-Ganske.
The campaign is driven by three primary goals:
- Demonstrate the value of a REALTOR® to consumers
- Distinguish REALTORS® from other real estate agents
- Deliver a sense of pride to REALTORS® in their work and their industry
Hitting the Target
With an integrated strategy aimed at both consumers and NAR’s 1.3 million members, we’re delivering “That’s Who We R®” via the myriad ways people consume media today.
With Havas Media in Boston serving as our media-buying agency, we’ve developed a comprehensive, multi-channel strategy to reach consumers and REALTORS® wherever they are—including online platforms such as YouTube, Facebook and Instagram; digital channels like Hulu, Amazon and Roku; and traditional channels like television, radio and print.
According to Mai-Ganske, “The media strategy is rooted in finding the intersection of our target consumers and our members.” To find that sweet spot, we are tapping into NAR’s extensive market research and delivering a highly targeted online presence and customized content.
To benefit REALTORS® and amplify the campaign, members and associations will have access to campaign videos, social posts, printed pieces, and more for use in their own promotions.
Telling Our Stories
A key premise of the campaign is authenticity. The Committee wanted to ensure the campaign portrayed realistic scenarios—so that REALTORS® of all backgrounds could see themselves in the ads.
“We took part in script development—and, through photos and mood boards, offered input on wardrobe and casting—to ensure the campaign feels authentic and is representative of our diverse membership,” Mai-Ganske explains.
The result is a cinematic style for sharing stories that exemplify the REALTOR® experience.
With ads rooted in REALTOR® stories, NAR is extending the campaign with stories from members featured at ThatsWhoWeR.realtor. Each month there will be different prompts to solicit members’ stories, some of which NAR will feature on the site.
This campaign shines a light on the incredible value and service REALTORS® provide to their clients, while adhering to the REALTOR® Code. It also shows that REALTORS® are a powerful, positive force in the communities where they live and work as volunteers and advocates for property ownership.
While spreading the message of who we “R®”, NAR’s new consumer ad campaign will elevate REALTORS® and the REALTOR® brand, while educating and engaging the public.
Victoria Gillespie is the chief marketing and communications officer for the National Association of REALTORS®. For more information, please visit www.nar.realtor.
