In a move to improve its image publicly and within the real estate industry after experiencing several difficult situations over the past few years, the National Association of REALTORS® (NAR) last month hired Uncommon Creative Studio New York as its creative agency of record.
Following the Burnett trial that resulted in a $418 million settlement, multiple changes in executive leadership and the start-up of a potential alternative group (the American Real Estate Association), NAR expects Uncommon to provide savvy guidance going forward.
According to an NAR spokesperson, “The National Association of REALTORS® is pleased to partner with Uncommon Creative Studio after a competitive review process, including participation from member leaders. This is an important moment for the real estate industry, NAR, as well as current and aspiring home and property owners, whom NAR’s members serve. Our new work together will support NAR’s 1.5 million members, or REALTORS®, and position the REALTOR® brand for long-term success.”
Uncommon was founded in 2017 in the United Kingdom, and expanded its footprint to New York City in late 2023. It relationships and contracts with major international companies including Nike, Electronic Arts, British Airways, Google and Pinterest.
NAR Chief Marketing and Communications Officer Suzanne Bouhia added that “(w)e are in an important moment of inflection, and partnering with Uncommon represents an exciting path forward. Uncommon has been able to show us not only the possibilities for our own brand, but also category-shifting work they have done across industries that demonstrates a thoughtful understanding of humans and culture. They demonstrated a strong understanding of the REALTOR® brand, how to break-through, and articulate brand value amidst a dynamic category. We’re looking forward to what we’ll be able to achieve together.”
Uncommon New York Chief Creative Officer Sam Shepherd said that “Uncommon was built to be on the receiving end of the world’s most compelling briefs across advertising, design, experience, entertainment and beyond. We so respect the work NAR does for homeownership in the U.S., and on behalf of its members, and are excited to dig in to support their members who are small business owners, as we revitalize and reconnect with consumers on their behalf.”
Mabel Guzman, a REALTOR® in Chicago and 2025 chair of the Consumer Communications Committee, said that “the Consumer Ad Campaign has always existed to elevate and drive awareness of the REALTOR® brand with consumers, in these challenging times. In 2025, members can look forward to new creative communications that are realistic and distinctive, that will break through and connect with consumers, and ultimately reassert the value and the code of ethics that guide NAR members as they guide consumers during their journey to homeownership.”
