RISMedia's Real Estate Magazine

MAR 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

Issue link: http://remag.rismedia.com/i/1086125

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Page 67 of 126

sumers how REALTORS® are more than just agents—that we follow the Code of Ethics. The R® will then stand out to consumers as some - thing to look for in the agent who rep- resents them," explains Mai-Ganske. The campaign is driven by three pri - mary 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 serv - ing as our media-buying agency, we've developed a comprehensive, multi-channel strategy to reach consumers and REALTORS® wher - ever they are—including online plat- forms such as YouTube, Facebook and Instagram; digital channels like Hulu, Amazon and Roku; and tradi - tional channels like television, radio and print. According to Mai-Ganske, "The media strategy is rooted in finding the intersection of our target con - sumers 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 ampli - fy the campaign, members and as- sociations will have access to cam- paign videos, social posts, printed pieces, and more for use in their own promotions. TELLING OUR STORIES A key premise of the campaign is au- thenticity. The Committee wanted to ensure the campaign portrayed real - istic scenarios—so that REALTORS® of all backgrounds could see them - selves 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® sto - ries, NAR is extending the campaign with stories from members fea - tured 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 edu - cating and engaging the public. RE Victoria Gillespie is the chief marketing and communications officer for the National Association of REALTORS®. "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." – TIFFANIE MAI-GANSKE NAR's Consumer Communications Committee Chair Create for the Human

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