RISMedia's Real Estate Magazine

MAY 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/1109029

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Page 18 of 118

14 May 2019 RISMedia's REAL ESTATE {The NAR Power Broker Roundtable} Jim Imhoff: Like MD or PhD, the all-caps REALTOR® symbol after one's name is an indication that the person attached to that designation adheres to the REAL- TOR® Code of Ethics, is knowledgeable and worthy of trust—and, more than that, is a caring individual at the ethical heart of our communities. But how well do con- sumers understand that? It's important for all REALTORS® that they do. That's the impetus behind NAR's new campaign, aptly titled, "That's Who We R." It's a multi- faceted branding campaign to showcase the REALTOR® in ways that resonate with consumers via audio and TV commercials, online media and a dedicated website where members can use campaign ads, logos and materials to align their brand with the campaign that launched on Feb. 25. Since the campaign is still in its early stages, we thought we'd check in with a few industry leaders to see what they think. Matt, what's your impression? Ma Deuitch: "That's Who We R" has deep meaning for me because I teach a Code of Ethics class for REALTORS®, and I truly believe that code is what keeps us to such high standards. In some areas, in fact, such as non-discrimination, the REALTOR® Code of Ethics holds us to higher standards than federal or state law. So, I see this campaign as a focus on the value we bring, both to consumers and the community at large. Rei Mesa: Without question, the campaign is purposeful and well thought-out—an excellent example of NAR's effort to put us front and center with consumers. It helps us help consumers understand the difference between an agent, anyone licensed by the state, and a REAL- TOR® who is committed by our Code of Ethics to uphold the highest level of professionalism. Chris Trapani: [Our firm] was founded on the principle of being socially responsible, even committing 1 percent of our gross revenue to environmental and charitable causes. That's something consumers can't Google when they search the internet for a house. The internet doesn't tell them that a REALTOR® is someone who says, 'I do a lot more than sell houses.' A REALTOR® is someone who says, 'This is my life, my school, my neighborhood, my community, and I'm working right alongside you to make it the best it can be.' That's the kind of validation we think will come out of this campaign. Jeff Barne: Every REALTOR® who hasn't yet seen it needs to go to ThatsWhoWeR.realtor and have a look at both the "That's Who We R" video and the materials they can download, and then share their own story online. RM: Any campaign is only as effec- tive as the number of consumers it reaches. While the new campaign is already reaching consumers nation- wide, we want to build on that by leveraging it via social media on the local level. JI: By all means. NAR has partnered with an innovative ad agency that specializes in both strategy and media distribution nationwide. They also worked with NAR to make it easy for firms and individual members to connect to the campaign theme and leverage the materials. JB: I think the campaign is more than a way to elevate our stature in the public eye. It offers a great vote of confidence and a source of pride for any REALTOR®. MD: You might say it's a two-pronged campaign. The first is for REAL- TORS®: "Hey, this is who we are." And the second for consumers: "This is what it means for you." CT: That's key in my view. Our goal is to build long-lasting business and personal relationships. Goodwill is an awesome motivator, and that's what this campaign is all about. RM: There's not a lot of trust in today's world, and actions speak louder than words. "That's Who We R" shows the REALTOR® in action, and I don't think there's a better way to inspire consumer trust. RE 8For an expanded version of this article and other NAR Power Broker Roundtable topics, please visit www.rismedia.com. 'That's Who We R': The NAR Campaign to Define and Elevate REALTOR ® Status MODERATOR: Jim Imhoff Chairman, First Weber, Madison, Wis., Liaison for Large Firms & Industry Relations, the National Association of REALTORS® (NAR) PARTICIPANTS: Ma Deuitch Designated Broker, DPR Realty, Phoenix, Ariz. Rei Mesa CEO, Berkshire Hathaway HomeServices Florida Realty, Miami, Fla. Chris Trapani Founder/CEO, Sereno Group, Los Altos, Calif. Jeff Barne EVP, Compass, Alain Pinel REALTORS®, Los Gatos, Calif. The Power Broker Roundtable is brought to you by the National Association of R EALTORS® and Jim Imhoff, NAR's Liaison for Large Firms & Industry Relations. Watch for this column each month, where we address broker issues, concerns and milestones.

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