As new home buyers look to enter the recovering U.S. real estate market, National Association of Realtors® launches a major new advertising campaign in conjunction with realtor.com®, "Real People," explaining why consumers should rely on REALTORS® expertise, market insights and how working together, REALTORS® and realtor.com® make home happen.
The company has also rolled out a comprehensive public relations effort, “Real Insight,” which will showcase the value of the local knowledge and accurate data available to consumers through Realtors® and realtor.com®
The “Real People” campaign is part of a $35 million annual advertising effort that targets home buyers and sellers, ages 25-54; the ads are currently broadcasting across TV, digital, radio and mobile channels. Realtor.com® is concurrently running a multimillion dollar advertising campaign, “Accuracy Matters,” emphasizing that realtor.com® provides the most accurate*, up-to-date and comprehensive real estate listings and content available online.
“Together Realtors® and realtor.com® deliver the real insights and know-how to make home happen for home buyers and sellers all across the country,” said Steve Brown, NAR president and co-owner of Irongate, Inc., Realtors® in Dayton, Ohio. “This effort is critically important for our industry as we unite under a common goal of providing the most accurate market data available online along with the deep local knowledge and Realtor® expertise that buyers and sellers need to make their real estate dreams a reality.”
“Accuracy is critically important for serious buyers and sellers, but the Accuracy Matters awareness campaign is about more than just listings data – it’s about sound professional advice as well, from Realtors® with unparalleled local insights,” said Steve Berkowitz, chief executive officer for Move, Inc., the operator of realtor.com®. “This commitment leverages both campaigns to help consumers understand the combined advantage of using realtor.com® while working with a Realtor®.”
In addition to the national advertising campaign, NAR will be hosting a series of live and online “Conversations with Real Insight” in coming months that provide attendees – from consumers and businesses to real estate service providers and industry leaders – with up-to-the-minute understanding of today’s real estate market trends.
“Some have suggested that new technologies should make buying a home more like buying an airline ticket or a stock certificate, but they’re missing the point. You don’t live your life in a stock share, raise your kids in seat 7B, or build your future online,” said Brown. “Real estate transactions are the most significant personal and financial engagement most Americans ever make. In today’s competitive and complex environment, Realtors® combine technology with the real-life insight and market knowledge that buyers and sellers need to succeed.”
Edited by Gordana Davila
* “Most accurate” claim(s) pertain to the accuracy of home listings, are based on comparison with other national listing portals, and are based on the greater frequency of listings updating on realtor.com®.