The National Association of Realtors’ $25 million Public Awareness Campaign kicks off its ninth year this month with new broadcast ads highlighting the value and experience Realtors bring to the transaction.
One of the new spots, called “Don’t Try This At Home,” explains how choosing a Realtor to sell a home is a smart financial decision since home sellers make more money when they rely on the expertise of a real estate professional. Homes sold by a real estate agent sell for 16 percent higher on average than those sold by an unrepresented seller, according to NAR’s 2005 Profile of Home Buyers and Sellers.
The spot, which debuts today on national radio networks, also reminds folks that not all agents are Realtors. The ads help differentiate Realtors from others in the real estate business with the tag line, “Ask if your agent is a Realtor, a member of the National Association of Realtors.”
“NAR’s Public Awareness Campaign helps millions of home buyers, home sellers and commercial business owners understand the benefits of working with a Realtor,” said NAR President Thomas M. Stevens of Vienna, Va. “This year’s campaign showcases the fact that homes sold by a professional can sell for a lot more than homes sold by owners with no professional representation. Realtors have the knowledge and experience to help consumers price a home accurately and navigate the intricate details surrounding a real estate transaction.”
The 2006 campaign will feature two new television commercials and two new radio spots as well as new customizable print ads, posters and Web banners for state and local associations to use. The television and radio commercials will run on network and cable television stations from March 6 through the end of September. This year’s campaign builds on the success of last year’s first ever Spanish-language television ad with a new Hispanic ad that will begin airing on Spanish-language television networks March 6.
For the first time, ads will air during the NCAA basketball playoffs. The spots will air in prime time on such popular programs as Extreme Makeover Home Edition, CSI Miami and The George Lopez Show. Ads will also air on morning and evening news shows like ABC’s Good Morning America, CBS’ Sunday Morning News and CBS’ Late Show with David Letterman. On cable, the ads will run on networks such The Learning Channel, Home & Garden Television and Discovery Home.
The network television and radio advertisements have changed the way consumers think about buying and selling real estate. A 2005 tracking study found that approximately three out of four consumers, 73 percent, are aware of the NAR’s advertising campaign.