Unlocking the Expertise: NAR's 'That's Who We R' Campaign Shines Light on REALTOR® Value in 2024
In a bid to showcase the invaluable expertise and commitment of REALTORS® nationwide, the National Association of REALTORS® (NAR) has launched the sixth edition of its "That's Who We R" national advertising campaign. Spearheaded by Nicola Esposito, the 2024 Chair of NAR's Consumer Communications Committee, this hyper-focused campaign aims to provide consumers with a firsthand look at the unique value REALTORS® bring to the real estate process.
Esposito emphasizes the campaign's dedication to accentuating the authentic partnership between REALTORS® and their clients, demonstrating moments of genuine connection even in the face of potentially stressful and unknown transactions. The campaign, conveyed through visual, audio, and digital storytelling, underscores what sets REALTORS® apart in the bustling real estate industry: unwavering commitment to the REALTOR® Code of Ethics, access to specialized resources, and unparalleled expertise in their local markets.
NAR President Kevin Sears, Broker at Sears Real Estate in Springfield, Massachusetts, asserts, "There's no substitute for the expertise, market knowledge, and commitment to ethics that define what it means to be a REALTOR®." He expresses pride in the 1.5 million members who serve clients daily, spotlighting their efforts in working with diverse clientele, from expanding families to downsizing couples, first-time buyers to entrepreneurial individuals looking to grow their businesses.
The campaign strategically uses diverse characters, locations, and scenarios to illustrate various stages of the home buying or selling process. It reinforces the pivotal role of agents who are REALTORS® at every transaction point, showcasing their commitment to prioritizing clients' interests from the initial interaction to the closing table and beyond.
Nykia Wright, NAR Interim CEO, notes the increasing need for professionalism and expertise in today's fast-evolving real estate landscape. She asserts that agents who are REALTORS® deliver unmatched value throughout the entire process, striving to turn the dream of homeownership into reality for clients across the country.
The multi-channel advertising campaign will be visible across modern touchpoints, including broadcast and streaming platforms, online and terrestrial audio, social media, and custom content partnerships. The initial wave of advertisements, titled "Process," is designed to engage and resonate with a broad audience.
In conjunction with the campaign, NAR introduces the fourth season of its docuseries, "First-Time Buyer," now available on Hulu and FirstTimeBuyer.realtor. Filmed in Chicago, Oklahoma City, and Tulsa, the series follows individuals and families on their first homebuying journeys, emphasizing the indispensable role of REALTORS® in helping secure dream homes. This unscripted television series demystifies complex concepts like HUD and VA loans, equity-building strategies, and the unique intricacies of condo purchases.
Suzanne Bouhia, NAR's Chief Marketing and Communications Officer, affirms the commitment to sharing an authentic, relatable portrait of REALTOR® value through the 'That's Who We R' campaign. Additionally, "First-Time Buyer" enriches the narrative by providing valuable education within an entertaining storytelling format, serving as a resource for anyone aspiring to purchase their first home.