This morning I began my day at the Consumer Communications Committee at 9:00am. My role as the current vice-chair of the Member Communications Committee gives me a seat at the table for our “sister committee.” With my history of being on staff at NAR in the communications department for two years as the director of Social Business Strategy, I have always kept a keen eye on our consumer outreach efforts. The committee update on the Get Realtor® campaign was presented at the meetings and it was incredible.
The evolution of communications at NAR has brought a smarter system of marketing, moving beyond a broadcast focus to the use of integrated media pieces and multi-channel digital campaigns. The highlight reel of the Get Realtor® campaign showed quite a bit of the Modern Family integration, but we also saw the “Importance of Coaching” piece with golf coach Sean Foley and examples of other brand partnerships. If you aren’t familiar with this campaign, you can get more information here.
The advertising campaign has pushed more than a million visits each to the Realtor.com® Get Realtor® page and to Houselogic. Many states and local associations have also created customized campaigns for their membership using the same theme. The research conducted and the response to the campaign bears out the effectiveness of the campaign at raising awareness of the REALTOR® brand and helping differentiate between REALTORS® and real estate agents.
From the thoughtful articulation of our partner agency on the role that REALTORS® play in helping bring an unflinching optimism to the home buying and selling process, it’s clear that the evolution of the campaign will continue to bring even more success. Exciting to see and much to look forward to!
The committee was also briefed on a new “Ad Center” that will provide our members with access to a digital library of NAR content for download and use in your own marketing; the library will include audio, video, print, and social assets. I’m sure more information will be available as the platform is rolled out in 2017.