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The “That’s Who We R” messaging from the National Association of REALTORS®’ consumer advertising campaign, which already reaches a multitude of audiences through a mix of mediums and partnerships, will have a stage during the 2024 summer games in Paris.
NAR’s ad spots promoting the value and expertise REALTORS® bring to consumers will run on platforms covering the games, including the NBC Olympics app and Peacock streaming service, beginning Friday. The campaign also will have a national radio presence, with messaging included in one-minute news reports highlighting the action in Paris. NAR’s strategy around the summer games is expected to generate 47 million media impressions for the REALTOR® brand.
While it’s a unique and major opportunity to raise consumer awareness about the advantages of working with a REALTOR®, the summer games are just a part of NAR’s long-term effort. Since 2019, “That’s Who We R” has been seen and heard on traditional TV and radio, video streaming and digital audio platforms, social media, and online search engines. The strategy is working: Research shows that 85% of consumers who see NAR’s messaging are more likely to use a REALTOR® in the future.
NAR’s consumer advertising campaign also recently partnered with the NAR advocacy team to launch digital ads in The Washington Post, Politico and other top-tier news publishers. The ads share how REALTORS® help influence housing policy on Capitol Hill for the benefit of homeowners, proclaiming messages such as “NAR supports the More Homes on the Market Act”—a bipartisan bill that would double the capital gains exclusion for sales of principal residences—and “NAR is for housing affordability.” The ads will continue to run through the end of July.
NAR also launched an innovative series of three videos, called “Making the Move,” in partnership with theSkimm, a lifestyle media company with more than 12 million active subscribers. The videos feature real home buyers and sellers who discuss their homeownership journey and how an agent who is a REALTOR® helped their transaction reach a successful close. Appearing across theSkimm’s newsletters and social media, the video series is expected to garner more than 30 million impressions. NAR members can share the videos with their clients, along with all content NAR creates with outside publishers, and leverage a library of social assets online or through the Photofy app.
NAR’s “That’s Who We R” campaign, now in its sixth iteration, aims to demonstrate what REALTORS® do for consumers and highlight relatable experiences as home buyers and sellers navigate the complexities, pitfalls, risks and rewards of the real estate market.
“There’s no substitute for the expertise, market knowledge and commitment to ethics that define what it means to be a REALTOR®,” says NAR President Kevin Sears. “I’m proud of the work that our 1.5 million members are doing every day to serve their clients, whether they’re working with expanding families or couples looking to downsize, first-time buyers or entrepreneurs looking to grow their business. This campaign spotlights those stories.”