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The National Association of REALTORS® is building on the success of its award-winning “That’s Who We R” ad campaign with new TV commercials, radio spots, social ads, and branded content partnerships that have begun rolling out for 2022. In this fourth wave of the campaign, NAR will further emphasize the difference between REALTORS® and non-member agents and listing apps through emotional and real-life storytelling.
The new campaign officially launches on Feb. 8. NAR is also releasing campaign advertising and social assets for members and REALTOR® associations to use in their marketing outreach that are available at ThatsWhoWeR.realtor and on NAR’s Photofy app.
“In 2022, the ‘That’s Who We R’ campaign shows compelling reasons to trust a REALTOR®, by demonstrating how they go above and beyond to make property ownership a reality,” says Karen Bebart, NAR’s director of consumer strategy and brand advertising. “The work focuses on the deep expertise of REALTORS®, human stories about their extraordinary caring, and their commitment to ethics, which validate an elevated experience compared to working with a non-member agent or using a ‘do-it-yourself’ tech platform.”
The NAR consumer ads have expanded their outreach since the 2019 start of the “That’s Who We R” campaign. The 2022 campaign ads stress professionalism and doing the right thing on behalf of clients. They feature different storylines around real estate transactions to capture the authentic, emotional, and unexpected moments that can occur in the buying process and how REALTORS® rise to help navigate those challenges.
“I can see my past clients and fellow members in these spots, so while these may be acted out commercials, they are as true to life as they can be,” says Justin Knoll, 2022 chair of NAR’s consumer communications committee. “The combined vision of the committee, staff, Havas, and industry professionals for consumer-facing media in 2022 is inspiring and speaks directly to REALTOR® expertise, commitment to ethics, and the relationships they foster throughout a home sale or purchase. The new spots breathe life into the connections we have and demonstrate how crucial it is to be the best advocate we can for our clients’ housing dreams.”
Beginning Feb. 8, new TV commercials will air across a variety of cable and syndication networks, such as on HGTV, Food Network, TBS, Bravo, and the newly launched Magnolia Network as well as on streaming services like HBO Max, Peacock, and more. The new ads also will stream during NCAA’s basketball March Madness and will air on the radio.
The “That’s Who We R” TV spots feature four storylines.
How to Access the Ads for Your Use
The new 2022 campaign assets are available for REALTORS® to download and use locally. Select from digital banners, print ads, and social images, along with suggested post copy to include.
Find 2022 campaign assets at: NAR.realtor/thats-who-we-r/campaign-marketing-assets
Also, REALTORS® can find social assets and images on NAR’s Photofy app. Photofy allows you to personalize the campaign assets you use along with your photo or logo and contact information. Access the app: Photofy.com/nar