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Published in RISMedia
The viability of the National Association of REALTORS®' (NAR) 1.4 million members depends on the free, transparent and efficient transfer of property in this country.
NAR continues our work to rectify mistakes of the 20th century and believes that fair housing protections are vital to advancing our progress toward thriving and inclusive U.S. communities.
As part of the ongoing effort to reaffirm our commitment to fair housing, NAR recently launched a new nationwide advertising campaign in which we declare "Fairness is worth fighting for, and we won't stop until the fight is won."
The initiative is an extension of NAR's "That's Who We R" campaign, and underscores the critical role the Code of Ethics plays in driving our decisions as REALTORS®.
Earlier this year, NAR unveiled our ACT! Fair Housing initiative to maximize our members' role in combating discrimination and protecting housing rights in America.
The most recent fair housing advertisements began in mid-summer 2020, highlighting the fact that NAR's strict Code of Ethics exceeds federal anti-discrimination housing laws. Among other prominent national outlets, the ads have appeared in The New York Times and The Wall Street Journal.
The next phase of the campaign will expand on that message by reminding consumers of the importance of working with a REALTOR®.
With an opportunity to solidify the key role REALTORS® will play in shaping the future of American real estate, we are working to communicate these messages to a number of unique audiences, including first-time homebuyers, marginalized groups, lawmakers and our REALTOR® members. This expanded rollout will appear on Amazon Fire, Apple TV, Spotify, Essence, Oprah Winfrey Magazine, Snapchat, Facebook, Instagram and numerous top-rated podcasts.
NAR is also providing print and social media assets for state and local associations, brokerages and members to amplify this fair housing message. These materials, which also include a billboard option or a poster for your office, are available at ThatsWhoWeR.realtor, and on the Photofy app.
NAR President Vince Malta has called this campaign "a key moment of opportunity for REALTORS® to own this commitment to fair housing in a public way."
In 2020, successful brands cannot simply articulate their views and assume the public will take them at their word; they must implement meaningful actions that align with their core values. It is not enough for us to believe in fair housing, we must take action to ensure every responsible, creditworthy American—regardless of their race, nationality, sexual orientation or religion—has the same opportunity to secure the American Dream of homeownership. That is a fight worth fighting. And we won't stop until the fight is won.
Victoria Gillespie is senior vice president, chief marketing and communications officer for the National Association of REALTORS®, where she oversees marketing, communications and events teams. For more information, please visit www.nar.realtor.