That's Who We R Campaign FAQ

Through this campaign, NAR aims to demonstrate to consumers the value REALTORS® bring to the real estate transaction and beyond – in their communities, in their understanding of local markets, and in their influence on public policies that encourage and facilitate real property transfer and ownership.

As the communications environment becomes ever more cluttered, NAR’s Consumer Advertising Campaign ensures that the REALTOR® brand remains front-and-center with consumers through a comprehensive, multichannel strategy to reach consumers and REALTORS® wherever they are—including online platforms such as YouTube, Facebook and Instagram; digital channels like Hulu, Amazon, and Roku; and traditional channels like television, radio, and print.

The new campaign is driven by three primary goals:

• Demonstrate the value of a REALTOR® to consumers
• Distinguish REALTORS® from other real estate agents, and listing apps
• Deliver members a sense of pride in being a REALTOR®

With an integrated strategy aimed at both consumers and NAR’s 1.5 million members, this campaign shines a light on the incredible value and service REALTORS® provide to their clients, while adhering to the REALTOR® Code of Ethics. It also shows that REALTORS® are a powerful, positive force in the communities where they live and work as volunteers and advocates for property ownership.

The National Association of REALTORS®' Board of Directors voted on November 17, 1997 to fund an initial national advertising campaign for three years beginning in July 1998, and the Board has continued to approve the extension of the campaign in three-year cycles. NAR's campaign materials have evolved over the years and currently include video, radio, digital, and social media content, as well as strategic media partnerships. New campaign materials will be available for members as well as state and local REALTOR® associations to run in their own areas.

NAR’s Consumer Communications Committee has oversight for the Consumer Advertising Campaign. The committee makes recommendations to the NAR Leadership Team for consideration and final approval. In late 2018, Havas Chicago—a global, award-winning advertising firm—became NAR’s creative agency and began working with NAR’s Consumer Communications Committee and staff on new goals and introduced the That’s Who We R campaign. NAR continues to work with Havas Media in Boston to deliver the multichannel media strategy and implementation reaching consumers.

NAR members have been funding consumer advertising for 20+ years through a per-member special assessment. The assessment provides incredible value, giving a national audience to showcase the REALTOR® brand difference and the value of a REALTOR®. Thanks to the special assessment, NAR is one of only a few associations with the scale to undertake a national brand advertising campaign to tell the public the REALTOR® story – which supports every member.

After 13 years without an increase, NAR’s 2022 Board of Directors voted to increase the per member assessment to $45 annually for the years 2023-2027.

NAR employs an ongoing brand tracker and fields a consumer survey at least annually, to analyze how consumers feel and think about REALTORS® and the REALTOR® brand. The consumer perceptions allow NAR to adapt their marketing and brand strategies accordingly.   

Performance of specific creative executions and media strategies are measured via brand lift studies and consumer engagement metrics that reveal key consumer insights about our target audiences.   

Also, a statistically valid random sample of REALTORS® from across the country are surveyed to assess engagement with and affinity for the ad campaign and its elements.

Campaign materials will be provided on www.ThatsWhoWeR.realtor for use in their local markets. Access print and banner ads, posters, social posts, and links to TV and radio spots.

Also, follow @REALTORS across Facebook, Twitter, and Instagram to access and share the social content that will be published on an ongoing basis as part of the new campaign.

Visit www.ThatsWhoWeR.realtor to learn about the strategy and research behind the campaign, and to view current campaign materials.

Follow @REALTORS on Facebook, Twitter, LinkedIn, and Instagram to leverage the social elements of the campaign across your own social networks.

For any additional questions, contact NAR’s Karen Bebart at kbebart@nar.realtor.