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The national trade association for real estate agents is launching a new advertising campaign to urge potential homeowners not to seek out new residential properties on their own.
"When it comes to real estate and the Internet, today's consumers don't always know what they don't know," said Tom Salomone, president of the National Association of Realtors (NAR) and broker-owner of Real Estate II Inc. in Coral Springs, Fla. "The ‘Get Realtor’ demonstrates how [real agent members of NAR] can help buyers, sellers and investors succeed.”
This initiative is being spearheaded by the advertising agency Arnold Worldwide, which created campaigns for major brands including Volkswagen, Ocean Spray and Progressive, and will incorporate print, radio and online advertising—with a heavy emphasis on the latter.
“Contemporizing an established brand will take time,” added Salomone. “To reach new generations, we've created advertising that is dramatically different and bold enough to break through the clutter and get noticed, and help drive consideration of Realtors. Also, our own research found that consumers have anxiety about reaching out from behind their tech screens for professional assistance … with this campaign, consumers will be exposed to a redefined brand in more contemporary channels that demonstrates why consumers need to ‘Get Realtor.’”