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The Nationwide Affiliation of Realtors (NAR) rolled out its fifth “That’s Who We R” nationwide promoting marketing campaign Wednesday, contemporary off a $10 membership price hike devoted to selling the Realtor model.

The marketing campaign’s core message this 12 months is “right here for all of it” with the purpose of exhibiting how the nation’s greater than 1.5 million Realtors work to make the dream of property possession a actuality for his or her purchasers, the commerce group mentioned in an announcement.

“These advertisements showcase the trusted relationship between Realtors and their purchasers,” mentioned Victoria Gillespie, NAR chief advertising and communications officer in an announcement.

“As a former agent and Realtor, I do know the dedication, experience and professionalism required through the usually lengthy, advanced and emotional course of. I’m excited that these spots enable us to authentically reveal the Realtor distinction in motion, with purchasers and inside their communities.”

The advert marketing campaign’s newest launch comes after NAR raised the yearly particular evaluation that funds the marketing campaign from $35 to $45, beginning this 12 months. That is along with NAR’s $150 annual membership dues. The rise was controversial, inflicting some members to guage their NAR membership and the worth of the advert marketing campaign. The price hike additionally triggered a stir as a result of NAR mentioned the evaluation would assist the commerce group compete with rising actual property manufacturers, together with its personal members.

The “That’s Who We R” marketing campaign, created by advert company Havas Chicago, continues to distinguish between Realtors and non-member brokers and “do-it-yourself” tech platforms, which was the first focus of the marketing campaign final 12 months. Solely members of NAR can name themselves Realtors.

“Whether or not it’s your first time or your third time, the journey to property possession may be aggravating, even with out altering market circumstances and sudden challenges,” mentioned Myra Nussbaum, president and chief artistic officer of Havas Chicago, in an announcement.

“We selected to deal with the non-public, relationship-building moments that transcend residence search apps or showings. Viewers will see quite a lot of tales with actual, stunning moments, akin to transferring nearer to buddies or family members, or discovering the precise house for a rising household. Irrespective of the expertise, the tales emphasize Realtor experience and the worth they carry to their purchasers.”

The marketing campaign options eight TV commercials (4 tales instructed in both 30 seconds or 15 seconds) and 5 radio commercials. Two of the 4 tales instructed within the TV commercials deal with industrial property possession, which was not a spotlight in final 12 months’s marketing campaign. In a single, a Realtor who works in industrial actual property finds a storefront for a furnishings maker; in one other, a Realtor who frequents a donut meals truck encourages the proprietor to open up a brick-and-mortar bakery and helps her purchase a property.

The 2 residential TV spots focus, respectively, on a city-based couple who want extra room for his or her newly-adopted canine and on empty-nesters who transfer from their suburban single-family residence to a apartment within the metropolis the place they stay in the identical constructing as their daughter and her household.

The radio commercials tout Realtors’ lobbying efforts, code of ethics, and volunteerism.

“From native city councils to Capitol Hill, brokers who’re Realtors are standing up for what’s proper,” one radio script reads.

“We’re right here defending property rights. Right here for advocating for the problems that have an effect on our neighborhoods. Right here championing honest and equitable housing for all. As a result of we’re Realtors, certain by a code of ethics, pushed to serve our communities. We’re right here for all of it. Right here for you. Realtors are members of the Nationwide Affiliation of Realtors. That’s who we’re.”

This 12 months’s advert marketing campaign might be featured on broadcast and streaming platforms, on-line and terrestrial audio, social media and branded content material partnerships, in keeping with NAR. Because it has up to now, the commerce group may also provide its members and Realtor associations new promoting and social media supplies with 2023 marketing campaign imagery and messaging for native use, NAR added.

“NAR’s 1.5 million members are the Realtor model, possessing a radical understanding of the actual property transaction and native market circumstances; an unparalleled dedication to ethics; impactful group and civic engagement; and an empathic, human method,” mentioned NAR President Kenny Parcell in an announcement.

“Brokers who’re Realtors are right here for you no matter your path to property possession could seem like.”

E-mail Andrea V. Brambila.

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