The National Association of Realtors (NAR) rolled out its fifth “That’s Who We R” national advertising campaign on Wednesday after implementing a $10 membership fee hike, which the trade group said is dedicated to promoting the Realtor brand.
The campaign’s message this year is “here for it all.” The trade group said this message is aimed at showing prospective buyers and sellers how realtors work to “make the dream of property ownership a reality for their clients.”
“These ads showcase the trusted relationship between Realtors and their clients,” Victoria Gillespie, NAR‘s chief marketing and communications officer, said in a statement. “As a former agent and Realtor, I know the dedication, expertise and professionalism required during the often long, complex and emotional process. I am excited that these spots allow us to authentically demonstrate the Realtor difference in action, with clients and within their communities.”
The ad campaign’s launch comes after NAR raised its yearly special assessment dues that fund campaign from $35 to $45. This fee is in addition to NAR’s $150 annual membership dues.
The fee hike was announced early last May at NAR’s Legislative Meeting, where it became the center of controversy, as NAR said the assessment would help the trade group compete with emerging real estate brands such as Zillow, Compass, Redfin, Opendoor, Offerpad, and Ribbon, which include many current NAR member agents.
The campaign was created by ad agency Havas Chicago and it differentiates between realtors, non-member agents and “do-it-yourself’ tech-powered platforms. It features eight TV commercials and five radio commercials.
“Whether it is your first time or your third time, the journey to property ownership can be stressful, even without changing market conditions and unexpected challenges,” Myra Nussbaum, the president and chief creative officer of Havas Chicago, said in a statement. “We chose to focus on the personal, relationship-building moments that go beyond home search apps or showings. Viewers will see a variety of stories with real, surprising moments, such as moving closer to friends or relatives, or finding the right space for a growing family. No matter the experience, the stories emphasize Realtor expertise and the value they bring to their clients.”