Customers Share Experiences in Seventh Season of Realtors(r)' Public Awareness Campaign 2/3/2004
From: Steve Cook of the National Association of Realtors(r), 202-383-1014 or scook@realtors.org CHICAGO, Feb. 3 -- The National Association of Realtors(r) Public Awareness Campaign will return to the airwaves this month for the seventh consecutive year with two new television and three new radio advertisements featuring actual homebuyers and sellers recounting their real-life marketplace experiences. The new ads, which break on network radio the week of Feb. 9 and on network television the week of March 8, conclude with a compelling consumer call to action, "Ask if your agent is a Realtor(r), a member of the National Association of Realtors(r)." Two of the TV spots and two of the radio spots feature consumers talking about buying and selling homes. The seller spot specifically takes aim at the for-sale-by-owner (FSBO) market. Consumers share their own nightmarish experiences and concerns, and advise viewers that the alternative of selling with a Realtor(r) is clearly the best choice. A third new radio spot is targeted to the commercial real estate market. In addition, two ads from last year's campaign featuring Realtors(r) Linda Norton of Fort Collins, Colo., and John Green of Memphis, Tenn., recipients of REALTOR(r) Magazine's Good Neighbor Awards in 2002, will continue to run in 2004. The National Association of Realtors(r) will spend about $20 million to run more than 4,300 spots on broadcast and cable time through October. This national media plan includes new sponsorships with ESPN Radio's Major League Baseball coverage of the Sunday Night game and Westwood One's radio broadcast of the 2004 Summer Olympics, featuring a sponsorship position with Bob Costas. Early morning programs, like NBC's Today Show, and late night TV, on programs like David Letterman, will continue to complement network TV news with Tom Brokaw (NBC), all of which have been a part of NAR's national television buy in the past. In cable, the Public Awareness Campaign message will be seen on networks like the Discovery Channel, Home and Garden Television, and A&E. The spots will continue to run on network radio, such as Westwood One and National Public Radio. In addition, Hispanic radio spots are scheduled on Univision to reach prospective Hispanic customers in Spanish. This year's campaign follows a highly successful season last year, when public support for Realtors(r) improved dramatically, more than during any other 12-month period in the lifespan of the campaign. Tracking research found that more consumers than ever believe that using a Realtor(r) makes selling a home easier; that buyers and sellers can be confident in using a Realtor(r); and that Realtors(r) can more effectively promote the sale of homes than sellers can on their own. The National Association of Realtors(r), "The Voice for Real Estate," is America's largest trade association, representing more than 972,000 members involved in all aspects of the residential and commercial real estate industries. ------ Information about NAR is available at http://realtor.org. This and other news releases are posted in the Web site's "News Media" section. REALTOR(r) is a registered collective membership mark which may be used only by real estate professionals who are members of the NATIONAL ASSOCIATION OF REALTORS(r) and subscribe to its strict Code of Ethics. |