The California Association of Realtors has answered the question, “What’s in a name?” with a radio advertising campaign. In an effort to convince consumers that there is a clear differentiation between Realtors and real estate professionals who do not carry that title, the state association is paying $1.6 million for 60-second radio advertisements, to be aired throughout the state, pronouncing the importance of the Realtor designation.


There are more than 135,000 Realtors in the state association, which is headquartered in Los Angeles, and there are more than 1 million Realtors in the nation.


The association began the ad campaign in 2003, and research conducted after the ads aired found that consumers assigned increasing importance to working with Realtors vs. non-Realtors.


“Based on the success of the campaign last year, we are again focusing our marketing efforts on the continuation of the differential message between Realtors and real estate agents,” said Ann Pettijohn, association president. “The research conducted last fall clearly indicated that our message is making an impact with our consumer audience.”


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