The National Association of Realtors’ multi-million-dollar broadcast advertising campaign will continue this year, with ads planned on primetime shows such as “The West Wing,” “Law & Order,” and “CSI Miami,” among other spots, the association has announced.
In May, the association’s board of directors voted to continue a special annual assessment of $20 million per member to pay for the campaign through 2006, and this assessment would rise to $25 in 2007 to meet expected higher advertising costs.
The association’s 2005 campaign will feature four new television commercials and four new radio spots, as well as printed ads, posters and Web banners for state and local associations to use. The television and radio commercials will run from Feb. 7 through the end of October as part of a $25 million advertising campaign.
The public awareness campaign is now in its eight year. New this year, the ads encourage consumers to contact a Realtor first when it comes time to buy or sell a home or lease a commercial space. The advertisements seek to remind consumers that not all real estate agents are Realtors, and the ads urge consumers to look for the Realtor “R” on their agent’s business card. The ads also seek to differentiate Realtors from others in the real estate business by stating, “Ask if your agent is a Realtor, a member of the National Association of Realtors.”
This year’s campaign will include the association’s first-ever Spanish-language television ad. The new spot, which closely resembles the English-language version, features Hispanic Americans sharing their hopes, dreams and stories about trying to achieve the American dream of homeownership. The new Hispanic television and radio ads will begin airing on Spanish-language networks in mid-March.
“NAR’s Public Awareness Campaign helps millions of potential home buyers, home sellers and commercial business owners understand the value of working with a Realtor,” said Al Mansell, association president and CEO of Coldwell Banker Residential Brokerage in Salt Lake City.
Advertisements are also planned to air on NBC’s “Today,” ABC’s “Good Morning America” and CBS’ “Late Show with David Letterman.” In addition, ads will begin airing next week on cable networks including A&E, The Learning Channel, Home & Garden Television, Discovery Home, The Food Network and The History Channel.
The campaign will also continue its sponsorship of network radio programming, including NPR’s “Morning Edition” and “All Things Considered,” ESPN Radio’s coverage of Major League Baseball.
A 2004 tracking study found that approximately three out of four consumers, about 71 percent, are aware of the association’s advertising campaign. The survey also found that more consumers than ever are likely to select a Realtor to help them buy or sell a home. Consumers’ preference for working with a Realtor has increased from 58 percent in 2000 to 72 percent in 2004.
The National Association of Realtors has over 1 million members.
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