Potential impacts of joint national marketing campaign ‘underappreciated’

Agents could benefit if campaign boosts traffic, site awareness

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A joint marketing campaign from the National Association of Realtors and Move Inc.-operated is expected to boost traffic and awareness of the site -- a potential boon to agents and brokers whose listings appear on or who advertise on the site. While the drama surrounding the defections of two key Move executives last month seems to weigh heavily on the minds of Move shareholders and other industry observers, the joint NAR/ marketing campaign is likely to have a bigger impact on the fortunes of Move and NAR's official site,, according to a report from Ian Corydon, a senior analyst and director of research at investment bank B. Riley & Co. The campaign's implications are "underappreciated," according to Corydon. NAR, which "historically has focused its marketing on its members, appears to be repositioning a significant amount of its large (around $40 million) advertising budget to focus on promoting the brand," C...