NAR touts in $35M ‘Real People’ marketing campaign

Campaign amplifies 'Accuracy Matters' message, value of working with agent

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The National Association of Realtors has launched a $35 million national consumer marketing campaign that will promote both Realtors and NAR's official consumer website, NAR's "Real People" campaign features ads across TV, digital, radio and mobile channels and was designed to complement operator Move Inc.'s "Accuracy Matters" campaign launched in May. NAR's campaign targets homebuyers and sellers aged 25 to 54. The new 30-second TV spot features consumers touting the accuracy of, the portal's mobile app and the advantage of using a Realtor. It ends with the voice-over tagline, " and Realtors. Together, we make home happen." In addition to the marketing campaign, NAR is also embarking on a "comprehensive" public relations effort, "Real Insight," that will showcase the value of having local knowledge and accurate information in the homebuying and selling process. NAR's new 30-second TV spot features both an...