Marketing

NAR keeps plugging realtor.com in new national TV spot

$25 million 'Real People' campaign kicked off before News Corp. acquisition

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The National Association of Realtors may no longer hold an ownership stake in realtor.com operator Move Inc. or have a seat on the company's board of directors, but the trade group appears to be committed to promoting the realtor.com brand. NAR aired a 33-second TV ad during the Grammy Awards on Sunday on CBS promoting both Realtors and its official consumer website, realtor.com. NAR began deeply integrating realtor.com into its national consumer marketing with the launch of its $35 million "Real People" campaign last July, which also marked the first time the trade association had coordinated its consumer messaging so tightly with realtor.com and Move. Then, last fall, News Corp. announced its intention to acquire Move for $950 million -- a deal that could only go forward with NAR's blessing. https://www.youtube.com/watch?v=CcfAUCJzOv8 Move spent an estimated $25 million on its realtor.com national marketing campaign last year, which was aided by an additional ...