NAR’s 2022 ‘That’s Who We R’ Ad Highlights Realtor® Ethics and Expertise — RISMedia
The National Association of Realtors® announces its fourth national “That’s Who We R” advertising campaign, featuring real estate agents® in action and how they help consumers. The new creation further distinguishes REALTORS® –members of NAR and guided by the association’s code of ethics–non-member agents and “do-it-yourself” technology platforms.
Created in partnership with Havas Chicago, the series of television, audio and digital creative spots uses emotional, real-life storytelling to bring to life the tangible and meaningful benefits of working with a real estate agent.® in the increasingly competitive and complex process of buying and selling goods.
“These announcements highlight the REALTORS value® contribute by showcasing the dedication, expertise and professionalism of our members,” said Victoria Gillespie, Director of Marketing and Communications for the NAR. “As a former agent and realtor®, I personally know how we go above and beyond to make ownership a reality for our clients. By establishing and cultivating trusted partnerships with millions of potential homeowners, real estate agents® are not only champions for consumers, but also for the communities they serve.
“The National Association of Realtors® has 1.5 million members and we take tremendous pride in being expert guides and supportive advisors at every touchpoint throughout the real estate transaction,” added NAR President Leslie Rouda Smith, Realtor .® of Plano, Texas and Associate Broker with Dave Perry-Miller Real Estate in Dallas. “I am extremely proud of NAR’s ad campaign and how it delivers on our promise to members, boldly singling out real estate agents® in the crowded real estate sector.
Simple yet personal and emotional moments throughout the spots act as a connection point for viewers and listeners. The ads tap into a diverse set of characters and real estate situations — residential and commercial — that work together to be relatable on a grand scale. In each situation, viewers will see how REALTORS®‘unparalleled expertise, ethics and neighborhood knowledge guide consumers through many scenarios, building and inspiring confidence despite surprises.
“We understood that our creative perspective needed to resonate instantly with consumers who were unsure who or what to trust on their individualized journey to ownership,” said Myra Nussbaum, President and Chief Creative Officer, Havas Chicago. . “Cultural truth is brought to life through the mix of authentic, emotional and unexpected moments that can occur throughout the property buying process. The result is a creative narrative that shows how real estate agents® partner with their customers on what is often the biggest purchase a person makes in their lifetime. »
The TV campaign will launch 15- and 30-second versions with creative extensions across various media touchpoints, including streaming and terrestrial audio, social media and branded content partnerships. In addition to paid media led by Havas Media, NAR will again launch a full suite of new advertising and social media assets, created in conjunction with the 2022 campaign imagery and messaging, for its members and real estate agent.® associations to be mobilized locally.
The “That’s Who We R” TV spots feature four storylines, including “The Neighborhood”, “The Right Thing”, “The Search”, and “The Unexpected”.
Visit ThatsWhoWeR.real estate agent for more information on NAR’s “That’s Who We R” national advertising campaign. For more information, visit nar.real estate agent.