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Company: National Association of REALTORS® / Chicago / IL
Nomination Submitted by: Havas Chicago
Company Description: National Association of REALTORS® (NAR) is the world’s largest trade association with 1.5MM members. A REALTOR® is a real estate professional who is a member of the National Association of REALTORS® and subscribes to its strict Code of Ethics. While every REALTOR® is a real estate agent, not every real estate agent is a REALTOR®. The difference between an agent and a REALTOR® is real.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Real Estate
 Nomination Title: National Association of REALTORS® - "That's Who We R"
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
That's Who We R campaign launched on 02/15/2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 243 words used.
In 2021, “home” was seen through the lens of a global pandemic, shifting work dynamics, economic and social unrest, and an evaluation of life in general.1 Those who wanted to achieve homeownership during this time were navigating the most complex and challenging real estate market we have ever seen, and the difficulties of becoming a homeowner were making headline news. 2
While there was uncertainty, there was also a great deal of optimism. In this moment, they were buying more than a house, they were deciding the life they wanted to create.3
In the real estate category, digitization was removing humanity from the transaction and some category messaging was deprioritizing the partnership between client and real estate professional.4 In fact, tech-based brands continued to communicate that homebuying could be simple with the right property search tools. But the market was too complex to focus on the home search alone.We set out to prove that REALTORS® stand for something greater than a property search. REALTORS are members of the National Association of REALTORS® (NAR) and abide by NAR’s strict Code of Ethics. In order to drive likelihood to work with a REALTOR®, we demonstrated the ethics and expertise that agents who are REALTORS® bring to every client relationship. In highlighting these moments, we put emphasis on the futures that are possible as a property owner, and the role of a REALTOR® as the right partner to help unlock these futures.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
Our strategy tapped into the tension between optimism and the reality that in 2021 doors continued to close around us and futures felt on hold.5 People wanted to look forward to what their life could be beyond this moment. For first time homebuyers in particular, the property buying process continued to become more complicated.6 One of the most difficult and emotional decisions in life now felt more complex and filled with uncertainties.7 We thought about this moment as an opportunity, not another closed door. We harnessed the power that comes with the mindset that uncertainty can be transformed into opportunity. That belief became the guiding insight of the campaign. We positioned REALTORS® as professionals capable of unlocking the benefits of homeownership alongside homebuyers in ethical, emotional ways. Our campaign idea was that REALTORS® go beyond opening doors to the right properties, they open doors to all the opportunities that property ownership creates. Creative centered around “doorway moments” that represented the partnership between clients and agents who are REALTORS®. It was in these moments that we paired REALTOR® expertise and ethics with the opportunities these differentiators help create for future property owners. In the media landscape, video formats reach first-time homebuyers with messages of optimism and opportunity. Social and content partnerships provide actionable guidance to first-time homebuyers. Customizable campaign assets position NAR’s 1.5MM members as enablers of opportunity. This ecosystem dimensionalized the personal, financial, and social benefits of ownership and a REALTOR®’s role in making them possible.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 250 words used.
REALTORS® Open Doors To Opportunity in three key ways.
REALTORS® are ethical experts in the buying process.8 We demonstrated their expertise through video, showing them alongside clients as they navigated the property buying process. We used our social channels and content partnerships to create utility for the brand with actionable homebuying guidance.
REALTORS® create opportunities through their volunteerism and local service. We communicated this pillar of our strategy through content partnerships with Vice, Washington Post, and iHeart’s Stuff You Should Know. These storytelling partnerships deepen our connection with consumers and increase consumer understanding of the distinction between REALTORS® and non-member agents.
REALTORS® open doors to opportunity through their advocacy which makes housing fairer and more affordable for all.10 As a result, more people can access the opportunities associated with homeownership. We communicated these opportunity-creating actions of REALTORS® through social and digital campaigns with publishers like Snapchat and The Daily Beast.
In order to increase consideration of REALTORS® among first time homebuyers, we needed them to learn that a REALTOR® does more than simply open doors to homes, like they may see on cable shows, but they have the power and expertise to help unlock the positive social and financial impacts of property ownership.
This campaign ecosystem created strong results:
- [REDACTED FOR PUBLICATION]
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 150 words used.
- Time, ‘Why the Covid-19 Pandemic Has Caused a Widespread Existential Crisis’, December 29, 2020 (SOURCE)
- New York Times, ‘Burned by Hot Housing Market, Some Buyers Back Off’, July 23, 2021 (SOURCE)
- Nerd Wallet, ‘Home Buyer Optimism Returns After Harsh 2020’, January 26, 2021 (SOURCE)
- Apptopia, article, Zillow App Breaks Personal Record with 2.2 million DAUs, August 2020 (SOURCE)
- Goldman Sachs, ‘Survey: Doors Opening But Not in the Clear’, April 20, 2021 (SOURCE)
- CNBC, ‘Consumers are less confident about housing, but searching for these topics are soaring’, August 10, 2020 (SOURCE)
- NBC News, ‘How did the housing market turn white-hot? It wasn’t just the pandemic’, July 6, 2021 (SOURCE)
- NAR Designations and Certifications, 2021 (SOURCE)
- REALTORS® Honored for Giving Back, 2021 (SOURCE)
- NAR Federal Issues Tracker, 2021 (SOURCE)
- [REDACTED FOR PUBLICATION]
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