ShareTwelve hundred news stories. Two media tours. More than 4,800 shares on social media.
With help from the National Association of REALTORS®’ Practice Changes Toolkit, associations everywhere spoke directly to hundreds of millions of consumers, members and stakeholders as part of a coordinated media strategy, culminating in the practice change implementation on Aug. 17.
Texas REALTORS® relied on the toolkit, content from facts.realtor and information from its own legal staff to create a custom toolkit for its members, including media training videos, shareable PDFs, and social media and email content. “Since March 15, Texas REALTORS® and its spokespeople have been mentioned in 71 related stories, generating a reach of 117+ million, and an ad value equivalent of over $1 million,” says Marty Kramer, communications director.
Meanwhile, an online consumer ad campaign has already garnered more than 16,000 views from 15,000 visitors for texasrealestate.com/learn, with Facebook and Instagram being the two most significant drivers.
New York State Association of REALTORS® found the toolkit’s talking points a great resource when President Joe Rivellino was interviewed by media. Its greatest effort, however, was a letter from Rivellino to members and the public, placed in 11 major newspapers across the state as a full-page color advertisement on two successive weekends in August. Local boards also co-branded and promoted the letter.
By telling our stories, associations can help lead the conversation, says Mantill Williams, NAR’s vice president of public relations and communications. Ongoing, associations can still lean on the Practice Changes Toolkit for talking points or direct buyers and sellers to facts. realtor. Members and association staff interested in becoming advocates can email surrogates@nar.realtor.
