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Inside the “Enchanted Library,” an interactive space from NAR’s consumer ad campaign, members attending the NAR NXT conference in Boston were asked to share stories of their greatest triumphs with clients. The tales were touching, like that of California real estate pro Denyse Wilson, who wrote about leveraging her network to help a widow and her four daughters get financing and find a new home in less than 30 days. These stories authentically fuel the consumer ad campaign’s message. So, the library was the perfect space for “Drive With NAR” host Marki Lemons Ryhal to discuss with the media and creative minds behind the ad campaign how they execute their strategy and storytelling nationally and across a large mix of media platforms. Learn about the changing advertising landscape, what it takes to break through to consumers and why the campaign is so important to the REALTOR® brand. The chair and vice chair of NAR’s Consumer Communications Committee join the conversation to share the benefits of the campaign to members and how they can leverage it.
Meet the Guests
Greg James is CEO of Havas Media Network North America, which has developed the media strategy and plan for NAR’s consumer ad campaign. where he promotes a culture of leadership focused on inspiration, inclusion and insight. Previously, James was the U.S. chief strategy officer at Havas Media before becoming global chief strategy officer and global chief transformation officer.
Steve Zaroff is chief strategy officer at Uncommon Creative Studio, which develops the creative strategy behind NAR’s consumer ad campaign. He also has worked with McCann as a chief strategy officer and, most recently, served on the executive team of independent agency Johannes Leonardo, leading its strategy and innovation teams.
Nicola “Nick” Esposito, CIPS, SRS, is an agent with Gilsenan & Company in Ridgewood, N.J., who serves as the 2024 chair of NAR’s Consumer Communications Committee. The committee consults with the agencies behind the ad campaign to advise on its storytelling strategy. Esposito also is the 2024 president-elect for Greater Bergen REALTORS®.
Mabel Guzman is a broker with Coldwell Banker in Chicago who serves as the 2024 vice chair of NAR’s Consumer Communications Committee. She served as NAR’s 2020 vice president of association affairs, and she served as the 2023 president of the National Association of Hispanic Real Estate Professionals’ DuPage County Chapter.
Podcast transcript:
About the Host
Marki Lemons Ryhal, host of The REALTOR® to REALTOR® Series, is a managing broker, bestselling author and national speaker with more than 30 years of marketing experience. She aims to change the industry conversation through the podcast to benefit you and your clients. You'll hear Lemons Ryhal mix it up with real estate professionals across the country, discussing the methods they’re using to address market challenges, improve sales or save time and money. Plus, hear anecdotes about extraordinary experiences they’ve had in the field.