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The purchase or sale of real estate raises a seemingly infinite number of questions. Am I ready to make a move? What do I need to net on the sale? What can I afford to spend on the purchase? Am I making a mistake? Is this a good investment? What if something goes wrong in the middle of the sale? What do I need to know about ... the market? the property’s condition? credit scores? the loan? the appraisal? And most important, whom can I trust?
All the unknowns—combined with the fact that buyers and sellers are likely to be busy, distracted and overloaded with information—explains why real estate brokerage is, and will remain, an essential part of the real estate transaction process.
Yet misinformation about the business persists. The National Association of REALTORS®’ consumer ad campaign —“That’s Who We R”—counters the critics and educates consumers about why they should work with a trusted real estate professional who’s a REALTOR®. And as an NAR member, you get access to turn-key campaign assets, so you can extend those messages with consistency.
A Focus on Authenticity
The 2024 campaign includes four new video spots, seven new audio spots, and a range of web and social media assets.
Now in its sixth year, the campaign captures the “genuine moments of connection between real estate professionals and their clients,” says Nicola Esposito, CIPS, SRS, a Ridgewood, N.J., agent and 2024 chair of NAR’s Consumer Communications Committee. To ensure authenticity, Esposito was on the set in Los Angeles for the filming of the new spots. Esposito—along with the committee vice chair, Mabél Guzmán, CIPS, AHWD, of Chicago, and immediate past chair, Shane Cook, CCIM, CIPS, of Gilbert, Ariz.—was involved at every step of the development and creative process.
In today's fast-evolving real estate landscape, buyers and sellers need professionalism and expertise more than ever. Agents who are REALTORS® deliver unmatched value every step of the way, working to make property ownership a reality for clients across the country.” —NAR Interim CEO, Nykia Wright
In contrast with some of the zany ads introduced during this year’s Super Bowl, “That’s Who We R” promotes the REALTOR® brand using a documentary-style approach that’s “hyper-focused on the value that agents who are REALTORS® bring to consumers,” says Esposito.
“There’s no substitute for the expertise, market knowledge and commitment to ethics that define what it means to be a REALTOR®,” says NAR President Kevin Sears, a Springfield, Mass., broker. “I’m proud of the work that our 1.5 million members are doing every day to serve their clients—whether they’re working with expanding families or couples looking to downsize, first-time buyers or entrepreneurs looking to grow their business. This campaign spotlights those stories.”
