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Realtor group launches new 'Champions of Home' campaign
Homeowners, Realtors tell their stories of buying and selling a home

by Jeb Bing

The California Association of Realtors will continue its popular advertising campaign for 2012, featuring real consumers speaking from the heart instead of scripted actors, which Realtors felt struck an emotional chord among viewers.

The 2012 campaign aims to further raise awareness of the Realtors brand and reinforce the professionalism of CAR members.

According to CAR representatives, the tagline, "Champions of Home," also reinforces the notion that Realtors are the ultimate guide, explorer, nerve calmer, dream home finder, and paperwork conqueror as they help buyers and sellers close on their American dream.

Like last year's campaign, California homeowners tell their individual stories of buying and selling a home and how their Realtor helped conquer the process. Their stories focus on everything from short sales to tales of daunting paperwork and highlight Realtors as experienced professionals guiding them throughout the entire transaction.

New this year is a video series called "Fast Fives," in which California Realtors offer quick tips to home buyers and sellers. In another video, Realtors provide testimonials describing why they love their profession and how they can help consumers achieve their American dream of homeownership.

For a second year, social media also will play a role in providing visibility for the campaign. A focused blogger outreach plan, numerous planned "Twitter Chats" with real estate professionals and legal counsel, and an increased Facebook presence all are expected to create viral buzz for the campaign.

Television spots can be seen during relevant home-related programming on cable networks such as A&E, HGTV, and Bravo in major California markets, including here in the Bay Area. Ten- and 15-second traffic reads will air in radio markets statewide during prime drive times. Additionally, online banner ads placed on popular real estate websites such as Realtor.com, Trulia.com, and Zillow.com will drive consumers to a microsite (www.championsofhome.com/), which is rich with content and resources related to the home-buying process.

The campaign was created by independent Philadelphia-based agency, Red Tettemer + Partners.

Demonstrating the success of last year's campaign, a post-test survey of consumers conducted following the 2011 campaign found that the advertising campaign significantly improved their opinion of Realtors, and a large majority of the consumers liked that the commercials showcased real consumers talking about their home buying or selling experience, and not actors with scripts.

CAR representatives said that this year's new consumer advertising campaign will continue to build on past successes by communicating directly with consumers about the added value and peace of mind they receive by working with a Realtor.