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Realtors' association launches campaign to reach Millennials

Today's consumers don't always know what they don't know, organization says

Buying a home isn't as easy as clicking a few buttons and magically getting the home of your dreams, as the current real estate advertising landscape leads many to believe.

The reality is that real estate transactions can be stressful and there are often challenges and obstacles along the way.

To help consumers, the National Association of Realtors has launched a new advertising campaign, "Get Realtor." The campaign targets emerging generations of home buyers, sellers, owners and investors.

Technology has advanced modern life in many ways and allows people to do more online than ever before, said NAR President Tom Salomone, broker-owner of Real Estate II Inc. in Coral Springs, Florida. With just a few keystrokes or taps on a screen, consumers can shop for a mortgage, learn about the buying or selling process and browse the print and online editions of the Pleasanton Weekly and other online services to see prices and photos of homes for sale.

But access to information doesn't automatically translate to success when buying or selling a home, Salomone added.

"When it comes to real estate and the Internet, today's consumers don't always know what they don't know," Salomone explained. "We want today's consumers to understand that having a Realtor at their side is their competitive advantage in the real estate transaction."

NAR's consumer advertising campaign began 17 years ago, and launches in 2016 with a whole new look and feel to help modernize consumer perceptions of Realtors, particularly among Millennials, who are currently the largest home buying segment.

"Contemporizing an established brand will take time," Salomone said. "To reach new generations, we've created advertising that is dramatically different and bold enough to break through the clutter and get noticed, and help drive consideration of Realtors."

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