NAR partners with Uncommon New York to reaffirm REALTOR® brand in “Right by you” campaign
Uncommon New York has unveiled a new strategic platform (“Right by you”) and a new creative advertising campaign on behalf of The National Association of REALTORS®.
The idea is to reintroduce agents who are REALTORS® as essential in helping Americans achieve their dreams of property ownership.
The campaign highlights the importance of working with an agent who is a REALTOR® by reminding consumers what it’s like without the help of one during what is likely the largest financial transaction a person will ever make.
Amidst the many changes in consumer behaviors and ongoing shifting industry trends, the campaign is a timely and strategic piece of work for the agency.
NAR’s “Right by you” consumer advertising campaign launches today and will live across modern touchpoints, including broadcast and streaming platforms and radio/audio. The first wave of new work, titled “Don’t DIY,” is a comedic and lighthearted take on what can go wrong when home buyers try to go it alone, with humorous nods to the overconfidence and lack of experience and knowledge of first-time buyers.
The creative underscores how REALTORS® uphold NAR’s Code of Ethics by prioritising their clients’ best interests. It also focuses on the critical partnership and protection that agents who are REALTORS® provide when guiding its clients throughout the real estate journey — and often beyond.
Steve Zaroff, chief strategy Officer at Uncommon Creative Studio: “Our research showed that first-time home buyers often have more enthusiasm than expertise. Our job was to highlight the potential pitfalls of their inexperience and assert the essential role of a REALTOR as a partner in the property-buying and selling process. We wanted the takeaway to be, ‘I’d be crazy to do this on my own!”
A second creative construct that taps into different consumer misperceptions and emotional storytelling is set to launch in early April.
CREDITS
Creative Studio: Uncommon Creative Studio
Client: NAR
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