Before your clients find their perfect home or commercial property, they often have a vivid mental picture of what their lives in that new space will look like. This year the National Association of REALTORS® captures that picture and brings it to life in an engaging series of advertising spots that show how REALTORS® open doors to opportunity.
Launched in February and scheduled to run through the fall, the commercials demonstrate how REALTORS® are trusted allies throughout the emotional journey of buying a property.
“Through a visually dynamic technique, the new spots trick time and highlight the partnership between REALTORS® and their clients,” says Karen Bebart, director of consumer advertising at NAR.
The 2021 campaign continues to show the public the difference between REALTORS® and non-member agents. The goal is to reach the first- time buyer audience with an integrated media mix, including video, audio, content partners, search, and social media. Last year’s award-winning campaign served up 2.93 billion media impressions with nearly half of those coming from television.
Film director Brett Foraker returns to the campaign, bringing his mix of technical expertise and realistic storytelling to show each client’s “future memories.” These five heartwarming spots include a buyer with a vision for opening a food bank, an expectant mom who sees her growing family thriving in a larger home, and a condo buyer enjoying time with friends. The viewer peeks into their ideal future and sees people living their dreams—and how a REALTOR® helped make it happen.
“REALTORS® make dreams possible by opening doors to new opportunities, every day,” says CJ DelVecchio, 2021 Consumer Communications Committee Chair. “Whether helping find a new home or commercial property, REALTORS® are caring and trusted advisers, your competent navigators throughout the real estate process.”
Filming took place in the Los Angeles area last December, with full COVID-19 safety measures in place. These included hiring an on-set COVID-19 officer, providing and requiring personal protective equipment for all cast and crew, and enforcing careful social distancing.