Finding a match between property buyers and sellers can feel like a miracle, but it’s just the start of getting a real estate transaction to closing.
As a real estate professional who’s a REALTOR®, you are there every step of the way—coordinating schedules, managing expectations, negotiating terms and contingencies, solving unexpected problems and soothing frayed nerves. And you do so with a commitment to a Code of Ethics that puts your clients first and ensures all parties are treated fairly.
You know that caring hands can’t be replaced by technology.
Now, the National Association of REALTORS® is bringing the reality of the real estate transaction to life with a new consumer campaign, More Than Opening Doors. The campaign, which launches Feb. 24, includes four new campaign commercials as well as shareable marketing assets (campaign logos, print ads and social media posts) for NAR members and associations.
More Than Opening Doors—part of the “Right by you” strategy introduced in 2025— demonstrates the value of the professional guidance and expertise you bring to what may be your clients’ largest financial transaction ever.
“One key pillar of NAR’s Strategic Plan is to reaffirm the REALTOR® brand as a trusted symbol of expertise, integrity and reliable service for consumers,” says CEO Nykia Wright. “This year’s campaign educates consumers and differentiates NAR’s members as the gold standard in the industry, while at the same time helping members feel the full support of their NAR membership.”
Stories That Are Authentic
The new spots—directed by Sophia Ray of Academy Films and developed in partnership with NAR’s agency-of-record Uncommon Creative Studio—playfully demonstrate your expertise and experiences in dealing with a range of challenges.
Spot 1: “The One”—Helping buyers navigate a home addition
Spot 2: “The Closing”—Keeping the transaction on track
Spot 3: “The Negotiation”—Using smart negotiation tactics and collaboration to secure clients the best deal
Spot 4: “Arcade”—Navigating hurdles from signage regulations to utility requirements for a commercial client
“The real estate industry is experiencing an unprecedented moment of change and disruption,” says Bennett Richardson, chief marketing and communications officer for NAR. More Than Opening Doors meets the moment, he says, with “stories that are authentic to both the anxiety of buying a property and the peace of mind that comes from working with a trusted professional. NAR’s members—REALTORS®—demonstrate their hustle, commitment and professionalism every day, and we’re excited to capture that dedication in this new campaign.”
Where You’ll See, Hear the Spots
The media strategy for More Than Opening Doors is led by Havas Media and spans video, audio, social, digital, search and out-of-home to ensure “consistent storytelling and optimized frequency across all consumer touchpoints,” NAR says.
The digital campaign targets potential first-time buyers based on real-time behaviors and intent signals, according to NAR’s release. Spots will run on premium streaming platforms such as Netflix, Hulu, Disney+, Amazon Prime Video, Peacock and YouTube; audio platforms such as Spotify, iHeart and SiriusXM; and top podcasts, including SmartLess and Stuff You Should Know.
“To meet consumers where they spend the most time, the campaign will also expand across Facebook, Instagram, Reddit and TikTok, leveraging precision targeting and dynamic creative optimization to drive national reach and engagement,” according to NAR’s release.
On the Horizon: REALTOR® Studio
Later this year, NAR and Uncommon will launch the REALTOR® Studio, which NAR calls “a game-changing universal design ecosystem.” The studio will deliver tangible value to NAR members through a platform that enables them to create high-quality, professionally crafted marketing that reinforces the REALTOR® difference.
“By combining thoughtful design, technology and brand craft, REALTOR® Studio is positioned to help NAR members grow their own businesses and personal brands, while also strengthening consumer trust through their consistent extension of REALTOR® branding,” NAR’s release says.
Download More than Opening Doors marketing assets at resources.realtor.
