Buyers go through all kinds of tense experiences, whether purchasing residential or commercial property. No matter how challenging the transaction gets, REALTORS® are “here for it all,” proclaims the 2023 iteration of the “That’s Who We R” campaign. The National Association of REALTORS® this week dropped new television and radio ads for its consumer advertising campaign—now in its fifth year—which “showcase the trusted relationship between REALTORS® and their clients,” says Victoria Gillespie, NAR’s chief marketing communications officer.
The campaign, created by Havas Chicago, shows the REALTOR® difference—distinguishing REALTORS® from generic real estate agents—as well as their value and professionalism throughout the buying journey. “Whether it’s your first time or your third time, the journey to property ownership can be stressful, even without changing market conditions and unexpected challenges,” says Myra Nussbaum, president and chief creative officer at Havas Chicago. “We chose to focus on the personal, relationship-building moments that go beyond home search apps or showings. Viewers will see a variety of stories with real, surprising moments.”
The ads show not only how REALTORS® are committed to putting their clients first but also REALTORS®’ involvement in volunteerism in their communities. “NAR’s 1.5 million members are the REALTOR® brand, possessing a thorough understanding of the real estate transaction and local market conditions; an unparalleled commitment to ethics; impactful community and civic engagement; and an empathic, human approach,” says NAR President Kenny Parcell. “Agents who are Realtors® are here for you, whatever your path to property ownership may look like.”
The “That’s Who We R” campaign, which has been recognized 50 times for national creative and media excellence over the last five years, will be featured across multiple media channels, including broadcast and streaming platforms, online and terrestrial audio, social media and branded content partnerships. NAR also will launch a full suite of new marketing and social media assets with imagery and messaging that members and REALTOR® associations can use in their outreach.
Watch some of the 2023 ad spots:
What it’s about: A furniture maker is ready to invest in a showroom. His commercial agent uses neighborhood expertise and local contacts to find a storefront that sets the business up for success. The spot also highlights how REALTORS® are passionate community members and volunteers.
What it’s about: Empty nesters are ready to say goodbye to their single-family homes in the suburbs. They turn to their trusted agent to bring them closer to their grown daughter and her family in the city.
What it’s about: A city-dwelling couple adopts a four-legged family member, and they quickly realize they need an agent to help them find a home with plenty of room for their growing pup to roam.
What it’s about: A food truck owner who dreams of owning a brick-and-mortar bakery learns that one of her customers is a commercial agent. Suddenly, her dreams are within reach. This spot also highlights how REALTORS® are active advocates for housing rights and neighborhood issues.