Meta named the National Association of REALTORS® and Havas Media Network as the North America winners of its Agency Award for "best use of automation."
The awards category recognizes advertising agencies and organizations that use Meta's AI-powered automation tools, particularly Advantage+, to "create innovative, data-driven campaigns that deliver exceptional results and showcase the potential of AI in marketing."
Meta recognized NAR's innovative use of AI-powered technology to reach prospective first-time home buyers with its "More Than Opening Doors" campaign, which highlights the behind-the-scenes hustle REALTORS® display on behalf of their clients. An award win is particularly noteworthy given the level of competition, with more than 400 entries this year from across North America and Latin America.
By using this approach, the association generated 432,000 landing page views while reducing the cost per landing page by 29% and overall spending by 25%, NAR reported. The association also saw a 9-percentage-point bump in consumers who said they would use an agent who is a REALTOR®.
“This recognition shows our Strategic Plan in action," Bennett Richardson, NAR chief marketing and communications officer, said. "We are modernizing how NAR works for members by using new tools to help them get to their next transaction more efficiently. We reached prospective home buyers more effectively while reducing costs and delivering greater value to our members.”
The campaign challenges the misconception that agents just “open doors” by showing consumers how much work agents do behind the scenes on their behalf.
