ShareBy Carolyn Schwaar
When the leadership of the Kansas City Regional REALTOR® Association came together to brainstorm how best to put investment earnings into new programs for members, they considered a wide range of services and products. The goal was to find something impactful for the community and something that would reach and benefit all members, says Christian Zarif, 2016 association president.
Two programs made the cut; one was working with Habitat for Humanity and the second was to develop and implement a multi-media consumer marketing campaign to promote the use of a REALTOR®.
“We felt this provided a benefit not only to our members but also to the community and the clients we serve,” says Zarif.
Leadership and the association’s creative team focused the campaign message on educating consumers on the many roles REALTOR® play to serve their clients and communities from adviser and concierge to negotiator and advocate.
The television commercials debuted in June to wide member acclaim. Videos, social media, and print materials drive traffic back to the campaign microsite WhichRole.com.
The campaign is designed to last and change focus along with consumer needs and market conditions. The materials are easily sharable and available to association brokerages and members to tag and use for their own promotion. “We have no reason to promote the association brand,” says Zarif. “We want to promote [members] and the REALTOR® brand.”