Get Your Message to Consumers: 7 Case Studies in Outreach

Much of the success of the REALTOR® organization depends on capturing the hearts and minds of consumers. How effectively are you reaching out?

When consumers understand what a REALTOR® brings to the transaction, they are more likely to work with one. When residents understand how REALTORS® are advocating for their private property rights and more livable communities, they are more likely to join in that fight. And when home owners and buyers receive unbiased information on navigating the local housing market and homebuying programs, they are more likely to view REALTORS® as the experts.

Reaching out to consumers through the media and social media, going door to door, and hosting events has been a core activity at REALTOR® associations long before it became required under the Core Standards. But now, as more associations engage consumers at every level of the organization, the REALTOR® voice grows even louder.

There are many ways associations engage consumers and effect change in their communities—from homeownership fairs and neighborhood beautification to media appearances and advertising. Here, we take a look at three kinds of consumer outreach. First, why use a REALTOR® promotions—like NAR’s “Get Realtor®” campaign—that speak directly about the value members bring to consumers; second, political and legislative advocacy campaigns that enlist consumers in defending property rights and building communities; and third, educating local consumers on their local housing market.

To get started on—or reinvent—your consumer outreach, first have a clear objective. For example, you want to boost consumer advocacy efforts and engage the public in legislative and political issues that impact homeownership, real estate investment, and related issues.

Next, take advantage of the vast amount of resources and expertise from the National Association of REALTORS®, including the consumer outreach strategic plan templates that cover dozens of objectives and come in three sizes (for small, medium, and large associations), available at nar.realtor; search for “consumer outreach best practices.”

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