Tools, Information, and Materials to Enhance Your Business and Educate Clients

REALTORS are encouraged to use the materials NAR has developed as part of the effort to spread the message. And though only local and state associations can use the materials as advertising, members can use them to:

·     Demonstrate the long-term value of homeownership to “on-the-fence” home buyers. The 2009 commercials drive consumers to http://www.housingmarketfacts.com/, which educates potential home buyers about the value of homeownership, provides resources and research about the current housing market and industry issues and, of course, helps buyers and sellers find a REALTOR. The information on the site can be an effective tool to use with your clients.

·     Educate customers about the importance of using a REALTOR in today’s real estate environment. View and download the new “Buyer Strength,” “Fence Sitters,” and “Home with a View” campaign materials, including television ads, radio spots, print ads, and Web banners for use in presentations, e-mails, and Web sites.

·     Distinguish yourself from licensees who are not REALTORS. The REALTOR Code of Ethics distinguishes you from other real estate licensees. Visit www.realtor.org/codeofethics for downloadable materials to use with potential customers and clients. Use the simplified Code of Ethics document (in both English and Spanish) in listing presentations, giving examples of how the Code of Ethics benefits consumers.

You Can Only Take Advantage of the Power of the REALTOR® Brand If You Use It

So include the REALTOR® “R” in your marketing materials and on your business card; tell clients and potential customers that you’re a REALTOR®; use the materials available to you at www.realtor.org; and wear your REALTOR® pin with pride.

For more about the campaign and related resources, visit www.realtor.org/awarenesscampaign. 

KCRAR Campaign Enhances National Effort

Locally, advertising addressing the 2009 First-Time Homebuyer Tax Credit, passed as part of the federal stimulus bill in February, has been included in the campaign.  This ad appeared for the first time on March 1 in The Kansas City Star and will run in the Sunday real estate section frequently through the spring and summer.  The message about the tax credit has also been delivered online at kansascity.com, inkkc.com and through sites pin-pointed by behavioral targeting through Yahoo!

This ad ran to encourage consumers to "Get the Facts" about their local market by contacting a REALTOR® in their area.  Positioning REALTORS® as the most knowledgable experts, the ad ran in STAR Magazine and the same message was delivered online.  This similar ad will ran in Kansas City Homes & Gardens Magazine.

Local advertising also promoted www.KCHomePrograms.com as well as the Homebuyer Seminars sponsored by KCRAR, the Mortgage Bankers Association of Greater Kansas City and Fannie Mae.  For example, this ad ran frequently in Ink, the young-adult publication circulated throughout greater Kansas City and a similar ad was placed in the spring's Urban Tour Guide.

Monthly articles in the Saturday real estate section of The Star promote REALTOR® services and inform readers about homeownership issues impacted by REALTOR® efforts.  Other articles run in several local publications, often with comments from KCRAR leaders.  Here are some that have been published recently:

• From The Kansas City Star, October 24 - A STIMULUS PACKAGE THAT WORKS
• From The Kansas City Star, August 29 - THE SMOOTH PATH TO HOMEOWNERSHIP
• From The Kansas City Star, front page, July 28 - HOME SALES CAST HOPE THE WORST IS OVER
• From The Kansas City Star, July 25 - A COMMITMENT TO THE PUBLIC
• From The Kansas City Star, June 27 - STRONGER CONSUMER CONFIDENCE HITS HOME
• From The Kansas City Business Journal, June 19 - HOMING IN - Local Brokers, Agents Remodel Efforts to Grow in Residential Market
• From The Kansas City Star, May 30 - HOMEOWNERSHIP HELPS SECURE OUR FUTURE

All of this takes place under the umbrella of the NAR campaign which includes network TV and radio schedules.  Visit www.realtor.org/awarenesscampaign for more details.