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| C.A.R. Advertising Campaign Highlights Differences Between REALTORS(R) and Real Estate Agents |
'REALTOR(R) - The Most Important Title in Real Estate(TM)' Campaign Reinforces
The Value of Using a REALTOR(R) When Buying or Selling a Home
LOS ANGELES, April 21 /PRNewswire/ -- The California Association of
REALTORS(R) (C.A.R.) today launched its 2004 Consumer Awareness REALTOR(R)
Differentiation Advertising Campaign, designed to highlight the differences
between REALTORS(R) and real estate agents who are not REALTORS(R). The
campaign originally hit the airwaves in 2003 and met with overwhelming success
among consumers and REALTORS(R) alike. Research conducted at the conclusion of
last year's campaign showed the first appreciable, significant improvement in
recall of, and appreciation for, the REALTOR(R) designation in the nine years
C.A.R. has been conducting consumer market research.
The research also showed that consumers are assigning an increasing
importance to working with a real estate agent who is a REALTOR(R).
"Based on the success of the campaign last year, we are again focusing our
marketing efforts on the continuation of the differentiation message between
REALTORS(R) and real estate agents," said C.A.R. President Ann Pettijohn.
"Titled 'REALTOR(R) -- The Most Important Title in Real Estate(TM),' the
campaign again features 60-second radio spots being aired throughout the state
that communicate those differences and enhance the REALTOR(R) image.
"This campaign was a great success for C.A.R. last year," she said. "We
feel it's very important to continue the momentum behind the message by
communicating directly with consumers about the added value they receive by
working with a REALTOR(R) when buying or selling a home. The campaign really
hits home on the differences between REALTORS(R) and real estate agents and
emphasizes the level of professionalism that California's more than 135,000
REALTORS(R) bring to the real estate transaction.
"Our research showed us that consumers were unclear about -- or unaware
of -- the difference between REALTORS(R) and real estate agents prior to
launching this campaign last year," Pettijohn said. "The campaign was
designed to empower consumers to be more proactive and more selective about
the person they would be working with to buy or sell their home. The research
conducted last fall clearly indicated that our message is making an impact
with our consumer audience. They understand that there is a
difference -- that only REALTORS(R) follow a strict code of ethics and that
all real estate agents are not REALTORS(R)."
The $1.6 million radio campaign also features customizable print
advertising components available for local REALTOR(R) associations' and
individual REALTORS(R)' use that compliment the radio ads. The ads emphasize
that consumers have a choice when selecting an agent to represent them when
they're buying or selling a home, that REALTORS(R) adhere to a strict code of
ethics, and that they're more likely to get results when working with a
REALTOR(R).
For complete information on the 2004 Consumer Awareness REALTOR(R)
Differentiation Advertising Campaign, go to
http://www.car.org/index.php?id=MzE4MzA.
The California Association of REALTORS(R) (http://www.car.org) is one of
the largest state trade organizations in the United States, with more than
135,000 members dedicated to the advancement of professionalism in real
estate. C.A.R. is headquartered in Los Angeles.
SOURCE California Association of REALTORS
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CONTACT:
Mark Giberson of C.A.R., +1-213-739-8304,
markg@car.org
