|
|
| New California Association of REALTORS(R) Advertising Campaign Highlights Differences Between REALTORS(R) and Real Estate Agents |
'REALTOR(R) - The Most Important Title in Real Estate(TM)' Campaign
Reinforces Value of Using a REALTOR(R) When Buying or Selling a Home
LOS ANGELES, April 23 /PRNewswire/ -- The California Association of
REALTORS(R) (C.A.R.) today launched its new public awareness advertising
campaign designed to highlight the differences between REALTORS(R) and real
estate agents. Titled "REALTOR(R) -- The Most Important Title in Real
Estate(tm)," the campaign features 60-second radio spots aired throughout the
state that communicate those differences and enhance the REALTOR(R) image.
"This campaign is an opportunity to communicate directly with consumers
about the added value they receive by working with a REALTOR(R) when buying or
selling a home," said C.A.R. President Toby Bradley. "The campaign helps
clarify the differences between REALTORS(R) and real estate agents and
highlights the level of professionalism attained by California's more than
115,000 REALTORS(R)."
C.A.R. has a history of developing ad campaigns that reinforce the value
of choosing a REALTOR(R) when buying or selling a home. Eight years ago,
C.A.R. created an award-winning campaign aimed at changing consumers'
perceptions of the value of using a REALTOR(R) when the Association launched
its "Real Estate Is Our Life(TM)" advertising campaign. Building on the
success of that campaign, C.A.R. last year explored the feasibility of
evolving the "Real Estate Is Our Life(TM)" concept to its next logical stop:
to further emphasize the value a REALTOR(R) brings to the transaction.
"Market research revealed that consumers were unclear about -- or unaware
of -- the difference between REALTORS(R) and real estate agents," Bradley
said. "The new campaign is designed to empower consumers to be more proactive
and more 'choosy' about the person who will be handling the single most
important transaction they may ever make."
The $1.5 million radio campaign also features customizable print
advertising components available for local REALTOR(R) associations' and
individual REALTORS(R)' use that complement 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).
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
115,000 members dedicated to the advancement of professionalism in real
estate. C.A.R. is headquartered in Los Angeles.
SOURCE California Association of REALTORS
back to topRelated links:
CONTACT:
Media, Mark Giberson of California
Association of REALTORS, +1-213-739-8304, markg@car.org
