National Public Image Campaign continues to raise awareness and respect for REALTORS®
From February through October, the 2004 Public Awareness Campaign bought more than 4,300 spots on network radio, network broadcast television and network cable. New last year were sponsorships with ESPN Radio's Major League Baseball coverage of the Sunday Night game and Westwood One's radio broadcast of the 2004 Summer Olympics, featuring a sponsorship position with Bob Costas. The 2004 buy included early morning programs, like NBC's Today Show, late night TV and network TV news, all of which have been a part of NAR's national television buy in the past.
On cable, the Public Awareness Campaign message was seen on networks like the Discovery Channel, Home and Garden Television, and A&E.
Three new television and four new radio advertisements aired this season. Two of the television ads and three of the radio ads featured actual consumers talking about buying and selling homes. Additional new TV and radio ads celebrated NAR's million member milestone and highlighted the value that REALTORS® bring to their communities. A fourth new radio spot targeted the commercial real estate market. The new ads conclude with a compelling consumer call to action, "Ask if your agent is a REALTOR®, a member of the National Association of REALTORS®."
What the Public is saying
Public opinion of REALTORS® has improved significantly for the second straight year, according to a survey conducted to measure the effectiveness of the seventh season of the NAR multimillion-dollar Public Awareness Campaign.
The survey's composite score, which provides an overall picture of consumers' opinion of Realtors®, improved four points over last year. Over the past two years, the score has improved 11 points, from 48 percent in 2002 to a new high of 59 percent today.
Consumer opinions about REALTORS® improving the most this year were that REALTORS® use the latest technology (up 14 percent), that REALTORS® are a good source about what sellers can do to ready a home for sale (up 9 percent), that REALTORS® are a good source of information about services related to buying and sell a home (up 9 percent), and that REALTORS® are professionals you can trust (up 5 percent). Of the 16 opinions and beliefs measured in the survey, 11 improved and none declined during the year.
The survey found that more consumers than ever are likely to select a REALTOR® to help them buy or sell a home, an increase of 8 percent in the past year. Preference for REALTORS® has increased from 58 percent in 2000 to 72 percent today.
Consumer awareness of NAR's advertisements also increased over last year. Overall awareness of the advertising reached 71 percent of all consumers, a 4 percent increase over 2001.
What REALTORS® are saying
Since NAR's Public Awareness Campaign began in 1998, membership has increased more than 51 percent, to a record 1,086,801 REALTORS® currently. NAR reached the million member mark this spring for the first time in its history. To become a REALTOR®, licensed real estate professionals must join NAR and subscribe to its strict code of ethics.
Fifty-four percent of new members said the advertising campaign was an important or very important reason they joined NAR. Seventy-three percent of all REALTORS® in the survey said they would recommend the NAR to a colleague who is not a member.
The survey of 1,350 REALTORS® also found that awareness of the campaign's advertisements reached an all-time high and that REALTOR® support for the campaign continues to be nearly unanimous. Three out of four REALTOR® recalled seeing at least one of the Public Awareness Campaign advertisements this year, up 5 percent from last year.
Unaided awareness of the campaign rose to 82 percent this year and awareness of the campaign's theme, "Ask your agent if they're a REALTOR®, a member of the National Association of REALTORS®," topped out at 80 percent of all members. Ninety-seven percent of all REALTORS® support the campaign and 94 percent would like to see more advertising.
In May, NAR's board of directors voted to continue a special annual assessment of $20 per member to fund the campaign through 2005 and 2006. The assessment would rise to $25 in 2007 to meet expected higher advertising costs.
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