2005 National Advertising Campaign

New ads encourage consumers to Contact a REALTOR® first

"Buying a home for the first time? Make sure the first person you call is a REALTOR® ."

"When we decided to sell our house, the first thing we did was call a REALTOR® ."

"Leasing a commercial business property is a complicated, time-consuming process. Calling a REALTOR® should be the first thing you do."

The 2005 REALTORS® Public Awareness Campaign kicks off its eighth year this winter with new ads that encourage consumers to contact a REALTOR® first when it comes time to buy or sell a home or lease a commercial space.

Comments, like those above, from real people talking about their own experiences are the heart of this year's campaign. The goal of the campaign is to help millions of potential home buyers, sellers and commercial business owners understand the value of working with a REALTOR®. For the first time, the ads have been designed specifically to position REALTORS® as the first point of contact in any real estate transaction.

This year's campaign also helps differentiate REALTORS® from others in the real estate business. The ads once again encourage buyers and sellers to find out if their agent is a REALTOR® with the compelling tag line, "How do you know if you're working with a REALTOR®? Look for the REALTOR® " R" on your agent's business card. Or simply ask your agent if they're a REALTOR®, a member of the National Association of REALTORS®."

New this year, we're extending our commitment to reaching the ever-growing Hispanic market with our first- ever Spanish-language television ad. The new spot closely resembles the English-language version _ it uses real Hispanic Americans sharing their hopes, dreams and stories about trying to achieve the American dream of homeownership. The new Hispanic television and radio ads will begin airing in mid-March during early morning and evening news environments on Spanish-language networks such as Univision.

Overall, the 2005 campaign will feature four new television commercials, four new radio spots and 10 new print ads as well as new bus shelters, billboards, posters and web banners. This year's campaign began the week of February 7th on broadcast and cable networks and run through the fall.

In terms of our 2005 ad buy, the REALTOR® message returns to prime time network television, the most powerful means of reaching potential homebuyers and sellers. Look for our spots on such popular programs as West Wing, Law & Order, CSI Miami and more. On cable, watch for our ads on networks like A&E, The Learning Channel, Home & Garden Television, Discovery Home, The Food Network and The History Channel.

You can also catch the ads on the morning and evening news shows like NBC's Today, ABC's Good Morning America, CBS' Sunday Morning News, NBC Evening News and CBS' Late Show with David Letterman. The campaign will continue to sponsor network radio programming like NPR's Morning Edition and All Things Considered and will also be back at bat on sports radio by sponsoring ESPN Radio's coverage of Major League Baseball.

Research from NAR's 2004 tracking study confirms that consumer perceptions are positively impacted by the Public Awareness Campaign messages. The 2004 study shows that public awareness of the campaign rose to 71 percent and that consumers' preference for working with a REALTOR® has increased from 58 percent in 2000 to 72 percent today.

Now more than ever, it's extremely important that you make every effort to identify yourself as a REALTOR®. More and more consumers will be looking for the REALTOR® "R" and asking you if you're a member of the National Association of REALTORS®. For more information on the 2005 campaign, please visit www.realtor.org/awarenesscampaign