REALTORS® launch pride campaign

The Spokane Association of REALTORS® announced this week their participation in the REALTOR® Pride Campaign — a new member-to member initiative designed to encourage members to better associate themselves with their REALTOR® name.

“Even though research clearly indicates most consumers would prefer to work with a real estate professional who is a REALTOR®, most members have not fully leveraged the opportunity to identify themselves to their customers as REALTORS®,” said SAR President Dave Crosby, American Dream Homes. The findings are according to a new survey recently released by the National Association of REALTORS®.

Between 1999 and 2002, the percentage of consumers who believed there was a benefit to working with a REALTOR® as opposed to a salesperson increased to 61 percent from 42 percent, according to the independent study conducted for NAR. However, only two of 10 REALTORS® wore their REALTOR® lapel pins when they met with customers, according to the study. Previous research supported that finding. In surveys taken in 2000 and 2001, 45 percent of customers said their brokers or agents had not identified themselves as REALTORS®.

“Consumers want to work with the best. NAR’s highly successful, national advertising campaign is building that awareness and foundation,” said Crosby. “We want REALTORS® in our association to realize the full benefits of membership and their REALTOR® status. It’s time all REALTORS® expressed pride in their association.”

NAR kicked off the REALTOR® Pride Campaign to encourage members to wear their REALTOR® lapel pins, place their REALTOR® logo on their business cards, and introduce themselves as a REALTOR® when meeting with customers.

Spokane and other REALTOR® associations nationwide will be supporting the program locally with materials and communication designed specifically to heighten awareness of the issue and the members’ valuable name and status.

Only real estate professionals who are members of the National Association of REALTORS® can call themselves REALTORS®. All REALTORS® adhere to NAR’s strict Code of Ethics, which is based on professionalism and protection of the public. REALTORS® are held accountable for their ethical, professional behavior by their local association.

According to NAR’s latest survey of consumers, conducted to measure the effectiveness of the advertising campaign, nearly half of all real estate homebuyers and sellers recalled seeing or hearing the advertisements on radio or television.