Spokane REALTORS® launch new awareness campaign

Sun., Feb. 12, 2006

Spokane Association of REALTORS®

The Spokane Association of REALTORS® is teaming up with the National Association of REALTORS® to support the 2006 REALTORS® Public Awareness Campaign, which kicks off its ninth year this month with new ads highlighting the value and experience REALTORS® bring to the transaction.

One of the new spots, called “Don’t Try This At Home,” explains how choosing a REALTOR® to sell a home is a smart financial decision since home sellers make more money when they rely on the expertise of a real estate professional. Homes sold by a real estate agent sell for 16 percent more on average than those sold by an unrepresented seller, according to NAR’s 2005 Profile of Home Buyers and Sellers.

The spot, which debuts this month on national radio networks, also reminds folks that not all agents are REALTORS®. The ads help differentiate REALTORS® from others in the real estate business with the tag line, “Ask if your agent is a REALTOR®, a member of the National Association of REALTORS®.”

Vic Plese, Plese Realty, 2006 president of the Spokane Association of REALTORS®, noted that, “The public awareness campaign helps consumers understand the value of working with a REALTOR® when it comes time to buy or sell a home or lease a commercial space. REALTORS® have the experience and expertise to help consumers get the best price for their home. We’re proud to support the national advertising campaign at the local level.”

“NAR’s public awareness campaign helps millions of home-buyers, home-sellers and commercial business owners understand the benefits of working with a REALTOR®,” said NAR President Thomas M. Stevens of Vienna, Va. “This year’s campaign showcases the fact that homes sold by a professional can sell for a lot more than homes sold by owners with no professional representation. REALTORS® have the knowledge and experience to help consumers price a home accurately and navigate the intricate details surrounding a real estate transaction.”

The $25 million campaign will feature two new television commercials and two new radio spots as well as new customizable print ads, posters and Web banners for state and local associations to use this year. The television and radio commercials will run on network and cable television stations from March 6 through the end of September. This year’s campaign builds on the success of last year’s first ever Spanish-language television ad with a new Hispanic ad that will begin airing on Spanish-language television networks March 6.

For the first time, ads will air during the NCAA men’s basketball tournament. The spots will air in prime time on such popular programs as “Extreme Makeover Home Edition,” “CSI Miami” and “The George Lopez Show.” Ads will also air on morning and evening news shows such as ABC’s “Good Morning America,” CBS’ “Sunday Morning News” and CBS’ “Late Show with David Letterman.” On cable, the ads will run on networks such The Learning Channel, Home & Garden Television and Discovery Home.

The Spokane Association of REALTORS® and other REALTOR® associations around the country will be supporting the campaign locally.

The network television and radio advertisements have changed the way consumers think about buying and selling real estate. A 2005 tracking study found that approximately three out of four consumers, 73 percent, are aware of the NAR’s advertising campaign. The survey also found that more consumers than ever are likely to select a REALTOR® to help them buy or sell a home. Consumers’ preference for working with a REALTOR® has increased from 58 percent in 2000 to 76 percent in 2005.

More information on the 2006 campaign can be found at www.realtor.org/awarenesscampaign.

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