Consumers Respond Favorably to NAR Ads

November 8, 2013

A little girl is leery about jumping into a pool, a boy is nervous about asking a girl to dance, and a man fights the butterflies in his stomach to propose to his girlfriend. But in the end, they all conquer their fears, beaming with pride. A narrator says, “If you’ve been thinking about selling your home, don’t hesitate…”

Maybe you’ve seen this NAR-produced commercial on TV over the past year (and you’ll see another debuting in early 2014).  A typical potential home buyer or seller has seen NAR's message 22 times in 2013 – equaling 4 billion media impressions – and the response to these ads is overwhelmingly positive for REALTORS®.

In a recent telephone survey of 1,500 consumers, 84 percent said NAR’s advertising makes them feel more positive about home ownership and more confident about buying or selling a home, up from 67 percent in 2010, the last time the question was asked.

NAR's CEO Dale Stinton presented the findings during the REALTORS® Conference & Expo 360 session Thursday. In addition, 93 percent of consumers said using a REALTOR® makes selling a home easier than trying to sell without one, up from 69 percent in 2003, the last time the question was asked. And 74 percent of consumers said the ads made them more aware of®.

“We’re trying to develop a relationship with consumers on behalf of our members,” said Stinton. “What they need to hear again and again is how valuable a REALTOR® is.”

In a corresponding on online survey of more than 2,000 NAR members, 95 percent of REALTORS® said they want NAR to continue national advertising, and 91 percent said they would like to see more advertising that protects home ownership, promotes real estate investment, and advances the REALTOR® profession.

— By Erica Christoffer, REALTOR® Magazine

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