REALTORS® Invite Consumers to ‘Look for the R’

February 3, 2020

The National Association of REALTORS® is building upon last year’s successful “That’s Who We R” consumer ad campaign with a new twist. The 2020 “Look for the R” messaging encourages consumers to identify and recognize the REALTORS® trademark as a trusted source for guidance and clarity in real estate. The campaign aims to educate the public about the difference between NAR members—whom subscribe to a strict Code of Ethics and standards of professionalism—and nonmembers.

“Last year’s foundational ‘That’s Who We R’ campaign communicated to consumers that “R” equals REALTOR®, and there is a difference,” says NAR President Vince Malta. “This year, the campaign will show them what that difference looks like in action. The ‘Look for the R’ evolution clearly positions RELATORS® as real estate professionals who adhere to a Code of Ethics and make property ownership a reality through expertise and fair and ethical treatment.” The campaign, created in partnership with advertising firm Havas, uses a mix of visual and verbal components that sets out to make the REALTOR® mark memorable.

A TV campaign will include 15- and 30-second versions, and additional marketing will include online video, streaming and terrestrial audio, social media, and branded content partnerships. NAR has updated with the new TV and radio spots, as well as new campaign assets for members to use on social media, digital display, print, and banner ads. New merchandise also was developed to further articulate the REALTOR® difference.

“‘Look for the R’, as part of That’s Who We R, showcases why prospective property buyers and sellers should seek a REALTOR®’s unmatched focus, expertise, reliability, and integrity to help them realize their goals and dreams,” says Jay Mitchell, chairman of NAR’s Consumer Communications Committee. “The full suite of campaign assets allows our members to personalize and localize these important messages to consumers in their own wonderful and diverse markets across the country.”

National Association of REALTORS®