'You've Got a Life' Has Legs

November 1, 2000

In the third year of NAR’s popular public awareness campaign, U.S. households are increasingly linking REALTORS® with significant value enhancement in the home sales process, an in-depth study shows.

That shouldn’t come as a surprise, since households’ recall of the nationally televised NAR commercials jumped almost 14 percent from mid-1999 to mid-2000, the study shows. The study was conducted for NAR by Riter Research, an independent analyst.

The ad campaign is reinforcing the positive image that people have of REALTORS®, the study indicates. Almost 60 percent of households say that REALTORS® save buyers time. That’s up almost 30 percent since last year.

The percentage of households that say REALTORS® enable them to focus on other things during the sales process increased by more than 18 percent in the past year, to almost 60 percent.

The study showed other big jumps that reinforce awareness of REALTOR®value. For instance, the view that they can be confident in using a REALTOR®jumped more than 14 percent, from 35 percent to 40 percent. And those who agree that REALTORS®can help them maximize the selling price of their home increased almost 8 percent, to 42 percent.

One point the study makes very clear is that the ad campaign is changing attitudes. People who recall the spots are 22 percent more likely to use a REALTOR® than those who don’t recall the spots.

NAR’s public awareness campaign showcases the theme “You’ve got a life; we let you live it.” The campaign is in its third year on TV and its first year on radio in all the major and key secondary media markets.

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