NAR Launches Second Phase of “Buy Now” Campaign

Date:  January 8, 2007

Madison - Tomorrow NAR President Pat Vredevoogd Combs will unveil two new television and radio commercials to encourage buyers and sellers to ignore the real estate bubble talk and take advantage of remarkably favorable market conditions in most locales—conditions that may not last.

The advertisements will kick off NAR’s 2007 Public Awareness Campaign, which is doubling in size this year so that NAR ads will air from January through November for the first time ever.  The commercial targeted to buyers, “Good Time to Buy,” highlights favorable conditions for home buyers and explains how Realtors^' can help buyers make smart decisions in their local marketplace. The sellers’ spot, “Know How to Sell,” explains how Realtors^' can help sellers position their homes in a competitive marketplace to attract and engage serious buyers.

The Public Awareness Campaign, one of NAR’s most popular membership services, enters its 10th season this year. Since it began, the program has helped build brand awareness, improve the image of Realtors^'  and differentiate Realtors^'  from other licensees.  The 2007 campaign also includes new materials in support of Realtors^' who specialize in commercial real estate, including print advertisements, posters, bus shelters, and billboards. NAR’s “Buy Now” campaign launched with full-page newspaper ads in the nation’s six largest newspapers last November, and widespread national publicity.

At the news conference tomorrow, President Combs will outline an 11-month media buy that opens January 15 on network radio and television.  Ads will be broadcast nationwide from January through November and will air more than 8,750 times on national TV and radio outlets and more than 25,000 times on local radio stations through a national buy. Print, billboard, bus shelter, and poster ads are available to local and state associations to use in their own outreach efforts, and Realtors^' can download Web banners for their own Web sites. To view the materials and learn more about the national Public Awareness Campaign, visit www.realtor.org/awarenesscampaign after 10 a.m. Eastern time tomorrow. 

What’s Happening Now

• ALL States and Boards are receiving an e-mail message tomorrow from President Combs making them aware of the program and ways that they can participate, including issuing their own new release and creating print advertisements with your association’s name.  For more information including the TV and radio spots, and copies of association materials, go to www.realtor.org/awarenesscampaign. NOTE:  THE UPDATED MATERIALS WILL NOT BE AVAILABLE ON THE SITE UNTIL 10 AM EST.

• Communications Directors who are members of the CD listserv received copies of a sample local news release, newsletter article and information about the 2007 media buy.

• NAR will be issuing a news release tomorrow morning during the news conference.  We also will post a streaming video version of the event. Both will be available on Realtor.org.

 Talking Points

• We are spreading the word to consumers across the nation that now may be the best time to buy a home in more than six years.  In most real estate markets around the country, ample inventory and near record low interest rates have created the best conditions for buyers that we have seen since the beginning of the real estate boom in 2001.  In some markets that experienced the biggest boom, a correction is occurring that will take longer to balance. All of that is working to help buyers get more for their money.

• Beginning next week, on January 15, NAR will run two new television advertisements as part of a $40 million Public Awareness Campaign.  The ads highlight the theme “Every market’s different, call a REALTOR^' today.” These two ads, one targeted to buyers and one to sellers, explain that REALTORS^'’ expertise and experience are invaluable in the current real estate environment of increased inventories, stabilizing prices, and historically low interest rates. These ads will dominate NAR’s media buy during the first quarter of 2007. 

• As we enter a new year, signs that the real estate market is changing are everywhere.  Sales were up in November for the second straight month—the first back-to-back sales gains since the spring of 2005.  NAR Chief Economist David Lereah believes that the lowest point for the current cycle may have been reached in September, and we are now in the early stages of a recovery.  By the end of the first quarter, with the opening of home buying season, we expect to see a new level of confidence restored to the real estate markets.

• One thing is very clear: real estate remains a great long-term investment.  The national median price for homes has increased 88 percent over the past decade.  And the number of households is expected to increase 15 percent in the decade to come, creating even greater demand for housing.

For Further Information on this issue of Operation Tip-Off

Contact Steve Cook, VP of Public Affairs and Strategic Planning, at scook@realtors.org , 202/383-1014.

Operation TIP-OFF is a service to Realtor^® boards, associations and brokerages from NAR Public Affairs.  It is a cooperative exchange of intelligence and information on news media coverage of issues critical to Realtors^®.  Operation TIP-OFF will provide Realtor^® leaders advance information potentially news.  Boards and associations are urged to share suggestions, tips and information about issues in their markets or states.

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