In recent months, the national media has increasingly questioned the role REALTORS® play in the real estate transaction. Some have suggested that REALTORS® are overpaid and fail to provide significant value to consumers, focusing on high commission rates and questioning the necessity of their services. Others claim that the advent of online platforms has reduced the need for traditional REALTORS®, suggesting that consumers can handle much of the buying and selling process independently. This perspective is misguided and ignores the realities, complexities and competitiveness of today’s real estate marketplace.
In response to these claims by the media, the WRA recently launched a new consumer education campaign titled, “A REALTOR® Can.” This campaign is designed to illustrate the invaluable role that Wisconsin REALTORS® play in every real estate transaction. In today’s dynamic and often unpredictable real estate market, it’s more important than ever for consumers to recognize the immense benefits of partnering with a REALTOR® whether they are selling or purchasing a house, an investment property or vacant land.
Our campaign focuses on the message that a REALTOR® is not just a transaction facilitator but a vital advisor, negotiator and problem solver. The tagline, “A REALTOR® Can,” succinctly captures the essence of this mission. Through various themes, we aim to highlight how a REALTOR®’s expertise, knowledge and experience are indispensable for buyers and sellers alike in every type of real estate transaction.
The campaign will target consumers in both residential and commercial real estate transactions using multiple media channels, including digital, radio, outdoor advertising and print media.
Complex challenges
As you know, real estate transactions are rarely straightforward. They often involve complex challenges that can be daunting for the average consumer. An experienced REALTOR® is equipped to handle these complexities with ease. From navigating intricate paperwork to resolving unforeseen issues, REALTORS® are problem solvers at heart. They bring a wealth of experience and a calm, methodical approach to even the most complicated situations, ensuring that transactions proceed smoothly.
New possibilities
One of the advantages of working with a REALTOR® is their ability to unlock new possibilities. REALTORS® have honed their negotiation skills through years of practice and understand the intricacies of market dynamics. They can secure deals that consumers might not achieve on their own, uncover hidden opportunities, and provide access to properties that meet clients’ specific needs and desires. This ability to negotiate effectively and open doors to new possibilities is a cornerstone of the “A REALTOR® Can” campaign.
Life with a REALTOR®
Many consumers are unaware of the work that REALTORS® do behind the scenes. From researching market trends to coordinating inspections and appraisals, REALTORS® manage numerous tasks that ensure a seamless transaction. Our campaign sheds light on these often-overlooked efforts, showcasing the dedication and diligence that REALTORS® offer their clients every day.
Expertise
A crucial theme of our campaign is the unmatched expertise that REALTORS® offer. Real estate transactions involve significant contractual and financial decisions. A REALTOR® offers years of training and hands-on experience to guide clients through these major milestones. Their deep understanding of the market, coupled with their commitment to ongoing education, positions them as trusted advisors who can navigate the complexities of real estate forms and finance with confidence.
In conclusion, this campaign is a testament to the profound impact that REALTORS® have on the real estate process. By educating consumers about the critical role we play, we hope to foster a greater appreciation for our profession and underscore the value of working with a REALTOR®.
As always, if you have questions or comments about the campaign or anything else, please contact me at tlarson@wra.org.
Tom Larson
WRA President & CEO