NAR Unveils ‘That’s Who We R®’ Consumer Campaign

The REALTOR® story launched on Feb. 25 with a new nationwide ad campaign from the National Association of REALTORS® that should resonate strongly with consumers and members, reinforcing the value of REALTORS® as knowledgeable advocates for property owners and communities. The multiplatform campaign kicks off with 30-second commercials on broadcast and cable TV and on audio streaming services that highlight what distinguishes REALTORS® from other real estate licensees.

'That's Who We R' logo

The direction of the powerful “That’s Who We R” campaign received enthusiastic feedback from members at the REALTORS® Conference & Expo in Boston last November. The ads depict REALTORS® as trusted, committed advisers not only helping clients with a real estate transaction but also advocating on their behalf with lawmakers on Capitol Hill and as municipal leaders and volunteers in their own communities.

“Our story is a century in the making as we began to set NAR members apart from the rest by establishing the Code of Ethics in 1913. This Code is as relevant now as it was 100 years ago,” says NAR President John Smaby.

The development of the campaign was driven by three primary goals:

  • To clearly demonstrate the value of a REALTOR® to consumers
  • To distinguish REALTORS® from other real estate agents
  • To deliver a sense of pride in being a REALTOR®

In addition to television and audio channels, the ads will appear in multiple formats on streaming services, online videos, social media, and in print.

The consumer ad campaign delivers a significant brand benefit. In 2018 alone, there were 2.71 billion impressions.

NAR’s Consumer Communications Committee was charged with confirming that the messaging was on target. “We wanted to ensure that the campaign feels authentic and is a true representation of our diverse group of members across the country,” says committee chair Tiffanie Mai-Ganske.

Members and associations can find shareable materials from the campaign to use in their own marketing—some of which can be customized with a business logo—at ThatsWhoWeR.realtor.