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C.A.R. consumer
advertising campaign highlighting differences between
REALTORS® and real estate agents set to launch April
13
Campaign reinforces the value of using a REALTOR® when
buying or selling a home
LOS
ANGELES (April 12) – The California Association of
REALTORS® (C.A.R.) will launch its 2005 Consumer
Awareness REALTOR® Differentiation Advertising Campaign
on April 13. Designed to highlight the differences
between REALTORS® and real estate agents who are not
REALTORS®, the campaign originally hit the airwaves in
2003 and was met with overwhelming success among
consumers and REALTORS® alike.
Research
conducted at the conclusion of the initial campaign
showed the first appreciable, significant improvement in
recall of, and appreciation for, the REALTOR®
designation in the 10 years C.A.R. has been conducting
consumer market research. The research also showed that
consumers are assigning an increasing importance to
working with a real estate agent who is a REALTOR®.
"Titled
'REALTOR® -- The Most Important Title in Real Estate™,'
the campaign this year features 60-second radio spots
being aired statewide,” said C.A.R. President Jim
Hamilton. "Based on the success of the campaign in the
previous two years, we feel it’s very important to
continue the momentum behind the message by
communicating directly with consumers about the added
value they receive by working with a REALTOR® when
buying or selling a home.
“The
campaign reinforces the differences between REALTORS®
and real estate agents and emphasizes the level of
professionalism that
California's
more than 165,000 REALTORS® bring to the real estate
transaction,” he said. "The campaign empowers consumers
to be more proactive and more selective about the person
they will be working with when buying or selling their
home.”
The $1.6
million radio campaign emphasizes that consumers have a
choice when selecting an agent to represent them when
they’re buying or selling a home, that REALTORS® adhere
to a strict code of ethics, and that they're more likely
to get results when working with a REALTOR®. The ads
also acknowledge C.A.R.’s Centennial anniversary and the
REALTORS® who have been helping Californians buy and
sell homes for 100 years.
For
complete information on the 2005 Consumer Awareness
REALTOR® Differentiation Advertising Campaign, go to
http://www.car.org/index.php?id=MzE4MzA
Leading the Way...® in
California real estate for 100 years, the California
Association of REALTORS® (www.car.org)
is one of the largest state trade organizations in the
United States, with more than 165,000 members dedicated
to the advancement of professionalism in real estate.
C.A.R. is headquartered in
Los Angeles. |