FOR IMMEDIATE RELEASE

REALTORS®’ 2004 Public Awareness Campaign Kicks Off:
Your Clients Will Know to “Ask if your agent is a REALTOR®”

January 2004 - West Babylon, NY -

“For sale by owner? Not this owner”…“ I think you should go to an expert and have them do it.”

“I don’t know enough to know what I don’t know”…“ My REALTOR® is my partner.”

Sound familiar? It should. These are comments from real homebuyers and sellers about their experiences—and what it was like to work with, and in some cases without, a REALTOR®. More importantly, they have been captured on film and are the basis for the new 2004 Public Awareness Campaign.

The REALTOR® Public Awareness Campaign enters a bold new phase in 2004 with real-life customers telling of their experiences. Most importantly, the campaign has a strong consumer call to action to, “Ask if your agent is a REALTOR®, a member of the NATIONAL ASSOCIATION OF REALTORS®.”

The new call to action and striking REALTOR® Pin graphics are the boldest step yet to clearly identify and brand REALTORS® across the country as adding immeasurable value to the transaction and to position REALTORS® as the best the profession has to offer.

Two new commercials focus on buying and selling. The seller spot specifically takes aim at the For-Sale-By-Owner (FSBO) market and lets consumers relate their nightmares, fears and concerns, and how the alternative of selling with a REALTOR® is clearly the best choice.

New radio, including a commercial-member version has also been crafted in :60 and :30 second lengths. Four-color and black & white print ads, billboards, bus shelters and web banners have also been created to support the new Public Awareness Campaign effort in 2004.

Members have direct access to the new web banners, which can be downloaded directly from the Public Awareness Campaign site at realtor.org. Just go to www.realtor.org/awarenesscampaign and click on the National Campaign tab to get to the National Campaign Materials button. (Note, the 2004 campaign materials will be posted by Jan. 26.)

This year’s national media plan also debuts new sponsorships that will keep members front-and-center with prospective customers. Sunday Night Baseball on ESPN Radio and the 2004 Summer Olympics Radio, featuring a sponsorship position with Bob Costas, put REALTORS® in two new high-profile media vehicles. Early morning programs, like NBC’s Today Show, and Late Night TV, on programs like David Letterman, will continue to complement network TV news with Tom Brokaw (NBC), all of which have been an ongoing part of NAR’s national television activities. In cable, the Public Awareness Campaign message can be seen on networks like the Discovery Channel, Home and Garden Television and A&E.

This year’s spots will continue to run on network radio, such as Westwood One and National Public Radio. In addition, Hispanic radio spots are scheduled to reach prospective Hispanic customers, in-language, on Univision.

The 2004 Public Awareness Campaign breaks nationally on February 9th in network radio and March 8th in network television.

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Press Release Contact:
Tricia Chirco
Marketing & Communication Director
631-661-4800 Ext. 345