Helping you communicate the REALTOR® difference

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Helping you communicate the REALTOR® difference

By Kymberly Franklin posted 09-01-2022 15:59

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#ThatsWhoWeR

As members of the National Association of REALTORS®, we are unified by the REALTOR® brand and our iconic trademark R. It’s who we are – and it’s important for consumers to understand that distinction. NAR has an award-winning national advertising campaign to differentiate and elevate the REALTOR® brand with consumers. But, what are WE saying to clients to engage in that conversation and articulate our value? Consumers should also learn that value directly from REALTORS®, and in a consistent way.

As a result, the National Association of REALTORS® developed language and supporting assets at TheDifference.realtor to help you, and every NAR member, succinctly articulate the REALTOR® difference. Please leverage these tools with your current and future clients – share it on your website, on social, in your profile and bio, at the bottom of emails and more.

Distinguish yourself by sharing the value of the REALTOR® brand, which unites us all, so consumers understand the REALTOR® difference.

7 REASONS TO WORK WITH A REALTOR^®

REALTORS® aren’t just agents. They’re professional members of the National Association of REALTORS® and subscribe to its strict code of ethics.

This is the REALTOR® difference for home buyers:

1. Ethical treatment. Every REALTOR® must adhere to a strict code of ethics, which is based on professionalism and protection of the public. As a REALTOR®’s client, you can expect honest and ethical treatment in all transaction-related matters. The first obligation is to you, the client.

2. An expert guide. Buying a home usually requires dozens of forms, reports, disclosures, and other technical documents. A knowledgeable expert will help you prepare the best deal, and avoid delays or costly mistakes. Also, there’s a lot of jargon involved, so you want to work with a professional who can speak the language.

3. Objective information and opinions. REALTORS® can provide local information on utilities, zoning, schools, and more. They also have objective information about each property. REALTORs® can use that data to help you determine if the property has what you need. By understanding both your needs and search area, they can also point out neighborhoods you don’t know much about but that might suit your needs better than you’d thought.

4. Expanded search power. Sometimes properties are available but not actively advertised. A REALTOR® can help you find opportunities not listed on home search sites and can help you avoid out-of-date listings that might be showing up as available online but are no longer on the market.

5. Negotiation knowledge. There are many factors up for discussion in a deal. A REALTOR® will look at every angle from your perspective, including crafting a purchase agreement that allows enough time for you to complete inspections and investigations of the property before you are bound to complete the purchase.

6. Up-to-date experience. Most people buy only a few homes in their lifetime, usually with quite a few years in between each purchase. Even if you’ve done it before, laws and regulations change. REALTORS® handle hundreds of transactions over the course of their career.

7. Your rock during emotional moments. A home is so much more than four walls and a roof. And for most people, property represents the biggest purchase they’ll ever make. Having a concerned, but objective, third party helps you stay focused on the issues most important to you.

How Does the Ad Campaign Benefit REALTORS®?

REALTORS® fund the consumer ad campaign with their annual assessment, which provides incredible value. The ad campaign gives REALTORS® a national audience to showcase their brand, thus increasing the association’s reach and impact to the public while driving home the value of property ownership and importance of working with a REALTOR®. It helps consumers know that:

The REALTOR® Code of Ethics makes REALTORS® your advocate in one of the largest transactions you’ll ever make.
A REALTOR® isn’t just a home or business search, it’s a human connection to the best property for you.
A REALTOR® knows your neighborhood, the neighbors, and volunteers to make it better.
A REALTOR® negotiates the best price and uses the industry’s leading market data to do it.
A REALTOR® finds you a dream home and protects your right to it.
A REALTOR® is supported by the nation’s largest professional trade organization, protecting your property and community long after the contracts are signed.

3 Communication toolkits from NAR:

As we all know well, local MLS broker marketplaces are pro-consumer and pro-competitive, and it is important to communicate that and the value of REALTORS® as much and in as many ways as possible.

We are sharing 3 communications toolkits to help do that. They explain the benefits of local broker marketplaces and the value of REALTORS® through a variety of communications materials – key facts, infographics, Q&A, media content and more – that can be used as is or customized. The toolkits are centered around 3 core areas, also as represented at our competition.realtor website: Fostering Competition, Consumer Access & Opportunity, and REALTORS® as Champions.

Consumer Access and Opportunity REALTOR® Toolkit
Fostering Competition REALTOR® Toolkit
REALTORS® As Champions REALTOR® Toolkit

Of Note:

Find official member value proposition language that you can pick up and utilize on social media, your bio, webpage, and more on thedifference.realtor.
Review campaign style guide for guidance on correct asset usage here.
NAR Earns Recognition for its National Ad Campaigns Promoting Fair Housing and the Community Impact of REALTORS®
The NAR+Photofy app allows you to easily personalize and share the "That’s Who We R" campaign assets on your social media accounts. Sign up today at Photofy.com/NAR(link is external).
See and download the Fair Housing Assets here.