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| To: All REALTORS®
From: Vicki Cox Golder, 2010 NAR President Date: January 11, 2010 Re: NAR Update: 2010 Public Awareness Campaign Ads Dear Fellow REALTOR®, As we kick off a New Year, I want you to know that NAR is doing everything we can to reach consumers with information about the extended and expanded home buyer tax credit and to encourage buyers and sellers to contact a REALTOR®.
Chief among those efforts is our 2010 Public Awareness Campaign!
As you may know, the Public Awareness Campaign remains one of the most popular NAR programs. In 2009, 97 percent of our members favored the advertising program that promotes REALTORS® and the value of homeownership, and 95 percent wanted to see more advertising like it.
This year’s campaign started early. New radio spots started airing in November 2009, and new TV spots began airing in December. This is the first time since the campaign’s inception that spots will air year-round. (This file will open in MS Excel; please click on "Open" to download.)
Beginning January 18, home buyers and sellers will begin to see national print and online advertisements, in addition to the TV and radio spots. Public Awareness Campaign ads will run in national premium consumer magazines like Martha Stewart Living, Real Simple, Popular Mechanics and This Old House, and online on Web sites including HGTV.com, DIYnetwork.com, RealSimple.com, TLC.com, About.com and ThisOldHouse.com. This all-out effort will help us reach even more consumers.
USE THIS LINK to learn more about the 2010 tax credit campaign.
In addition to the advertising placed by NAR and various local and state REALTOR® associations, we have also created Web banners, print materials, TV and radio downloads that you can use on your Web site and throughout your business.
The ads are clearly having an impact. A March 2009 survey indicated that only 60 percent of first-time buyers were aware of the home buyer tax credit. Public Awareness Campaign tracking research conducted in October 2009 showed that the ads helped raise awareness dramatically – to 95 percent of first-time buyers.
After the tax credit expires on April 30, 2010, the Public Awareness Campaign will be ready with new ads that promote REALTOR® value in these challenging times; we’ll keep you apprised as these new materials are launched.
In the meantime, I thank you again for your continued support, as we work to keep real estate “On the Rise” in 2010. Sincerely, 
Vicki Cox Golder, CRB
2010 NAR President |
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