The result is an effort to engage DIY-minded consumers
who are used to resolving issues with a quick search or the click
of a button and who may be fearful of reaching out to another
human being for help achieving their goals. Arnold Worldwide
contends that online real estate aggregators have given these
consumers false hope that the homebuying process is simple.
The “Get Realtor®” campaign aims to show them a bit of the
complexity of the process and the competitive advantage that
comes from working with a REALTOR®. The name is both a
cheeky take on this wake-up call (as in, “get real”) and a more
literal call to action to “get” a REALTOR®.
The campaign approaches outreach and market saturation
in a new way. For decades, advertising was devised with TV
commercials at the center, bolstered by ancillary radio spots,
billboards, and other media. The strategy for “Get Realtor®”
recognizes that consumers now have more control of their
media intake. “Consumers are at the center, and their networks
radiate out from that,” Unsworth says. Content will be present
in social media and other digital spaces, where they are already
spending their time, as well as traditional ad environments.
How the Past Builds the Future
While working with 100 years of history can be a challenge,
Unsworth says highlighting the legacy of the REALTOR® mark is
an exciting task for Arnold Worldwide. “Those are the fun brands
to work with,” she says. “Some clients come to us and say, ‘ We
need you to create a brand’ and we’re like, ‘Uh oh.’ You don’t
invent brands. It’s about revealing a brand truth.”
She compares the trademark to a diamond that only needs
a little polishing to show its true value in today’s marketplace.
“The equities of the REALTOR® brand are incredibly strong.
The DNA of the brand is 100 years’ worth of work,” she says.
“We’re tasked with honoring that work in a way that is culturally
relevant and contemporizing the vehicles we use.”
Despite the many changes to the media landscape since
the mark was created a century ago, the spirit of 1916 remains
alive and well in the new campaign. “Though we’re using digital
video and social media posts now, the overriding goal is the
same as ever: to educate the public on the many benefits of
working with a REALTOR®,” says Stephanie Singer, NAR’s senior
vice president of communications. The campaign excels in its
ability to reveal the many surprises real estate consumers may
encounter, she says, and it increases their understanding of why
they need ethical, professional help.
Charles Chadbourn would certainly agree.
Learn more about Get Realtor® at realtor.org/consumer-advertising-campaign.
Charles Chadbourn was rightfully dismayed.
It was December 1915, and as Chadbourn—a founder of the
Minnesota state association—made his way down a Minneapolis street on his way to a board meeting, he was accosted by
“A news urchin on the street thrust a paper under my
nose,” he later wrote in the National Real Estate Journal, “bear-
ing the flaming headline, ‘Real Estate Man an Embezzler’ and
importuned me to buy and read ‘all about the big scandal in a
real estate office.’ ”
Two years earlier, the National Association of Real Estate
Exchanges (as NAR was then called) had approved a Code
of Ethics, vowing to operate by the Golden Rule. But “buyer
beware” still ruled the marketplace.
How, he wondered, might the public understand the difference between a mere real estate agent—with no commitment
to professionalism—and an association member? He wanted a
concise way to convey the trust and authority that defined the
professional practice of real estate. So in the model of “
doctor” and “lawyer,” he coined the term “Realtor.” Chadbourn
successfully petitioned his local board in Minneapolis to begin
using the word, and in 1916, he signed over rights to the term,
making the national association its defender.
Learn more about the trademark centennial at 100years.
Charles N. Chadbourn. 1939
Known as “Father Realtor”