Nar To Highlight Realtor Services, Value In New Campaign

The National Association of Realtors (NAR) announced its launch of a new consumer campaign — More Than Opening Doors — designed to highlight the role of Realtors beyond traditional property searches.

The initiative is part of NAR’s strategic platform, Right by You, and was directed by Sophia Ray of Academy Films in partnership with Uncommon Creative Studio.

Messaging aims to show how NAR members support clients throughout the real estate process.

NAR CEO Nykia Wright said the campaign is central to the organization’s broader strategic plan.

“One key pillar of NAR’s strategic plan is to reaffirm the Realtor brand as a trusted symbol of expertise, integrity and reliable service for consumers,” she said. “This year’s campaign educates consumers and differentiates NAR’s members as the gold standard in the industry, while at the same time helping members feel the full support of their NAR membership.”

Bennett Richardson, chief marketing officer at NAR, said the campaign emphasizes transparency.

“The real estate industry is experiencing an unprecedented moment of change and disruption, and yet the Realtor brand remains the most trusted real estate brand among consumers,” he said. “To meet this moment, NAR must educate homebuyers and sellers about the value of working with a Realtor through stories that are authentic to both the anxiety of buying a property and the peace of mind that comes from working with a trusted professional.”

The campaign showcases services Realtors provide such as managing negotiations, coordinating stakeholders, navigating complex regulations and meeting critical deadlines. Key spots include:

• The One — protecting a client’s plan to add an addition.
• The Closing — tracking a transaction to close on time.
• The Negotiation — securing the best deal through collaboration.
• Arcade — addressing signage, utility and other hurdles in commercial real estate.

Supported by Havas Media Network, the campaign targets first-time homebuyers and high-value segments using video, audio, social, digital, search and out-of-home platforms.

Streaming video will run on Netflix, Hulu, Disney+, Amazon Prime Video, Peacock and YouTube, with audio on Spotify, iHeart, SiriusXM and podcasts like SmartLess and Stuff You Should Know.

Social media outreach includes Facebook, Instagram, Reddit and TikTok.

NAR and Uncommon Creative Studio will launch the Realtor Studio later this spring, a design ecosystem to streamline marketing and branding for members.