It’s tough being a real estate agent, or in the US a realtor, right now. Prospective home buyers continue to face soaring home prices, uncertain interest rates, and an industry often perceived as opaque and confusing. In a tricky environment like that, Uncommon has realised that the value of professional guidance and expertise matters more than ever, especially on a purchase which may be the largest financial transaction you ever make.
So Uncommon Creative Studio and The National Association of REALTORS (NAR) have launched a campaign, More Than Opening Doors, that shows what makes NAR realtors stand out by showing what they do behind the scenes on behalf of buyers. Through membership, they agree to follow a Code of Ethics that puts their clients first, and gain expertise and professionalism, which ultimately protects their clients.
More Than Opening Doors, directed by Sophia Ray of Academy Films, amplifies NAR’s promise that its members will do Right by You. NAR’s campaign goes beyond the pledge that REALTORS protect their clients to show how they do it – with unmatched expertise and professionalism, well beyond the property search.
The return of the platform, Right by You, operates on multiple levels – NAR serves its members effectively, just as agents who are REALTORS serve their clients. This clear alignment has been key in strengthening brand perception and reinforcing their reputation for ethical, trusted partnerships.
Nykia Wright, chief executive officer at NAR, stated, “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. 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, added “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. To meet this moment, NAR must educate home buyers 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. We’re excited for the More Than Opening Doors campaign to show consumers just how much happens on their behalf behind the scenes. NAR’s members demonstrate their hustle, commitment and professionalism every day, and we’re excited to capture that dedication in this new campaign.”
Key campaign spots include:
- The One – demonstrates just some of the work and know-how needed to safeguard the client’s wish to add an addition.
- The Closing – keeping the transaction on track to close on time.
- The Negotiation – highlighting a REALTOR agent using smart negotiation tactics and collaboration to secure clients the best deal.
- Arcade – focusing on commercial real estate, illustrating how an agent who is a REALTOR evaluates hurdles from signage regulations to utility requirements, to help their client find a home for their new business
The full campaign spans video, audio, social, digital, search, and out-of-home. Premium streaming video will deliver mass reach with precise targeting, running on platforms including Netflix, Hulu, Disney+, Amazon Prime Video, Peacock, and YouTube, where audience attention is highest. And will engage audiences during high-attention moments on Spotify, iHeart, SiriusXM, and top podcasts such as SmartLess and Stuff You Should Know. Finally, to meet people where they spend the most time, the campaign will also expand across Facebook, Instagram, Reddit, and TikTok.
In signature Uncommon fashion, the studio’s partnership with NAR extends far beyond a traditional agency remit. Together with Uncommon, later this spring NAR will launch the REALTOR Studio, a universal design ecosystem. Currently in development, the REALTOR Studio promises to help deliver real, tangible value to NAR members by elevating how REALTORS show up with high-quality, professionally crafted marketing, using tools that are easier, faster, and more cost-effective.
Sam Shepherd, chief creative officer, Uncommon Creative Studio, stated, “It’s an honour to work with NAR again, to continue telling their story. Strategically and creatively, this year’s campaign represents the next chapter in NAR’s ongoing transformation–a body of work that brings to life the extraordinary value REALTOR agents provide, giving them credit for so much unseen knowledge and effort behind the scenes, and how they help consumers navigate some of the most important financial decisions of their lives.”
