The NAR Puts a Kid on a Swing
Author: Jay T. - The EditorPosted on November 7, 2007
Filed Under NAR - Advertising
To counter recent negative housing reports in the media, NAR is helping local REALTOR® associations across the country explain the real facts behind the real estate market in their area.
NAR has created a print ad that targets potential home buyers, educating them about the long-term value of housing and providing insight into local real estate markets to help buyers make informed decisions about what can be the biggest investment opportunity of their lives.
A full-page version of the ad will run in USA Today on November 2 and November 9, 2007. Local versions of the ad will run in select markets nationwide on November 4 and November 11, 2007.
Click here for the add in all its glory.
I wonder what this gem cost? Anyone know what full page ads in the USA Today go for?
Here’s what the Motley Fool has to say about it.
This is a typical bromide from the trade group that brought us a never-ending supply of optimistic spin, encouraging people to buy homes as “investments,” no matter how over-inflated they were, no matter how bad the financing was. (Hey, you can’t blame them. They just want their 6% cut on the biggest financial transaction in your life.)
Like much of the general population, they assume Realtors, all Realtors, support ads like this. And I can understand why. After all, it is OUR trade group putting out this drivel. The Fool probably thinks (like many do) that we have some sort of say in what the NAR rolls out.
Thanks NAR, for continuing to improve the public perception of Realtors.
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6 Responses to “The NAR Puts a Kid on a Swing”
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I’ve seen worse, to be honest …
Not a huge fan of the kid on the swing, not for how it plays independently but for the beating NAR and the rest of us will take for trying to tug on the heartstrings.
Ok, I’ve been reading this blog for awhile and have been sorting through my thoughts. I always try to give equal weight to all sides of rhetoric and know that somewhere in the middle there is the truth. But I’ve got to tell you that you may wish to put your Blog skills to marketing and running your business, because this blog does nothing but hurt you and everyone that is a REALTOR®. First let me say, that it’s “ad” and not “add”, second when you use the word “REALTOR®”, it’s trademarked - so capitalize it and/or put the registered mark behind it.
I have attended countless lectures by Economists in the past year - none of them on NAR’s payroll and they’ve repeatedly said that the downtrend in the market was investor confidence and the media. There are little to no other real contributors. As a Broker in one of the worst markets - I want NAR to do everything they can to combat the negative press. That’s one of their many jobs!
There is not one thing wrong with this ad. It is factual and basic, and as a marketing person - it plays out well.
I am very involved with my association both local and State because I may not think they always get it right and I thought that it was more effective to get involved and help and add my “two cents” then to sit around and just bad mouth them.
When I read things like you blog entry here, I am compelled to ask what you’re doing to help the industry. People will remember the in-fighting and negativity of the ad’s and statements far after they remember those who said it.
All you’ve done is help to destroy an already negative view of REALTORS®. Of course “Motley Fool” and others like them sound off about this thing and agents wanting the money. It’s evident that even our own members (as translated by this blog) agree with them!
You have a right to your opinion, but I don’t want anyone to assume that you speak for the members of this trade association.
Matthew - thanks for reading and commenting.
I’m a little surprised that your first comment is attacking for a typo. Seems what you had that followed is far more important to point out than the fact I typo’d “ad”. I did manage to use it correctly everywhere else in the post.
“All you’ve done is help to destroy an already negative view of REALTORS®.”
Why is there such a negative view of Realtors? I think the NAR and it’s Pollyanna attitude has done far more to destroy public perception than this three week old blog.
“You have a right to your opinion, but I don’t want anyone to assume that you speak for the members of this trade association.”
Never meant to imply I spoke for everyone. I thought it was abundantly clear that I did not. I’ll add something to the “about” page and statement to clarify that.
“I want NAR to do everything they can to combat the negative press. That’s one of their many jobs!”
Agreed. But in my opinion, they are failing miserably at this task. The attitude displayed in the Motley Fool quote above is rampant. Obviously the NARs campaign isn’t very effective.
“When I read things like you blog entry here, I am compelled to ask what you’re doing to help the industry. People will remember the in-fighting and negativity of the ad’s and statements far after they remember those who said it.”
I talk, I educate, I write. You obviously don’t agree with what I have to say, and that’s fine. Not everyone will. It’s not all about the NAR. Educating the public on the realities of the real estate market and the job of a real estate agent is crucial. The NAR doesn’t do that well, IMHO. I do the best I can with my clients and the general population that stumbles across my blogs.
“second when you use the word “REALTOR®”, it’s trademarked - so capitalize it and/or put the registered mark behind it.”
You’re right, I should do that. But this over-protection of the word realtor, and the insistence that it be CAPITALIZED IS JUST SILLY. Whether the NAR wants to admit it or not, the term Realtor has become synonymous with real estate agent. Capitalizing every letter isn’t going to change that. Poll the general public and ask them what a Realtor is. I suspect a staggering majority would say “It’s a real estate agent”, not “It’s a member of the NAR”. “Realtor” has escaped into the public domain, like it or not.
I respect what you’re doing in the theory of showing the other side. From debate comes fact in most cases. Somewhere between Pollyanna and NAR Wisdom is the truth. I just wish that once in awhile members would take a more active role of shaping the Assocation. It’s a huge task and again - if I agreed with all that was happening, I wouldn’t need to involve myself.
Please keep writing and I’ll try to be a little less defensive!
“Please keep writing”
I will.
“and I’ll try to be a little less defensive!”
Me too!
[…] I can hardly wait to see the $42 million aggressive public awareness campaign. Or has this money already been spent telling everyone, “it’s a great time to buy or sell a home” or putting the kid on a swing? […]