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NAR Asks Consumers to “Look for the R” in Next Iteration of Advertising Campaign

Laurie Brill, 2020 President, Lorain County Association of Realtors®

Laurie Brill 2020 LoCAR President
As part of LoCAR's continuing effort to inform the general public of real estate issues, the following article was submitted to the Morning Journal, The Chronicle-Telegram and

Building on the successful launch of last year’s “That’s Who We R” national branding campaign, the National Association of REALTORS® (NAR) has introduced the next creative iteration. Kicking off with a series of three new spots developed in partnership with Havas Chicago, “Look for the R” calls upon consumers to turn to the iconic “R” trademark as a beacon of integrity and clarity in real estate. The new creative is part of NAR’s advertising strategy to further distinguish REALTORS®, members of the National Association of REALTORS®, from non-member agents and apps.

“Last year’s foundational ‘That’s Who We R’ campaign communicated to consumers that “R” = REALTOR®, and there is a difference. This year, the campaign will show them what that difference looks like, in action,” said NAR President Vince Malta, broker at Malta & Co., Inc., in San Francisco, California. “The ‘Look for the R’ evolution clearly positions Realtors® as real estate professionals who adhere to a Code of Ethics and make property ownership a reality through expertise and fair and ethical treatment.”

“Look for the R” focuses on authentic, human moments in the journey to property ownership, both residential and commercial, and seeks to capture the relationships between Realtors®, their clients, and communities. The new ads use a compelling mix of visual and verbal cues to make the REALTOR® “R” mark memorable. Through bold creative depictions that bring the “R” icon to life, the campaign rallies consumers to look for the “R” for reliable guidance throughout the real estate process.

“The National Association of REALTORS® has such a strong brand mark in the ‘R’,” said John Norman, Chief Creative Officer, Havas Chicago. “The modern, geometric shapes are great building blocks for communication. ‘That’s Who We R’ takes those iconic shapes, that same ‘R’ REALTORS® wear so proudly on their shirts and lapels and brings it into the world. Look for the ‘R’ and you’ll find it wherever good things are happening in real estate. It’s a clever way of integrating the NAR brand into people's lived experience as buyers and sellers. It highlights just how meaningful a REALTOR®’s expertise can be."

Today’s sellers and buyers have a lot of choices when it comes to REALTOR® representation, whether full-service or limited service. Make sure that expectations regarding level of service, communication and representation are agreed upon before selecting a REALTOR®, a member of the Lorain County Association of REALTORS®. Members of the Lorain County Association of REALTORS® care about the community in which they live, work and support.

The Lorain County Association of REALTORS® is one of more than 1,200 local boards and associations of REALTORS® nationwide that comprise the National Association of REALTORS®. The National Association of REALTORS®, “The Voice for Real Estate,” is America's largest trade association, representing more than 1 million members involved in all aspects of the residential and commercial real estate industries.

REALTOR® is a registered collective membership mark which may be used only by real estate professionals who are members of the National Association of REALTORS® and subscribe to its strict Code of Ethics. Not all real estate sales agents are REALTORS®. All REALTORS® are members of NAR along with their State and Local Associations.

Lorain County Association

5321 Meadow Lane Ct. #6
Sheffield Village, OH 44035
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REALTOR 'R'REALTOR® -- A registered collective membership mark that identifies a real estate professional who is a member of the National Association of REALTORS® and subscribes to its strict Code of Ethics. Inquiries regarding the Code of Ethics should be directed to the board in which a REALTOR® holds membership.