Realtors bring in the big ad guns

If you watch television today, it will be hard to miss the start of a $40 million ad blitz by the National Association of Realtors targeting nearly everyone on the planet, including home buyers, home sellers, FSBOs (For-Sale-By-Owners), commercial real estate owners and Realtors.


The gigantic trade group is determined to convince everyone it’s a good time to buy, a good time to sell, and a good time to hire a Realtor if you want to do either.

The 11-month campaign will spread to radio in a few weeks. NAR also has created print ads that can be customized by local associations or agencies. The FSBO ads say, “Two-thirds of For-Sale-By-Owners would use a Realtor next time. The other third swear to never, ever move again.”

NAR has bought 5,859 network radio spots, 2,600 cable TV ads and 336 network TV spots, 41 of them in prime time on such top shows as Good Morning America, Extreme Makeover, Grey’s Anatomy, 60 Minutes and Cold Case.

In all, $26 million is budgeted for TV: Late Show with David Letterman will get a big chunk of the budget, as will the NCAA basketball tournament, the Major League Baseball playoffs, and Hispanic TV channels Univision, Telemundo and Galavision.Not to be left out, local radio will run 25,000 spots, NAR says.