7:05pm | The debate over whether now is a good time to buy a home may still be raging, but just how one should do it shouldn’t even be debatable — and DIY isn’t it, according to one of the nation’s largest Realtor membership associations.
And residents in California and Long Beach over the next few months may be getting a heavy dose of that message.
The California Association of Realtors on Wednesday launched a consumer advertising campaign highlighting the value Realtors bring to real estate transactions. With the theme, “California REALTORS. Champions of Home,” the campaign is geared to raise awareness of the Realtor brand and “reinforce the professionalism of REALTORS who belong to CAR,” said the Los Angeles-based group, which reports 160,000-plus members.
There may be some diehard do-it-yourselfers who will argue the large wad of cash you save by foregoing the commission Realtors charge is worth the DIY experience, as well as possible arguments for real estate agents not associated with CAR, but the group’s multi-front, multimedia blitzkrieg-style campaign aims to quash any such arguments
The campaign features four television spots, radio traffic read sponsorships, web banners on popular websites, and search engine marketing directing consumers to a microsite, CaHomeHeads.com. A social media plan adds a viral component.
The TV and radio ads are set to air through Aug. 14, and online banners will run through Sept. 30. TV spots will air in Los Angeles, San Francisco and San Diego markets on A&E, HGTV and Bravo.
“The core message developed for this year’s advertising campaign serves to inject some positivity and optimism into the home buying and selling process for consumers,” CAR President Beth L. Peerce said in a statement. “Though the California real estate market has seen a tough couple of years, home buyers and sellers can feel secure when they have a California Realtor guiding them through the transaction process.”
The centerpiece of the campaign are characters called “HomeHeads,” who herald “the expertise and professionalism of working with a California REALTOR,” the organization said.