This year’s campaign is about imbuing “Who's Your REALTOR^®?” with fresh and relevant meaning. Starting with  research, we found that consumers want to be heard when it comes to their frustration with the ever-shifting California real estate market. They were excited to hear that REALTORS^®  “get it" when it comes to the challenges they’re facing.” Once they heard about the empathy and understanding that California REALTORS^® bring, it made them more excited to learn about their expertise  and experience. The California REALTORS^®’human approach is the tie-breaker when it comes to apps and other DIY real estate methods and platforms available to today’s consumer.

With media, we’ll demonstrate our strength in leadership during critical real estate sales periods while integrating into the everyday lives of home buyers and sellers. Keeping in mind rapidly changing trends and media habits, we’ve created a robust media plan leveraging marquee partners across broadcast and streaming video, digital video and banners, and social platforms to let our message shine.

We’ve also created an internal program called Share University that amplifies our message by teaching and inspiring members to share it. With new and improved tools, members have everything they need to customize, personalize and supercharge communications - whenever they’d like, all for free.

Here are the highlights of this year’s marketing campaign:

• Video Campaign: We’ve set out to prove REALTOR^® relevance and value, spark confidence in the market through confidence in California REALTORS^® and leverage storytelling to turn our members into heroes.
  
  With three different client stories, we’re proving that home buyers and sellers can’t rely on what happened last year. They can’t rely on their buddy next door. They can’t rely on an app. They need someone who can read market conditions as they happen and interpret what they mean to their unique situation. They need a CaliforniaREALTOR^®.
  
  
• Broadcast and Streaming Media Buy: We’ve developed a big and bold video approach that delivers both :60 and :30 spots on traditional TV + digital streaming on major networks and premier programming in core markets and statewide. We’ll have a robust schedule on NBC, ABC, HGTV, Hulu + Peacock across morning shows, live news, local sports and prime. Jennifer Branchini will make a special appearance on NBC’s California Live and we’ve also partnered with the leading Hispanic network, Telemundo, to offer in language :30 spots.
  
  
• Key Partnerships: We’re leveraging “home authorities’ such as HGTV and realtor.com to seed the dream and offer resources to bring that dream to life, as well as integrating into everyday lives with paid social using FB/Instagram, YouTube and Pinterest.