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

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.