Kevin Sears President | Official website
The National Association of Realtors (NAR) has launched a new consumer campaign titled "More Than Opening Doors" as part of its Right by You platform. The initiative, developed in partnership with Uncommon Creative Studio and directed by Sophia Ray of Academy Films, aims to highlight the expertise and professionalism that NAR members bring to clients. According to NAR, members agree to a Code of Ethics designed to put clients first.
In the current real estate market, prospective buyers face high home prices and uncertain interest rates. NAR’s campaign seeks to address these challenges by emphasizing the importance of professional guidance during what is often the largest financial transaction for many people.
The campaign underscores NAR’s commitment that its members will act in their clients’ best interests. It also aims to show how REALTORS offer value beyond property searches, including managing negotiations, coordinating among stakeholders, and navigating regulations.
Nykia Wright, Chief Executive Officer at NAR, stated: “One key pillar of NAR’s strategic plan is to reaffirm the REALTOR brand as a trusted symbol of expertise, integrity and reliable service for consumers. This year’s campaign educates consumers and differentiates NAR’s members as the gold standard in the industry, while at the same time helping members feel the full support of their NAR membership.”
Bennett Richardson, Chief Marketing & Communications Officer at NAR, added: “The real estate industry is experiencing an unprecedented moment of change and disruption, and yet the REALTOR brand remains the most trusted real estate brand among consumers. To meet this moment, NAR must educate home buyers and sellers about the value of working with a REALTOR through stories that are authentic to both the anxiety of buying a property and the peace of mind that comes from working with a trusted professional. We’re excited for the More Than Opening Doors campaign to show consumers just how much happens on their behalf behind the scenes. NAR’s members—REALTORS—demonstrate their hustle, commitment and professionalism every day, and we’re excited to capture that dedication in this new campaign.”
Campaign highlights include several spots such as "The One," which focuses on safeguarding client interests during renovations; "The Closing," which keeps transactions on schedule; "The Negotiation," which demonstrates negotiation tactics; and "Arcade," which addresses commercial real estate needs.
Media strategy for this campaign includes targeted advertising across streaming platforms like Netflix and Hulu as well as audio placements on Spotify and major podcasts. Social media channels such as Facebook, Instagram, Reddit, and TikTok will also be used for broader engagement.
Later this spring, NAR plans to launch REALTOR Studio in collaboration with Uncommon Creative Studio. This project aims to provide marketing tools for REALTORS that are efficient and cost-effective while maintaining consistent branding.
Sam Shepherd, Chief Creative Officer at Uncommon Creative Studio said: “It’s an honor to work with NAR again, to continue telling their story. Strategically and creatively, this year’s campaign represents the next chapter in NAR’s ongoing transformation–a body of work that brings to life the extraordinary value REALTOR agents provide, giving them credit for so much unseen knowledge and effort behind the scenes, and how they help consumers navigate some of the most important financial decisions of their lives.”
Sophia Ray commented: “Having been through my own nerve-wracking home-buying journey, I know firsthand how much having an agent who is a REALTOR matters. I was proud to take on this work because I know that REALTOR agents are the unsung heroes. Your running partner and emotional stunt double. They climb the mountain with you and stress so you don’t have to. And still, they let you plant the flag at the summit. More Than Opening Doors reminds consumers why expert guidance makes all the difference.”
NAR operates nationwide through approximately 1,200 local boards along with 54 state and territorial associations (source). The organization supports diversity within its profession (source) while providing resources such as research data and advocacy efforts (source). Headquartered in Chicago with an office in Washington D.C., it serves as a leading trade association in real estate (source).
Uncommon Creative Studio works globally across advertising sectors with clients ranging from Beats by Dre to Nike Jordan.
For more information or consumer guides related to homebuying or selling processes visit facts.realtor.
