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C.A.R.'s annual consumer advertising campaign creates awareness of the REALTOR® brand and demonstrates the many benefits of the consumer-REALTOR® relationship.

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What do a biker, a bulldog, an entrepreneur, and some famous tacos have in common? Well, it’s a long story, and the premise of C.A.R.’s consumer advertising campaign. The “Long Story” commercials and consumer advertisements highlight that California REALTORS® are at the center of economic growth within the state and emphasizing the benefits of working with one.
 

The consumer advertising campaign launches April 3 and will be seen and heard throughout the state propelled by two TV commercials running on NBC, HGTV, DIY and Bravo. Four new C.A.R.-branded vignettes will also air featuring Egypt Sherrod, Television Host, Author and REALTOR® showing life with and without a REALTOR®. Our TV campaign will extend into digital in order to reach a new generation of home buyers. In addition, we’ll be partnering with Telemundo to engage with a multicultural audience in CA.
 

Discovery can happen anywhere and we will be part of our consumer’s daily routine. C.A.R.’s radio commercials will continue to dominate Friday drive times with a series of touch points across multiple stations in each market. We’ll extend that on-the-go mentality through highly visual mobile ads built to educate and engage.

All of these touch points connect the dots between REALTORS® and the California economy, illustrating how a Champion of Home can help consumers close on their dreams and, together, benefit the entire state. The goal is to continue to create awareness of the REALTOR® brand and to demonstrate the many benefits of the consumer-REALTOR® relationship.

 
Television and Radio:

To help spread our message, C.A.R. has again partnered with two media giants, NBC and iHeartRadio, ensuring our message will be seen and heard across the state.

The campaign includes: 

  • More than 1,300 TV spots will air across four top markets: Sacramento, San Francisco, Los Angeles, and San Diego. These 30-second and 15-second television ads will be seen on one of America’s top television networks NBC, as well as on Bravo and HGTV, during some of their most noteworthy programming.

  • Four 30-second vignettes with industry expert and HGTV star Egypt Sherrod will run more than 310 times, highlighting the importance of working with a REALTOR® to navigate the home buying and selling process.

  • More than 20 TV spots featuring custom Hispanic video content with Telemundo talent to deliver authentic, in-language message within the LA DMA reaching over one million impressions.

  • More than 1,600 radio spots will air in those four key markets. C.A.R. has partnered again with iHeartRadio to keep our market-penetrating format and dominate Friday evening and Monday morning commutes. This year, expanded weekend support and online streaming have been added to the mix. Hear the new spots, varying in length from 5-second DJ reads to 60-second spots, and learn more about the radio buy.

Online:

Our digital campaign is designed to educate potential CA homebuyers with highly engaging video, editorial, and banners across a variety of different platforms, generating roughly 22.6 million impressions.

We’ll leverage digital video properties such as Hulu, NBC, and HGTV to extend our TV buy and lean into shifting viewing habits. We’ll partner with BuzzFeed to create custom content that speaks directly to first time homebuyers, which will be distributed natively and on Facebook. Finally, we’ll team up with REALTOR.com and premium ad network, Undertone, to create a highly visual mobile experience for that homebuyer on the go.

Don’t forget our consumer-facing website, www.championsofhome.com where consumers can access information such as staging tips, the latest county pricing trends and more across desktop, tablet and mobile anytime and anywhere with ease.
Launched last year, the CARmojis app is still going strong! REALTORS® are able to add flair to texts and photos with emojis and custom stickers by downloading the CARmojis app. These accompany REALTOR® REALTALK (custom graphic maker) and REALTOR® ReelMaker (personalized C.A.R. consumer ad campaign videos). All are available on the marketing tools website, www.CARMemberTools.com.
 
Social Media:
C.A.R.’s social media presence will continue to energize members, engage consumers, and create a comprehensive experience that encourages sharing messaging tied to C.A.R. There will be social content on C.A.R.’s Facebook, Instagram and Twitter platforms for our members to share with their clients and network. There are also new pins to our Pinterest boards with helpful tips and tools for consumers and REALTORS®.
 
Overall Campaign highlights include:

  • Over 1300 TV spots on NBC, HGTV and Bravo for 14 weeks during the industry’s peak season

  • At least 310 spots featuring :30 vignettes with HGTV and expert REALTOR® Egypt Sherrod airing for 7 weeks

  • Over 1600 radio spots over 14 weeks

  • More than 22.6 million online impressions over 14 weeks

  • Friday drive-time domination and Monday live a.m. DJ series in four key radio markets

  • Online presence through robust pre-roll, custom editorial, and high impact mobile units on Hulu, NBC, HGTV, BuzzFeed, Facebook, REALTOR.com, and Undertone.

  • Updates to www.championsofhome.com with new content

  • New REALTOR® tools to create custom marketing content to share with clients and prospective clients through social media, email, newsletters and more.


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