The National Association of Realtors is pushing to draw more people to Realtor.com with a new ad campaign announced today. Entitled “Real People,” the 30-second ad spot highlights what NAR sees as the benefits of working with one of its accredited members and using the Realtor.com site, which is operated by Move, Inc.
Like past advertisements for Realtor.com, the ad hammers home claims that the site is the “most accurate” place for prospective homebuyers to search for properties. It’s all a part of a larger campaign entitled “Real Insight,” which NAR hopes will encourage people to turn away from competing websites like Zillow and Trulia, which are also engaged in a high stakes multi-million dollar advertising battle.
Move Inc.’s Realtor.com entered the fray in May with its own campaign.
“Some have suggested that new technologies should make buying a home more like buying an airline ticket or a stock certificate, but they’re missing the point,” NAR Chairman Steve Brown said in a press release. “You don’t live your life in a stock share, raise your kids in seat 7B, or build your future online.”
In the coming months, NAR will be hosting a series of live and online “Conversations with Real Insight” that are supposed to provide insights about today’s real estate market from Realtors to attendees who want to know more.
NAR’s effort, which is a part of its $35 million annual marketing budget, will supplement the “Accuracy Matters” ad campaign campaign Realtor.com launched earlier this year. This effort will increase the total marketing budget being spent on bringing exposure to Realtor.com, as both Zillow and Trulia continue their own multimillion dollar marketing campaigns.
Zillow said that it plans to spend $65 million on marketing this year, while Trulia plans to sink up to $45 million in branding and advertising.
Still, NAR has a long way to go if it wants to see Realtor.com become the leading place for prospective homebuyers to go online.
Zillow just reported that it saw 83 million unique users last month. Alexa currently ranks Zillow as the 38th most popular site in the U.S., compared to Trulia, which ranks in 92nd place, and Realtor.com, which comes in last at 152nd place.