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NAR 2012 Public Advocacy Campaign:MEDIA PLAN

Realtor.org

Media Plan
"The 2012 Public Advocacy Campaign media buy has been significantly expanded, with heavy rotations in TV and radio using a new strategy to reach an influential advocacy-focused audience effectively. Combined with NAR's advocacy efforts, the campaign's impact is magnified exponentially with decision makers on Capitol Hill and in influential homes all across America. Through almost 14,000 spots, NAR's home ownership advocacy message will be seen and heard by consumers approximately 8 billion times in 2012." LINK


Public Advocacy Campaign: REALTOR® Research
"The Public Advocacy Campaign is one of the most popular programs among NAR members. In 2011, 94 percent of REALTORS® favored the advertising program, and 94% also believe the ads are appropriate for the current political climate." LINK
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April 12 2012 - Rossford
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Profile picture for Pasadenan
LOL!

8 Billion times???  Let's see, children are not housing consumers, and people in assisted living facilities are not housing consumers, so maybe 1/3 of the population are the targeted consumers?  So 100 million?

That means an average of 80 times each for the year? 1.5 times per week?

I think I accidentally saw 4 of their "commercials" last year, and it was the typical deceptions offered by Lawrence Yun...

I guess I know which programs I should avoid seeing this year.

Now, did those Realtors that didn't think the ads were appropriate even bother to respond to the survey?
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April 12 2012
Profile picture for Dunes ..

Public Advocacy Campaign: Consumer Research

Methodology
"Telephone interviews were conducted among 1,500 qualified adults selected at random between September 6-23, 2011.


"Qualified respondents reflected the campaign's target audience. Respondents were men or women between the ages of 25-54 who were responsible for decisions regarding real estate transactions for the household, and who had either..
Bought or sold real estate (residential or commercial) in the past 12 months
or Planned to buy or sell real estate (residential or commercial) within the next 12 months"

(Results of Research from Qualified People Survey ;)

"Three-fourths of consumers surveyed said they would respond if NAR asked them to take action in support of a housing issue."

"Seven out of 10 respondents said that NAR's advertising made them feel more positive about homeownership."
LINK

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April 12 2012
Profile picture for Pasadenan
Even though that means that 25% of the 1500 "respondents" were completely frustrated with NAR advertisements and thought that Lawrence Yun should be "fired" and that NAR's advertisements were just annoying distractions...

Those 1125 people that said they would "support" NAR's lobbying efforts were either saying:
a) They wanted a government hand out for a house they were thinking about buying this year, OR
b) They wanted the federal government to step in to prop up the market so that they don't lose equity in the house they just bought.

Then there always is the issue of who is doing the survey.  The respondents usually don't want to say anything that would negatively affect a friend, even if it was only someone that helped with a purchase.  So what they tell the person on the phone may be entirely different than what they are actually willing to do.

And at 4 million homes sold in the U.S per year?  Even if the survey had validity and the respondents answered truthfully and the respondents are actually motivated to spend their time and energy on a lobby effort, and the sample size was sufficient to be statistically significant.... 3/4 of 8 million is only 6 million responses.  And if it came down to a legislative hand out again, at least 20 million people would respond that the government needs to get out of the hand-out business and let the market correct on its own.  And a majority of the legislators are already thinking that way after reviewing the effects of the last 3 handouts for the housing industry.
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April 12 2012
Seems like NAR used the Zillow zestimate algorithm to calculate the 8 billion views. Seems to me that NAR and Zillow deserve each other and it would be fun to see NAR make a bid to buy Zillow. Both are propaganda machines so it would be the perfect match.
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April 12 2012
 
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