National Association of Realtors Launches Spanish-Language TV Ad.

The National Association of Realtors Public Awareness Campaign launches its first-ever Spanish-language television ad this week to encourage Hispanic real estate consumers to work with a Realtor. The ad portrays Hispanic Americans sharing their hopes, dreams and stories about achieving the American dream of homeownership.

“NAR recognizes the growing importance of the Hispanic market and is proud to run TV ads that will help educate Spanish-speaking consumers about the benefits of working with a Realtor when it comes time for them to buy a home,” said NAR President Al Mansell, CEO of Coldwell Banker Residential Brokerage in Salt Lake City.

A 2004 study conducted by the Tomas Rivera Policy Institute at the University of Southern California found that between 1.5 and 2.2 million Latino families will buy homes by 2010. The study also found that one of the key barriers to Hispanic homeownership is the lack of a trusted adviser who can guide Latino homebuyers through the process. According to the Joint Center for Housing Studies at Harvard University, ethnic minorities and immigrants were responsible for 40 percent of all new homeowners over the past decade.

The new Hispanic television ads will air from March to September during early morning, evening news and late night environments on Univision, the top-rated Spanish-language network, as well as Telemundo and Galavision Cable. NAR will air more than 400 Spanish-language television spots promoting the benefits of working with a Realtor in 2005.

Spots will air on Univision in the early morning on Despierta America and during the weekend on Tu Desayuno Alegre, as well as on the award-winning evening news program Noticiero Univision. The campaign will also be featured on Univision’s late news, Ultima Hora, and a variety of late night programming.

In addition, ads will air on Telemundo’s Hoy en el Mundo, Noticiero Telemundo and Al Rojo Vivo con Maria Celeste, as well as during a variety of programs on Galavision Cable including Primero Noticias, Hoy and primetime shows Noticiero Con Lourdes Ramos, Los Reporteros, Las Noticias Por Adela and Noticiero Con Joaquin Lopez-Doriga.

NAR’s $25 million Public Awareness Campaign kicked off its eighth year last month with new television and radio ads featuring real people talking about their real estate experiences and touting the benefits of working with a Realtor(R). New this year, the ads encourage consumers to contact a Realtor(R) first when it comes time to buy or sell a home or lease a commercial space.

The spots remind folks that not all agents are Realtors and urge consumers to look for the Realtor “R” on their agent’s business card. The ads also help differentiate Realtors from others in the real estate business by concluding with the tag line, “Ask if your agent is a Realtor, a member of the National Association of Realtors. ”

The 2005 campaign features four new television commercials and four new radio spots as well as new customizable print ads, posters and Web banners for state and local associations to use. The television and radio commercials will air on broadcast and cable networks from February through the end of October.

“NAR’s Public Awareness Campaign helps millions of potential home buyers, home sellers and commercial business owners understand the value of working with a Realtor,” Mansell said. “This year’s campaign promises to build on the success of our previous efforts by branding Realtors as the first point of contact and encouraging consumers to look for the Realtor ‘R’ on their agent’s business card.”

The network television and radio advertisements have changed the way consumers think about buying and selling real estate. A 2004 tracking study found that approximately three out of four consumers, or about 71 percent, are aware of the NAR’s advertising campaign. The survey also found that more consumers than ever are likely to select a Realtor to help them buy or sell a home. Consumers’ preference for working with a Realtor has increased from 58 percent in 2000 to 72 percent in 2004.