I was watching the NCAA basketball tournament this weekend and noticed a lot of NAR commercials.
The National Association of Realtors is rolling out an ad campaign [NAR] that is dedicated to their Code of Ethics, which may be tested in the coming change in market conditions. There is also a segment aimed at FSBO sellers claiming a 16% premium for homes sold by a real estate professional. I’d love to review that study but I can’t seem to locate it.
The National Association of REALTORSÂ® Public Awareness Campaign includes a wide range of communication tools. In 2006, two new spots highlight key issues on the importance of choosing a REALTORÂ® when buying or selling a home. For the first time ever, a new commercial will be airing that is strictly dedicated to the REALTORÂ® Code of Ethics. “Someone You Can Trust” will enlighten consumers about the promise and commitment REALTORSÂ® make, and the honesty and integrity they bring to the process. There is also a new execution aimed at unrepresented sellers. “Don’t Try This At Home” targets FSBOs with a hard-hitting message: Homes sold by a real estate professional sell on average for up to 16% more.
This comes at a critical time as NAR faces a ligitation over representation disclosure [WP]. Columnist Ken Harney writes a compelling article about this phenomenon and the things you need to be aware of.
According to new research by the National Association of Realtors, just 30 percent of all buyers in 2005 received disclosures about representation from their agents at their first meeting. Nearly half of all first-time buyers either received no disclosures during the sales transaction or were unaware of whether they did or did not.