The National Association of REALTORS® is doubling down on its efforts to demonstrate REALTOR® value to consumers. NAR’s “That’s Who We R” campaign, now in its sixth year, dropped brand-new digital ads Wednesday, while the fourth season of the NAR-produced docuseries “First-Time Buyer” debuted on Hulu and at FirstTimeBuyer.realtor.
Across visual, audio and digital storytelling, NAR’s “That’s Who We R” campaign highlights what sets REALTORS® apart in a crowded real estate industry: commitment to the REALTOR® Code of Ethics, access to specialized resources and, above all, unmatched expertise in the markets and communities in which they live and work.
“This campaign is hyperfocused on the value that agents who are REALTORS® bring to consumers across the country,” says Nicola Esposito, 2024 chair of NAR’s Consumer Communications Committee. “We’re accentuating REALTOR® expertise by bringing to life genuine moments of connection with our clients, even in the midst of what can be a stressful and unknown process. As a REALTOR®, it is important to me that NAR’s campaign demonstrate the authentic partnership we have with buyer and seller clients.”
The new creative highlights various points along the path to buying or selling a home. Leveraging a diverse set of characters, locations and scenarios, the spots reinforce the constancy of agents who are REALTORS® at the heart of each transaction. In each scenario, viewers will see how agents who are REALTORS® are committed to putting their clients first, to the closing table and beyond.
“There’s no substitute for the expertise, market knowledge and commitment to ethics that define what it means to be a REALTOR®,” says NAR President Kevin Sears. “I’m proud of the work that our 1.5 million members are doing every day to serve their clients—whether they’re working with expanding families or couples looking to downsize, first-time buyers or entrepreneurs looking to grow their business. This campaign spotlights those stories.”
This year’s advertising campaign will be seen across modern touch points, including broadcast and streaming platforms, online and terrestrial audio, social media and custom content partnerships.
“In today’s fast-evolving real estate landscape, buyers and sellers need professionalism and expertise more than ever,” says NAR Interim CEO Nykia Wright. “Agents who are REALTORS® deliver unmatched value every step of the way, working to make the dream of homeownership a reality for clients across the country.”
Watch the first spot:
‘First-Time Buyer’ Season 4
The campaign’s focus on the value that agents who are REALTORS® provide is supplemented by the fourth season of “First-Time Buyer,” which was filmed in Chicago, Oklahoma City and Tulsa. NAR’s unscripted television series follows individuals and families through their first homebuying journeys, highlighting the indispensable role of REALTORS® in helping these buyers secure their dream homes. Through practical examples, the series demystifies complex concepts like HUD and VA loans, strategies for building equity and the unique intricacies of condo purchases.
“NAR is committed to sharing an authentic, relatable portrait of REALTOR® value with a broad consumer audience, and our ‘That’s Who We R’ campaign does just that,” says NAR Chief Marketing and Communications Officer Suzanne Bouhia. “‘First-Time Buyer’ goes one step deeper, layering valuable education into entertaining storytelling. It’s a resource for anyone hoping to purchase their first home.”
