NAR Public Awareness Campaign Launches First Spanish-Language TV Ad

Harold F. Schiffman haroldfs at
Wed Mar 30 14:46:45 UTC 2005

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NAR Public Awareness Campaign Launches First Spanish-Language TV Ad

Washington, DC--(HISPANIC PR WIRE)--March 29, 2005--The National
Association of Realtors(R) Public Awareness Campaign launches its
first-ever Spanish-language television ad this week to encourage Hispanic
real estate consumers to work with a Realtor(R). 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 television ads that will help educate Spanish-speaking
consumers about the benefits of working with a Realtor(R) 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
advisor 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(R) 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
Univisions late news, Ultima Hora, and a variety of late night

In addition, ads will air on Telemundos 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. NARs $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(R) and urge
consumers to look for the Realtor(R) R on their agents business card.
The ads also help differentiate Realtors(R) from others in the real estate
business by concluding with the tag line, Ask if your agent is a
Realtor(R), a member of the National Association of Realtors. (R)

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.

NARs Public Awareness Campaign helps millions of potential home buyers,
home sellers and commercial business owners understand the
value of working with a Realtor(R), Mansell said. This years campaign
promises to build on the success of our previous efforts by branding
Realtors(R) as the first point of contact and encouraging consumers to
look for the Realtor(R) on their agents business card.

The 2005 campaign returns to prime time network television with spots
airing on such programs as The West Wing, Law & Order and CSI
Miami. The ads can also be seen on network news and entertainment shows
such as NBCs Today, ABCs Good Morning America, CBS
Sunday Morning News, NBC Evening News and CBS Late Show with David
Letterman. In addition, spots are airing on cable networks such
as A&E, The Learning Channel, Home & Garden Television, Discovery Home,
The Food Network and The History Channel. The campaign will
also continue its sponsorship of network radio programming like NPRs
Morning Edition and All Things Considered and will be back at bat on
sports radio by sponsoring ESPN Radios coverage of Major League Baseball.

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 NARs advertising campaign. The survey
also found that more consumers than ever are likely to select a Realtor(R)
to help them buy or sell a home. Consumers preference for working
with a Realtor(R) has increased from 58 percent in 2000 to 72 percent in

The National Association of Realtors(R), The Voice for Real Estate, is
Americas largest trade association, representing 1 million members
involved in all aspects of the residential and commercial real estate

Information about NAR is available at This and
other news releases are posted in the Web sites News Media section
in the NAR Media Center.

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