Money & Business

Media Partnership Helps Advocate Value of Working With Realtors

By / Feb 29, 2016 (Yahoo screenshot)

The National Association of Realtors is partnering with Yahoo Finance in an effort to reach more consumers and explain the advantages of employing the services of a Realtor.

To help explain the intricacies of home buying, the National Association of Realtors is partnering with Yahoo Finance.

NAR is sponsoring six episodes of the news outlet’s “Now I Get It” video series, which translates and explains complex business topics. The first episode, “When to sell your home,” aired earlier this month and featured advice on which months of the year are the best to list your home—for example, homes sold in mid-March to mid-April sell 15 percent faster and for 2 percent more than the average listing—as well as tips on choosing a realtor.

“With Yahoo’s extensive video advertising solutions and editorial capabilities, we are creating and sharing content that helps break the barriers between Realtors and consumers,” Tom Salomone, NAR president, said in a statement.

Salomone is featured at the end of each video in branded segments where he shares advice on real estate topics such as buying versus renting, remodeling, and more.

The partnership, along with NAR’s recently launched “Get Realtor” campaign, is intended to speak to the benefits of working with a Realtor when buying or selling real estate, Salomone told Marketing Daily.

“Get Realtor” is a digital-first campaign that is also aimed at modernizing Realtors, especially to hyperconnected consumers and millennials who may be more partial to buying and selling real estate using the internet, NAR’s Senior Vice President of Communications Stephanie Singer told Associations Now.

“People can get so much information online,” Singer said. But ads can be misleading—for example, it’s hard to get an idea of the noise level in a certain neighborhood based on images in an online photo gallery.

The complexities involved in buying and selling real estate, such as knowing when to sell a home, can be stressful, Salomone said in the first NAR-sponsored “Now I Get It” video episode. “But working with a realtor can help by offering expert advice and market advice on the selling process.”

New episodes of NAR’s Yahoo video series will debut every other week through May. Salomone told Marketing Daily that this is NAR’s first media partnership, but the group hopes to connect with consumers in similar ways in the future.

To augment the sponsorship, NAR is also running native and display ads on Yahoo.

Katie Bascuas

Katie Bascuas is associate editor of Associations Now. More »

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