My Realtor Story Campaign

Marketing Communications
 
 
 
Utah Association of Realtors logo
 
 

My Realtor Story Campaign

THE SITUATION

Buying or selling a home is one of the biggest decisions we make. Reinforcing the immense value of working with a REALTOR® has become increasingly challenging with more disruptors in the market.

THE SOLUTION

To demonstrate the value of a REALTOR®, we recruited recent buyers and sellers with compelling stories and made them the stars of the campaign. These everyday people told their stories of how a REALTOR® made all the difference in their home buying or selling experience.

 
The Utah Association of Realtors campaign that helped share the “My Realtor Story” campaign thanks to a savvy marcom strategy.

THE WORK

  • Worked with five individuals to capture their stories about working with a REALTOR®

  • Produced TV and radio commercials, online videos, outdoor, digital advertising and social media

  • Created campaign website, MyRealtorStory.com

  • Launched the My Realtor Story campaign at the annual statewide REALTOR® convention

THE RESULTS

  • Secured more than 10 million impressions during the 9-month campaign

  • Achieved more than double the standard click through rate on digital advertising

  • Achieved double the standard click through rates on videos boosted on social media platforms

  • Achieved 93% approval rating of the campaign from the Association’s members

Marketing CommunicationsWhitney ChildersRealtors