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 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