NATIONAL ASSOCIATION OF REALTORS®

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The Situation

The latest economic forecasts suggest that, in many markets, now is the time to buy a home. Despite media reports of a faltering real estate market, mortgage rates are approaching 40-year lows and the housing inventory is higher than it has been in more than 15 years. Unfortunately, good candidates for home purchase have been discouraged by misleading or unduly pessimistic messages in the media and on the streets. To change public perceptions locally — one real estate market at a time — DI and NAR created a training campaign to give local REALTORS® the tools and knowledge they need to educate potential homebuyers in their market.

Our Approach

Real estate is, of course, local in nature. With this in mind, DI developed a toolkit and local grassroots training curriculum to help state realtor boards and association executives properly educate potential homebuyers about the opportunities of today’s market — despite inaccurate or confusing media reports indicating the contrary. The program teaches REALTORS® how to reach consumers, media and community-based organizations to disseminate messages efficiently and effectively.

The Results

DI set out to bring the toolkit and training materials to life in day-long sessions across the country. More than 145 sessions have taken place educating nearly 5,200 REALTOR® leaders in 43 states and 116 cities. As a result, REALTOR® boards and state associations have been empowered to take information to their communities by holding events with local organizations and have generated timely media coverage that reflects the positive messages of the campaign, especially in the wake of negative stories. DI continues to work with NAR and local REALTORS® to ensure their message gets to the people who stand to benefit most, including potential homebuyers and members of the surrounding communities touched by the economic stimulus of an again thriving real estate market.