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Who is advising the National Association of Realtors with their latest campaign? In their latest bold move, the NAR has chosen to focus on some pretty odd stuff. The message? Paraphrased, it says "We're not just Realtors, we're your trusted advisor, your friend, and ... wait for it ... we make your dreams a reality." First, if anyone ever told me they were my trusted advisor I would immediately cross them off the short list of folks that actually were. Second, an association representing many thousands of people cannot offer much in terms of friendship. That's a personal connection between two individuals, not a corporate policy. As soon as the organization says it it becomes disingenuous. And as for 'making our dreams a reality'? Why is there such an attraction to this phrase for Realtors?
Maybe the NAR is the reason. Maybe there's someone at the top of the pile that thinks this tactic is genuine and effective. Maybe they have feel-good music playing during their classes and the message just seems to work.
Maybe, just maybe, they've somehow stumbled onto the wrong path - simultaneously stating that they're "The Voice for Real Estate"(r) and that they will make your dreams into reality (a phrase that is used so often that it has lost its meaning.) Whomever is advising this organization needs to turn down the feel-good soundtrack and find another way. This focus on trust, ethics, and friendship trivializes what Realtors bring to the table. I don't want a trusted friend (especially one that tells me exactly how trustworthy they are) at the table - I want someone that's going to get the job done right and allow me to have more money in my pocket at the end of the day. ...find a way to say that without alienating the market and you've got a message that will get heard. I'm not saying it's easy, but it'll get you further than Fried Green Tomatoes and Yanni. Tate Linden |
