Wednesday, January 10, 2007

A Great Good Time to Buy!

As was widely reported, the National Association of Realtors (NAR) introduced a new “public awareness” campaign last November that sought to promote the idea that “It’s a Great Time to Buy or Sell”.

Initially, the “Buy Now” campaign attempted to stem the tide of buyer pessimism by targeting a selection of national newspapers in which a full page ad presented a variety of classic Pinocchio-Economic spin bits that NAR has become famous for.

But, that was just the beginning.

Along with the initial newspaper ads, NAR announced a $40 million television and radio campaign that would run all year long starting in January 2007.

Well, it’s now January and NAR just published the full campaign details including the full television commercials (watch now at BNN... buy or sell commercials), radio commercials, print and web ads, posters and even bus shelter placards.

First, it is interesting to note that NAR backed off the “Great Time to Buy” message from November instead settling for a “Good Time to Buy” slogan.

Perhaps, they realized that even a generally uninformed buyer might have a hard time jiving the “Great Time” optimism with all the recent headlines. Still though, the message is the same… buy now while you still have the opportunity!

My vote for the best “dishonest” slogan in the entire campaign reads:

“Out Realtor didn’t think the market would change. He knew it would.”

As well as hosting all the ad materials, the campaign site also includes the television and radio schedules outlining when the commercials will be airing. Currently, it shows the commercials will be running during a huge line up of primetime broadcast and cable spots as well as late night and popular sporting events.

Other underhanded tactics found in the advertisements include the following:

  • The “Good Time to Buy” television campaign includes a segment supposedly prospective buyers tout owning over renting, low interest rates, buying always being best for families as well as not missing the current opportunity to buy.
  • The “Know How to Sell” television campaign includes a seller stating that he wants to sell in 90 days whereby the Realtor purports to know how to achieve that end as well as stating that she has seen down markets like these.
  • The slogan: “It you’re still on the fence, picture yourself standing proudly next to the white picket variety”
  • The slogan: “Buyer’s market seller’s market. Either way, it’s an ‘I-Need-a-Realtor’ market.”

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