Public Awareness

Why is a public awareness campaign needed? Answer

How is ABoR working to improve the REALTOR® image? Answer

How can I get involved in ABoR's campaign? Answer

Educating Home Buyers and Sellers

Across the country, REALTORS® are facing a crisis of public perception. Buying and selling property without professional assistance is becoming more popular among consumers and an increasingly anti-REALTOR® news media is fueling the fire. In May 2006, the Austin Board of REALTORS® began the largest communication campaign in our history.

In planning this campaign, ABoR sought first to gauge the current perception of REALTORS® among consumers. We discovered that many consumers associate REALTORS® only with their ability to list homes on the Multiple Listing Service (which is itself highly misunderstood) and perceived little value beyond that function. In addition, a growing number of consumers are considering independently selling their homes without understanding the complex nature of the process or the risks and hassles associated with it.

Thus, this campaign aims to educate consumers about the misperceptions inherent in these ideas and help them understand the value REALTORS® bring to the real estate transaction - even in today's information-rich, do-it-yourself society. Help us spread the message! At right are fact sheets you can customize, print and distribute to clients as marketing/educational pieces; and Q&As to help you answer clients' questions and concerns. Use these tools to educate your clients, discuss it with your colleagues and stand with ABoR as we help set the story straight on the value of REALTORS® in Austin

Our aggressive advertising campaign can be seen and heard on television, radio, billboards, the Internet, in print and more. The goal is to reach as many Austin-area consumers as possible with the message that REALTORS® are necessary and valuable in today's real estate transactions. See samples of our ads by clicking the links in the "Downloads" box at the right.