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
More FAQs
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.
