Our “Your American Dream” consumer ad campaign is the important next step in educating the public about the value of working with a REALTOR® and it is a message that Illinois REALTORS® is amplifying during the busy spring and summer housing market.
Whether someone is thinking about making the leap to first-time homeownership, or they already own a home and are ready to make a move, this statewide campaign will drive home the message that consumers need a REALTOR® in their corner to advise, teach, advocate and be the key to their goals.
Illinois REALTORS® 2023 President Michael Gobber outlined the purpose of the association’s member and consumer American dream campaigns in his Inaugural address last September. Because REALTORS® do more than usher clients through the homebuying and selling transaction—they are American dream makers.
Excerpted Text and Video from President Michael Gobber’s 2023 Inaugural Address
Last year we successfully launched the “Everyone deserves the American Dream” campaign. Our campaign reflected two ideals.
The first was that word “Everyone,” and making sure lawmakers, community leaders, neighbors and even REALTORS® knew of our core belief that no one should be deprived of the American Dream.
The second ideal was reminding us REALTORS® that we are the link between our neighbors and that dream. If you are a REALTOR®, you may have never had trouble defining your value – and if that describes you, that is great.
But one of the messages that Illinois REALTORS® 2022 President Ezekiel “Zeke” Morris helped us all to appreciate more is that our value is more than ensuring a smooth transaction.
Our value as REALTORS® is in making dreams come true and our American Dream campaign is reminding us all of that.
In our effort to always be looking forward and improving, we plan to not just continue our American Dream campaign but to grow it into a statewide consumer advocacy campaign next year.
It is not enough for us to be the only ones that understand the importance of REALTORS® and the role we play in helping people achieve the American Dream.
Unfortunately, we are up against some pretty loud voices and consumers need to hear us better. There are tech companies out there right now marketing to the public that we are not needed, and we don’t provide value. The Department of Justice has openly questioned our value as buyer representatives.
Well, now it’s time for us to help our consumers understand the value that we provide and prove that we are the key to the American Dream.
It is our chance to tell our stories of the importance of REALTORS®. It’s our chance to give examples of how REALTORS® advise, teach, advocate, and look out for our clients and help them reach their goals.
And while I’m not going into many details tonight, I can tell you now that we will be sending this message to consumers loud and clear in the next year – that REALTORS® are the key to their American Dream.
In the REALTOR® family, we talk a lot about our “brand” – the REALTOR® brand, or our company brand.
The 2023 NAR President Kenny Parcell is launching an initiative this coming year called “Riding With the Brand.” He says that we, the REALTOR® members are the brand, it’s who we are.
Kenny says, “It’s bigger than any one person, and for years, great leaders like you, have protected and safeguarded the brand.”
Our consumer ad campaign ties in perfectly with what Kenny and the national association will be doing in 2023, because we are all uniting to tell the world that we are dream makers.
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