The National Association of REALTORS®

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The #1 Real Estate Program In America – Real Estate Today

Helping America’s largest professional association (with 1.1 million members) deliver a weekly digital audio content initiative.

As the world’s largest source of housing data, NAR wished to create a brand that would become the trusted advisor in real estate content, for REALTORS® and consumers alike.

The only pre-existing assets included a mountain of raw housing data and a name – Real Estate Today. Momentum started at the beginning and built the brand from the foundation to the kitchen sink, through research, platform build, launch, and marketing.

Deliverables

  • Consumer and member research study
  • Content format and deployment strategy
  • Website, eNewsletter, and social media platforms
  • Branding and design style guidelines
  • B2B digital content marketing strategy and drip campaign to generate leads for radio affiliate sales people
  • B2C print and digital acquisition program (to grow ratings and increase ad sales, hasten iTunes subscription, and entice REALTORS® to embed the audio player on their websites)
  • A member learning initiative (audio and video on how to use the embedded web player to serve clients and prospects)
  • Interactive trade show booth and video(s) and attended the REALTOR® Expo (25,000 annual attendees)
  • Marketing collateral and monthly print ads for REALTOR® magazine (1M+ circulation)
  • Inbound marketing program to grow digital reach of the show and support NAR’s advertising sales effort

Return on Investment

  • Real Estate Today is the #1 Real Estate Program in America
  • 1.8 million radio listeners every week
  • 301,000 digital listens every month (42-minute average listen)
  • 13,552 REALTOR® websites featuring the embedded player
  • 3,000 audio segments
  • 36,000 monthly web visitors
  • 12,000 Twitter followers
  • 24,000 iTunes podcast downloads a month