Radio Ads

MN REALTOR^® Ads Encourage Home Buyers to Call You

Thanks to action taken by the MN REALTORS^® Board of Directors, you will soon begin hearing a series of radio ads encouraging first-time home buyers to utilize the services of a REALTOR^® when buying a home. The $500,000 campaign is the largest single campaign in Association history.

Authoized by the Minnesota Association of REALTORS^® Board of Directors in March, the ads are designed to spur housing transactions and help REALTORS^® during a slight market downturn. The MN REALTORS^® Board of Directors discussed what actions the Association could take to benefit our members at a time when listing inventories are significantly higher. The Board decided to focus on first-time home buyers as the best way to grow housing sales throughout the state.

First-time homebuyers are over 40 percent of the residential real estate marketplace. Demographically they are between the ages of 22 and 34, usually married or engaged. A rapidly growing market of first-time homebuyers is single women between 25 and 35. The MN REALTORS^® Board of Directors recognized that when first-time buyers leave the market it has a significant effect on all housing transactions.

Another issue the Board of Directors considered were the economic situations facing Minnesota. Potential layoffs, rising interest rates, tighter loan qualifying ratios and higher gas prices all have a negative impact on the housing market. These factors could cause buyers to wait or to pursue a transaction without the services of a REALTOR^®.

Three advertising companies were interviewed and asked for proposals. After selecting the firm, MNAR staff worked with the agency to develop a series of ads targeted at encouraging first-time home buyers to use MN REALTORS^®. Once developed, the ads were tested on focus groups that provided comments about content, how it motivated them and the overall impression they had following the commercial airing. New messages were developed based upon the consumer comments and the REALTORS^® Ad Series was recorded.

Listen to the Ads:
Community Ed (1.15M)
Matchmaker Mom (1.14M)
Office Space (2.29M)