The Realtor Association of Greater Fort Lauderdale The Realtor Association of Greater Fort Lauderdale
As the real estate market in many parts of the country becomes more balanced between buyers and sellers, RAGFL is utilizing the tools created by the National Association of Realtors® (NAR) to encourage home sellers to protect what could be their largest investment by enlisting the help of a professional. Now in its 10th year, the NAR Public Awareness Campaign has helped millions of consumers realize the value of using a Realtor® to help them buy or sell real estate, and is now educating consumers about the value of housing as a long-term investment. Throughout the greater part of 2007, campaign ads will be broadcast nationwide and will air more than 8,750 times on national TV and radio outlets and more than 25,000 times on local radio stations through a national campaign.
"Selling a home is like climbing Mount Everest," said Thomas M. Stevens, NAR president and senior vice president of NRT Inc., from Vienna, Va. "If you don't prepare correctly, you'll never achieve your goal. Getting a signed contract is like reaching the peak, but that's only half the journey. Many things can happen on the way back down the mountain. Savvy sellers know to hire a Realtor® to protect their interests and guide them through."
This is why RAGFL has partnered up with NAR to aggressively promote the Buy Now campaign at the local level. "We recognize that not all real estate markets are created equal, so we want to do our part and make the public aware of the benefits of buying now and, more importantly, the benefits of using a Realtor®," said Richard Barkett, RAGFL CEO.
"Finding an interested buyer is only the first step toward a successful sale," continued Barkett. "The typical home sale today involves more than 20 steps after the initial contract is accepted to complete the transaction. The Public Awareness Campaign is intended to help consumers understand the value of working with a Realtor® when it comes time to buying and selling a home, and we're proud to support the national advertising campaign at our local level."
In Florida, although most sellers are still seeing a very good return on their investment, with many experiencing up to a 50 percent appreciation over the past six years, some home buyers have concerns about the timing of their investment. While inventory is high in comparison to recent years, many home buyers have more options and increased negotiating power, but they are unsure of how to structure the best deal. "This is where a Realtor® comes in," said Barkett. A Realtor's® guidance is invaluable to consumers engaged in a real estate transaction. What better way to protect your interests and maximize your position, whether you're planning to buy or sell a home, than to engage the services of a Realtor®? This is what we want to convey to the public in a consistent and positive method of marketing and communication."
At the local level, RAGFL is sending out targeted press releases and providing quick links to the campaign materials and tools that local Realtors® can utilize to encourage homebuyers to use a Realtor® when buying or selling their homes.