1. Anatomy of a Consumer Outreach Program

2. There’s Never Been More Ways To Reach Consumers…
It’s Never Been Harder
to Reach Them

3. DEFINE YOUR WHY
Value of a REALTOR®
Market Conditions
Advocacy

4. DEFINE YOUR TARGET CONSUMER

5. DEFINE YOUR SUCCESS
Campaign Awareness Site Visits/Visitors Realtor Value Survey
Engagement (CTRs) Page Views Realtor Brand Lift
ROI Social Sentiment
Content Sharing

6. KEY TO SUCCESS
MEMBER BUY-IN
MEMBER LED

7. Media Relations

8. Media in transition More information sources
Opportunities
Challenges
More information sources
Growth of social media
Fewer reporters, traditional outlets
Clutter

9. What is news? Often driven by controversy Relevant to target audience
New, timely, local developments
Important, interesting, entertaining, inspirational
Whatever editors and producers decide

10. What can you offer? Real estate naturally garners attention
Have something newsworthy to say
Expertise, trustworthiness
Accessible, candid and honest  
Story idea sharing
Be a resource on a range of topics (real estate and beyond)
Offer advance or embargoed info
Extend briefings/ backgrounders on complex issues

11. How to be effective Only make information available
 Effective communications
Right message
Right medium
Right messenger
Right audience
Only make information available
 Lost in the clutter

12. 5 tips for spring homebuyers
Consumer Insights
New, interesting angles to evergreen real estate advice
Polls, research
Unbiased advisor voice on a range of topics
Tell a story
Weave in Realtor® value messages
5 tips for spring homebuyers
Will homes be “sold out” by spring? 5 insider tips for buying in a seller’s market

13. Advocacy Information Messages that don’t work: Messages that do work:
The great policy work you’re doing
Why an issue is important
Your policy position or opinion on an issue
How your work is protecting their interests
Meaningful and relevant to the target audience
Consistent with wants/needs and values
 Realtors® oppose suspension of FHA mortgage premium rate cut
 Heads up homebuyers: Some mortgages are about to become more expensive

14. Data/Market Information
Be the go-to source for market data
Offer more than just data
Analysis, context
Insight into trends
Advice, what is means for buyers and sellers
Pending home sales index drops 1.6%, prices climb in latest report
Area sees rare March home price uptick; sales down but market still tilts toward sellers

15. Adapt your strategy Focus on 2 or 3 initiatives
Learn what works; move on if it doesn’t
Be your own content provider
Consumer microsite or blog
Consumer facing social channels
Facebook Live or YouTube videos
Make use of visuals

16. Social Media

17. Content That Works
INFOGRAPHICS
VIDEO
PHOTOS
PODCASTS

20. Social Media Storytelling
Personalize
Stand Out
Be Subtle, But Effective
Be Consistent
But Don’t Be Clichéd
Push the Envelope
Don’t Sell Yourself Short

21. Social Media Storytelling
Tell Local Stories
People take pride in where they’re from and support local businesses on social media and in the real world.
Be Authentic
The best marketers and communicators have always used storytelling to connect and inspire an audience to act. 

22. Social Media Storytelling
Snapchat
Instagram Stories
Facebook Live
Engagement and interaction from your followers are all that matter. Snapchat has higher engagement than any social network on the planet right now.

23. Don’t Be Scared to Live Tweet
Tell people you are live tweeting
Use hashtags and handles
Promote your hashtag (and research that not in use)
Be consistent
Photos!
End with where to find more information

24. Periscope Live streaming Events, promotions
30 sec is too short—30 min too long
Build it into communication plan
Save the video and post to YouTube

25. Social Media Best Practices
DON’T feed the trolls
DO have a plan
DON’T discount the value of what you’re doing for clients and the community.
DO show it off, don’t keep it a secret…have fun!

26. Member Engagement & Buy-in

27. You aren’t sending messages, you’re story telling with value, building trust and “brand” to gain eyes.

28. Brand building is a journey
Brand building is a journey. Nail your subject lines and have a point to each and every message.

29. Humanize the message and make sure it’s shareable.
Members: FHA Condo Financing
just got easier.
Click here for info.
Buyers: New inventory just opened up, call your REALTOR!
Sellers: It just got easier to sell your condo. Call a REALTOR.

30. Have ambassadors help deploy it and success stories.

31. Don’t be afraid to repeat important messages, but make sure they’re memorable.

32. The more you make the member look good in front of their clients, the more apt they’ll be to buy-in.

33. All this and more at: nar.realtor/ae/communication-resources

34. Thanks! David Greer Vice President, Media and Consumer Communications / @davidgreer10 Sara Wiskerchen Managing Director, Media Communications / @narmedia TJ Doyle Director of Executive and Digital Communications / @narsocial Nobu Hata Director of Member Engagement / @nobuhata