Public Awareness Campaign: What Matters Most

The National Association of REALTORS® Public Awareness Campaign “What Matters Most,” debuted May 3 with new TV and radio spots airing across national network and cable outlets. If you haven’t seen the ads featured throughout the NBA Playoffs watch for them this week on The Late Show with David Letterman and Jimmy Kimmel Live.

“What Matters Most” reminds homeowners, buyers and sellers alike that homeownership remains the foundation of the American Dream. According to the National Association of REALTORS®, 73 percent of consumers surveyed said they would be more likely to use a REALTOR® in their next transaction than an agent who wasn’t a REALTOR®—up from only 50 percent in 2001.

Print and online advertisements are also running in national premium consumer magazines like Martha Stewart Living, Real Simple, Popular Mechanics and This Old House, and online on sites including,,,, and The ads deliver messages about the value of owning a home, the role homeownership plays in building communities and the advantages of working with a REALTOR®. As a result of the national media buy, 96 percent of U.S. households will be exposed to campaign messages.

View and listen to NAR’s new ads including Web banner ads REALTORS® can post on their own Web sites and link to

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