Highlighting the Benefits of Consumer Advocacy Programs
National Association of REALTORS® (NAR)
The Ask
Increase awareness around the REALTOR® Party Consumer Advocacy Grant.
The National Association of REALTORS® (NAR) provides a range of grants to support their members, strengthen the real estate market, and build strong communities. Specifically, their Consumer Advocacy Grant provides funding to state and local REALTOR® associations to create advocacy campaigns that support critical policies and programs. To engage more members to leverage these grants, NAR needed to educate internal stakeholders on the value of advocacy campaigns and increase awareness of the grant program.
Strategic Approach
Develop engaging, multi-functional video content.
Adfero collaborated with NAR to create an explainer video highlighting state and local association leaders who successfully used the grant for advocacy campaigns. Participants explored the value of the grant program and how these funds enabled them to engage community members to support critical public policies. Additional case study videos focused on individual projects, providing further details on the campaign approach and impact.
Adfero collaborated with participants and a video production company to bring these videos to life. The team guided participants through interviews, capturing footage that highlighted the grant's value for REALTORS® and their associations. Adfero then edited this content into engaging explainer and case study videos, showcasing the impact and benefits of the grant projects.
These videos positioned the grant success stories as real, inspiring and accessible. Videos were shared at REALTOR® conferences, on social media and via email marketing providing an engaging format for members to learn more about the grant program. The Adfero team also developed an infographic that was shared on the website and during conferences to further amplify messaging and provide a physical and digital resource for associations to learn more and apply.
Impact
Elevated internal communication between NAR and state and local realtor associations.
Adfero’s strategic guidance helped create a valuable resource for the National Association of REALTORS® to amplify the Consumer Advocacy Grant program, creating accessible video content that is both engaging and educational. This, in turn, enhanced communication with internal stakeholders, improving engagement with this valuable program.
