House on a purple background

M(h)omentum Matters

National Association of REALTORS ®

For many, it’s part of the American Dream.

Homeownership can be satisfying and rewarding; it’s a way to show prosperity, success and upward mobility.

During National Homeownership Month in June, Adfero positioned Homeownership Matters—the consumer advocacy program of the National Association of REALTORS ®—as the conversation leader on topics pertaining to homeownership. Through strategic messages, an aspirational tone and a targeted approach, the campaign reached key audiences to celebrate successes of homeownership and inspire others to achieve the same feat.

Differing from the 2018 approach, NAR and Adfero’s strategy in 2019 focused on future sustainment of the industry through the people, policies and programs that promote (and celebrate) homeownership. Through thoughtful email marketing tactics and integrated digital campaigns that reached millions of Americans, new consumers and advocates were recruited while simultaneously propelling the momentum of existing advocates.

By shifting strategies, Adfero expanded the Homeownership Matters program, reaching more than 4 million consumers and REALTORS ® and adding nearly 70,000 new consumers to the database. Additionally, the campaign saw more than 900 uses of the campaign hashtag—#HomeownerHero—and roughly 900,000 social actions taken across platforms.