For years, agents have questioned where NAR’s marketing dollars are going and whether they’re actually making an impact.
In this conversation, NAR Chief Marketing and Communications Officer Bennett Richardson joins Byron Lazine and Tom Toole on the Knowledge Brokers Podcast to face those questions head-on, from the Havas partnership and multi-million-dollar ad spend to a new data-driven strategy and leadership reset.
⏰ Timestamps
01:43 Bennett Richardson’s professional background
07:24 Havas Media Group: “Why are they the right partner for our association?”
18:09 NAR’s messaging seems the same. What has changed?
22:55 “Where did we fail so miserably with the ‘We are R’ campaign?”
28:39 First look at NAR’s new consumer campaign ads
31:32 Comparing NAR’s consumer ad campaign with CoStar’s Homes.com publicity push
35:08 How will NAR track ROI for marketing spend?
42:04 Is print dead for what NAR is trying to accomplish? And does Nykia agree?
44:44 Is the real problem external (consumer) perception or internal conflict?
49:37 NAR’s 24 initiatives and 75 projects: “We have two goals.”
53:23 What’s the process for someone who wants to get involved?
56:40 “What’s NAR doing to police themselves now with current leadership?”
01:02:15 Final message from Bennett Richardson for BAM listeners
