Billboards Target Policymakers, Consumers

THOUSANDS OF ATTENDEES AT THE DEMOCRATIC NATIONAL CONVENTION (DNC) IN CHARLOTTE EARLIER THIS MONTH VIEWED TARGETED PRO-REALTOR® MESSAGES ON STRATEGICALLY PLACED BILLBOARDS THANKS TO A $25,000 “GAME CHANGER” GRANT FROM THE NATIONAL ASSOCIATION OF REALTORS® AND A $25,000 GRANT FROM THE NC ASSOCIATION OF REALTORS’® (NCAR) ISSUES MOBILIZATION FUND.

NC REALTORS® and the Charlotte Regional REALTORS® Association (CRRA), in coordination with the Catawba Valley Association of REALTORS®, Central Carolina Association of REALTORS®, Charlotte Region Commercial Board of REALTORS®, Gaston Association of REALTORS® and the Union County Association of REALTORS®, applied for the “Game Changer” funds, awarded through NAR’s My REALTOR® Party initiative, and the Issues Mobilization grant from NCAR, to help run the digital billboard REALTOR® public awareness/political advocacy campaign from August through September.

Once approved, NCAR with CRRA staff worked with NCAR’s consultants to determine messaging focused on real estate in North Carolina. The REALTOR® associations are striving to achieve multiple goals: w Communicate to the anticipated 35,000 delegates, political activists, media and visitors to the Charlotte region in the weeks leading up to and during the Democratic National Convention. w Provide REALTORS® in North Carolina with a visual involvement during one of the year’s largest national political events. w Communicate with the home­buying public the active role REALTORS® play in politics and advocacy in North Carolina and in the country. w Be a visible presence to REALTOR® delegates and visitors during the convention. w Communicate the importance of homeownership in stabilizing the national economy.

The billboard campaign includes 10 billboards, which covers five counties in and around the Charlotte Metro area.

“It’s estimated there will be 700,000 daily views of these billboards, with highest visibility expected during the Democratic National Convention,” says 2012 NCAR President Lou Baldwin. “We have a great opportunity to reach the 35,000 delegates, political activists, media and visitors to the Charlotte region the weeks leading up to and during the Democratic National Convention, plus we’ll gain additional exposure during the remaining weeks in September.

“Our messaging emphasizes the importance of keeping taxes, regulations and fees on homeownership affordable. Messages also will encourage visitors to consider calling North Carolina home and to call a REALTOR® to make that happen.” v

BY JOHN PYKE OWNER, PERFORMANCE WITHOUT LIMITS