The Value of a REALTOR®

It's no secret that the REALTOR® brand has faced challenges recently. Between litigation and mandated practice changes, MLSs and associations may be looking for ways to promote the value of the REALTOR® brand not only with consumers, but among their subscribers, as well.

Many organizations are already taking action. Within the last 60 days, for example, CRMLS and NNRMLS have launched campaigns that highlight the value of the MLS and the REALTOR® brand. But if your organization is looking for an alternative simpler than a full-blown media campaign, we have a suggestion for you.

Power in numbers
To help the REALTOR® brand make a positive impact on public awareness, it pays to lean on the power of numbers. That means not only having your subscribers promote their status as a REALTOR® on yard signs and other physical collateral, but also online.

One easy way to expose online consumers to the REALTOR® brand is via agent and broker websites with .realtor domain names. At a glance, prospects will understand not only what the website is about, but they'll also know that behind that website is a trusted real estate advisor — a REALTOR®.

By promoting the use of .realtor websites to your subscribers, you encourage them to passively promote the REALTOR® brand. When a number of your subscribers leverage .realtor websites, REALTOR® brand awareness may begin to proliferate in your local market. And, because each .realtor domain comes with a free, professionally-designed website, the impression made is a positive one.

Revisiting an overlooked NAR benefit
.realtor website domains debuted just over 10 years ago, in October of 2014, and the NAR offering has undergone several changes since then.

"Ten years ago, it was just the domain that was offered," says Elizabeth Koneru, Director, TLD Marketing and Engagement at NAR's get.realtor. "Many agents didn't know what to do with just a domain, so they fizzled — but with the addition of the website offerings, the .realtor brand is back and stronger than before."

Now, however, things are different. Today, each .realtor domain comes with a free website that REALTORS® can have up and running in just minutes. Users can choose from templates for residential, commercial, brokers, or in Spanish, etc. that are professionally designed and come preloaded with content. The websites come populated with the agent's information so they are turnkey out of the box, or REALTORS® can customize it to fit their brand.

The free websites that come with a .realtor domain are a NAR member benefit and consist of a single page aimed at lead generation. REALTORS® who desire more from their website can upgrade to gain access to the ability to create multiple pages, blogging tools, video capabilities, MLS data connections, and more.

And because .realtor websites are backed by NAR, each website features subtle NAR branding in the footer, further bolstering the REALTOR® brand.

Starting a conversation about .realtor websites
To promote the use of .realtor websites among your subscribers, consider mentioning them in your subscriber communications. Here are a few "hooks" that may help:

• Do you know about this free NAR benefit? - Combine the psychological hooks of imparting "secret" knowledge with the offer of something free. Not only do .realtor domains come with a free website, the domains themselves are free for the first year — and not many REALTORS® know this!
• 10 years of .realtor - A milestone anniversary is always a good excuse to talk about something. Use this opportunity to talk about .realtor websites, how they benefit your subscribers' marketing and reputation, and how they've evolved from just a website domain to a full website offering.
• Enter to win - Speaking of .realtor's 10-year anniversary, NAR is celebrating by giving away prizes every month through October. Highlight each month's contest in your subscriber communications. For contest details, contact Elizabeth Koneru.
• Training webinars - .realtor offers a wealth of training webinars, both live and on-demand. You can highlight any of these in your subscriber communications, though we recommend looking out for their monthly spotlight webinar, which features a special guest who teaches REALTORS® different strategies for business growth. They will even provide an educational webinar on online branding directly to your MLS!

A .realtor website can underline the value of the REALTOR® brand not only when consumers encounter them online, but anytime your subscribers include them on their marketing collateral — business cards, social media, flyers, yard signs, and beyond. When enough of your subscribers are communicating the value of a REALTOR®, consumers are sure to notice.