Unless you’ve sworn off all forms of media, news, and the internet (in which case, how are you reading this?), you know that the real estate industry has been through quite the roller coaster ride in 2024. One of the hottest and most controversial topics of the year. Amid the lawsuits and non-stop news coverage, one major question emerged:
What is buyer representation and why is it important?
To answer this question, Realtor.com created and launched a campaign to educate homebuyers and unite the industry in support of this important and necessary cause. Realtor.com’s initiative not only highlights the integral role of buyer’s agent representation, but also provides ways for you to get involved in the movement.
catalyst for change
The value of buyer’s agents is being questioned, even by some in the industry who should know better. However, nine out of 10 homebuyers say they would use a buyer’s agent again, and the vast majority believe buyer’s agents are paid appropriately.
Given the complexity and high stakes of home buying, home buyers want and need their own representation. That’s why Realtor.com feels it’s our responsibility to educate potential homebuyers and help agents demonstrate their value to potential clients.
“Given the widespread uncertainty and misinformation, it’s important to support buyer representatives to ensure consumers understand the important role buyer’s agents play and to help agents communicate their important role,” said Mickey Neuberger, chief marketing officer at Realtor.com. effect.
The first part of Realtor.com’s two-part campaign launched in April was a success, with its agent toolkit garnering nearly 40 million impressions and 20,000 downloads. But their work didn’t stop there. In the second phase, they began to focus on supporting historically underserved and underrepresented buyers to ensure that these buyers receive a fair shot in the real estate market and are not placed at a greater disadvantage. Like most ideas that drive real change in the world, Realtor.com’s philosophy is simple and straightforward: Let’s not leave homebuyers who need the most help stranded.
The event
The first phase is multi-faceted and designed to reach a broad audience, including print advertising in major publications such as The Wall Street Journal and The New York Times, as well as digital and social media channels. It also includes physical events such as outdoor trucking and events at key industry gatherings. The purpose of this phase is to raise awareness of the broad role of a buyer’s agent, focusing on their 111-item to-do list before, during and after the transaction (shown below).
The second phase, launched in June during National Homeownership Month, has a core focus on underserved and underrepresented communities. It highlights the integral role a buyer’s agent plays in overcoming the specific challenges these individuals face during the home buying process. The event highlights the importance of buyer representation for BIPOC, AANHPI, Hispanic, LGBTQ+, first-time homebuyers, veterans and low-income buyers to ensure fair opportunity in the housing market.
Active Asset Sample
Key initiatives include:
Customized message: Realtor.com customizes messaging and assets (shown above) to meet the unique needs and challenges of underserved communities. This includes highlighting the specific benefits a buyer’s agent brings to each group.
Partner: Realtor.com convened a coalition of partners to sign an open letter to raise awareness of this information among industry and policymakers. Partnering with organizations such as the Asian Real Estate Association of America, American Home Ownership Council, LGBTQ+ Real Estate Alliance, National Association of Hispanic Real Estate Professionals, National Association of Realtors and Veterans United Home Loan Association to expand the campaign’s reach and impact Influence.
Educational Resources: The campaign provides educational resources to help these communities understand the value of buyer representation and how to use it effectively during the home buying process. This includes videos, printable posters and social media assets designed specifically for agents/brokers to help inform and empower buyers.
Initiative and support: Realtor.com’s campaigns encourage real estate professionals to advocate for buyer representation within their networks and communities, promoting a more inclusive and supportive housing market.
Focusing on these underserved groups aims to ensure All buyers, regardless of their background, have access to the resources and support they need to navigate the unique set of challenges everyone faces when buying a home. This only underlines their commitment to fairness in the housing market, helping to close gaps and provide critical support where it is needed most.
Join the movement: How to get involved
Realtor.com’s campaign is not just about raising awareness; This is the rallying cry of the joining movement. They have created a comprehensive toolkit for agents, brokers and MLS associations to enable them to amplify information within their networks. The toolkit includes digital assets, print and social media content designed to educate consumers and enhance the value of buyer representation.
“We want to give agents and brokers the tools they need to spread this important message,” emphasized Mickey Neuberger. “The more people understand the importance of buyer representation, the better protected and informed they will be during the home buying process.” , to realize the American dream of homeownership and create generational wealth for all.
To participate in this important activity, visit the Buyer’s Agent Toolkit . This resource center provides everything you need to join the movement and help spread the word about the importance of buyer’s agent representation.
At the risk of exaggerating, The value of a buyer’s agent cannot be overstated. With the industry changing at a rapid pace, it has never been more important to ensure buyers are educated and protected. Realtor.com’s campaign is an important and necessary step towards achieving this goal, and your participation will make a difference. Join the movement today. Spread the word. different.
Get the Buyer’s Agent Toolkit
Join the movement today!
