National Association of Realtors Hires Ad Firm After Turbulence

The National Association of Realtors has tapped an East Coast advertising agency to help rebuild its brand amid choppy waters.

The Chicago-based trade group hired Uncommon Creative Studio following a turbulent period that included sexual harassment allegations, a $418 million settlement over commission practices, and an exposé that uncovered lavish perks for top executives, Ad Age reported.

NAR is seeking fresh creative direction in light of its public relations challenges. Uncommon Creative Studio opened a New York office in October of last year after selling a majority stake to the French public relations company Havas. Uncommon is known for its work with major brands like SiriusXM, Peacock and Guinness. Havas Chicago worked with NAR on its 2022 campaign “That’s who we R.”

NAR hopes to regain consumer trust and build stronger relationships with its 1.5 million members.

The timing of the partnership also aligns with leadership changes within the organization.

Nykia Wright was appointed CEO in August after NAR reached a settlement months earlier to resolve a lawsuit alleging collusion between the association and brokerages to inflate commissions.

After NAR failed to have the landmark Sitzer/Burnett verdict overturned, it agreed to a $418 million deal to settle all of the commission lawsuits it was facing, as well as to overhaul its policies regarding commissions.

The agreement followed the resignation of former president Kenny Parcell in the wake of sexual harassment accusations, which he has denied. He was replaced by Tracy Kasper, who stepped down months later because of a blackmail threat. Kevin Sears is now serving as NAR’s president.

NAR’s media spending has dropped off this year. It spent $38 million on advertising in the first three quarters of this year, the outlet reported, citing MediaRadar. That’s down from $90 million in the same period last year. The organization spent $101 million on advertising last year.

— Andrew Terrell