'Right by You' Highlights Realtor Expertise

CHICAGO — A new advertising campaign from the National Association of Realtors® called “Right by You” begins airing Monday with ads that reaffirm the essential role that agents who are Realtors® play in helping Americans achieve property ownership.

The first wave of new work, entitled “Don't DIY,” offers a lighthearted take on the challenges and potential consequences of going it alone in the purchase or sale of real estate. Two spots — one focused on a residential sale, the other on commercial — remind viewers of the importance of human expertise in an algorithmically driven, AI-enhanced world. The spots are inspired by real stories from real estate agents and consumers.

A second creative construct is set to launch in early April.

“Realtors bring expertise and ethical service to their clients every day, and NAR’s national ad campaign ensures consumers recognize our members as trusted resources,” says NAR President Kevin Sears, a broker-associate from Springfield, Mass. “The campaign is funny and educational and fosters confidence in partnering with a Realtor during the buying or selling journey.”

A real estate consumer’s point of view

The “Right by You” platform, developed in partnership with the acclaimed Uncommon Creative Studio, marks a shift in NAR’s creative strategy from agent-centric to consumer-centric.

“We’re not the rock star of these commercials — our customers are,” says NAR Consumer Communications Committee Chair Mabél Guzmán, a Chicago broker who helped guide the development of the commercials. “It’s a perfect transition from the previous campaign, ‘That’s Who We R.’ We told them who we are; now the focus is on how we will do right by them.”

It has been six years since NAR rolled out its award-winning “That’s Who We R” advertising campaign, which offered a straightforward, feel-good message to consumers about the value of working with a Realtor, a member of NAR. But a lot has changed in the world since the previous campaign launched in 2019, including a global pandemic, a historically challenging housing market and the evolution of real estate apps aimed at automating more and more of the consumer experience. “In such an environment, we recognized the need to pause, reflect and thoughtfully consider how to reintroduce the Realtor brand to consumers,” says Karen Bebart, NAR’s director of consumer strategy and brand advertising.

Rigorous research went into the making of “Right by You,” says Uncommon Chief Strategy Officer Steve Zaroff. Through surveys and interviews with first-time buyers, sellers and NAR members, Uncommon identified common misperceptions, as well as the unexpected struggles consumers may face in the process of buying or selling a property without a real estate professional by their side — especially if it’s their first purchase or sale.

Building bridges to consumers: NAR ‘Right by You’ campaign

In a world where competition for people’s attention is intense, “Right by You” is designed to break through the attention barrier, spark emotion and position the Realtor brand in a distinct way that reasserts the value of working with a professional bound by a Code of Ethics.

“Strategically, we wanted the takeaway to be, ‘I’d be crazy to do this on my own!’ The ‘Right by You’ platform achieves this by exposing the consequences of inexperience,” Zaroff says. “We dispel notions that the ethical expertise of an agent who is a Realtor could be bypassed or replaced by highlighting the laborious and detailed steps of the property-buying and selling process.”

How to use ‘Right by You’ assets

The “Right by You” campaign includes a range of shareable assets, from the new logos and campaign colors and social covers to billboards and print ads. Although NAR will no longer be using the “That’s Who We R” campaign, several of those assets remain in the collection for use by members and associations.

See and hear the new ad spots and other campaign assets at resources.realtor.

© 2025 National Association of Realtors® (NAR)