The National Association of Realtors (NAR) has hired the advertising agency Uncommon Creative Studio to help recalibrate its image in the wake of a year’s worth of negative publicity.
Ad Age reported that Uncommon – which has offices in New York City, London and Stockholm – is “known for its work with major brands like SiriusXM, Peacock and Guinness.” The terms of the contract were not disclosed, but it follows a marked decline in NAR’s media spending – the trade group spent $38 million on advertising for the first three quarters of this year, down from $90 million in same period during 2023. Last year, NAR spent $101 million on advertising.
In terms of media coverage, NAR has experienced a rough year – the $418 million settlement of the Sitzer/Burnett case, abrupt shifts in executive leadership, a series of negative investigative articles by the New York Times and the threat of a rival organization with the start-up American Real Estate Association have dented NAR’s reputation within its industry and with the wider public.
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