SPRINGFIELD, Ill.(January 17, 2008) At a membership breakfast today held at the Hoogland Center for the Arts the Capital Area Association of REALTORS® (CAAR) officially launched a consumer oriented marketing campaign targeting prospective homebuyers in the Capital Area.

In recent memory, rarely have market conditions been better for prospective homebuyers than they are today. Mortgage rates are at near historical lows, inventory is high and we live in one of the most affordable markets in the nation. Capital Area Association of REALTORS® President Phil Chiles asks “Why then, if conditions are so great, are so many people sitting on the sidelines right now? Many want to buy but they’re just not sure they should - naturally they’re nervous. These want-to-be-homeowners hear the barrage of negative national news stories that paint with a broad brush a very bleak picture about the housing market. Many do not understand that these stories bear little relationship to what is happening in the Capital Area.”

CAAR has been working with a local media consultant in an effort to develop a media campaign that will help set the message straight. The campaign is intended to instill greater confidence in the local housing market and to reassure prospective buyers that it is indeed a good time to buy. The primary theme of the campaign is to “Buy Now”. Related sub-themes will focus on the local nature of real estate, our affordable market, the large selection of homes for sale and the historically low interest rates that exist. The delivery mechanism for this campaign will include a combination of television, radio. print and word-of-mouth advertising that will target a broad demographic.

According to Chiles, the most critical aspect of this campaign will be the REALTORS® themselves. “We intend to fully engage our membership in this campaign at the grass roots level through word-of-mouth and other means. CAAR has developed buttons that have the REALTOR® logo on them and that say ‘Buy now! Ask me why’. REALTORS® are being asked to wear these buttons out in public. The intent is for the button to serve as a conversation starter with the public that will give the REALTOR® an opportunity to dialogue with the consumer and emphasize the four main points of the campaign.”

According to Chiles, any REALTOR® wearing one of these buttons will be prepared to give a brief overview as to why now is a good time to buy. To aid in the campaign CAAR has armed its REALTOR® members with talking points. “CAAR has also developed “Buy now . . . here’s why” companion stickers that emphasize the four main points of the campaign. These stickers are to be placed on the backs of REALTORS®’ business cards. So, in addition to providing a brief overview of the market conditions our REALTOR® members will be handing out their business card with the talking points on the reverse,” said Chiles. CAAR REALTOR® members will also be participating in the campaign by incorporating the “Buy now! Ask me why” button logo and “Buy now . . . here’s why” message in their own print ads and media campaigns.

The Capital Area Association of REALTORS® is the Voice for Real Estate in the Capital Area representing more than 700 members involved in all aspects of the real estate industry. The Capital Area’s Resource for Real Estate Information can be found at www.SeeHouses.com.

###

REALTORS Click Here for campaign materials.