More than likely you probably remember the “Buy now . . . Ask me why!” consumer campaign that the association conducted last year. In light of the large amount of discussion that this campaign generated the Marketing & Member Services Committee of CAAR has decided to renew this campaign again this year. As you know the same ideal market conditions that existed a year ago continue to exist. In fact, with the addition of the $7,500 first-time homebuyer tax credit conditions for prospective homebuyers have only become more favorable.

CAAR’s Marketing & Member Services Committee continues to work with a local media consultant in an effort to continue our ongoing media campaign. The goal of this campaign is to instill confidence in the local housing market, to reassure prospective buyers that NOW IS indeed a good time to buy and compel them to act.

The primary theme of the campaign will be to “Buy Now”. Related sub-themes will focus on the following:

• up to $8,000 first-time homebuyer tax credit;

• the local nature of real estate;

• our strong affordability;

• the large selection of homes for sale; and,

• historically low interest rates.

The primary delivery mechanism will be radio with commercials beginning on February 23rd. CAAR will place 220 ads placed on WMAY, WFMB and WTAX radio over a three month period. Word-of-mouth will also factor heavily into this campaign. The success of last year’s campaign can be attributed to the grassroots level word-of-mouth involvement of members such as yourself. Again this year, we intend to fully engage our membership in this campaign. Since we have budgeted a modest amount of funds for this campaign it becomes all the more important that we leverage our investment with your active participation.

CAAR has purchased another supply of buttons that have the REALTOR® logo on them and that say “Buy now! Ask me why”. Again this year, we are asking members to wear these buttons out in public. The intent is for the button to serve as a conversation starter with the public. The wearer of the button should be prepared to give a brief overview as to why now is a good time to buy. To assist with this again this year we will provide talking points. Additionally, we will again utilize the “Buy now . . . here’s why” companion stickers that are to be placed on the back of your business card. These stickers emphasize the five main points of the campaign. So, in addition to providing a brief overview of the market conditions our members are asked to also give their business card with the talking points on the reverse. Additionally, once again, CAAR is having “Buy Now” table cards printed that can be displayed in lobbies and reception areas. These materials will be available in the near future.

Also, again this year, we encourage you to incorporate the “Buy now! Ask me why” button within your print ads (see attached). You could also include the companion stickers in your print ads. We would also ask you to place the button on your website with a link to the talking points.

Additionally, members of the Marketing and Member Services Committee are available to visit individual offices to make presentations about the campaign. If your office is interested in having someone come and speak about the campaign please contact Dan Sale at 217-698-7000.