How modern advertising supports you and your business Inside the "Enchanted Library," an interactive space from NAR's consumer ad campaign, members attending the NAR NXT conference in Boston were asked to share stories of their greatest triumphs with clients. The tales were touching, like that of California real estate pro Denyse Wilson, who wrote about leveraging her network to help a widow and her four daughters get financing and find a new home in less than 30 days. In this special episode of the "Drive With NAR" podcast, which was recorded at the Enchanted Library, learn from the media and creative minds behind the consumer ad campaign how these stories authentically fuel the campaign's message. Hear about the changing advertising landscape, what it takes to break through to consumers and why the campaign is so important to the REALTOR® brand. The chair and vice chair of NAR's Consumer Communications Committee join the conversation to share the benefits of the campaign to members and how they can leverage it. Full Story: REALTOR® Magazine (12/9)
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Best Practices in Sales & Marketing
How to make lone wolves valuable team players Lone wolves in the workplace can hinder innovation and create resentment, but leaders can encourage a team-oriented mindset by defining clear goals and behaviors, negotiating new agreements, measuring key performance indicators and recognizing success, writes leadership consultant Michael Timms. Regular one-on-one meetings and enforcing consequences for noncooperation are also crucial for fostering a cohesive team culture, Timms writes. Full Story: Fast Company (tiered subscription model) (12/6)
How brands can turn criticism into opportunity Vince Soliven, executive creative director at Copacino Fujikado, writes about how brands can benefit from understanding why they are disliked, turning potential liabilities into strengths by addressing misconceptions and listening to vocal critics. "The very reasons people reject your brand can be turned into the reasons they fall in love with it," Soliven writes. Full Story: Adweek (12/6)
Emphasize intentional cultural engagement Although at least 80% of brands believe they understand consumers, only 46% of those consumers agree, a Twilio study found. Nuance Matters' Sabrina Lynch points out that brands often confuse tactics with genuine cultural strategies and urges them to respect communities and foster long-term engagement. Full Story: Ad Age (tiered subscription model) (12/6)
Real Estate Trends
TV design shows may be reshaping buyers expectations Could reality television design shows be distorting home buyers' perception of what market-ready homes look like? A survey conducted by the National Association of REALTORS® last year found that more than half of real estate agents—55%—blamed TV home design shows for giving buyers unrealistic expectations about how homes should look, according to NAR's 2023 Profile of Home Staging. Full Story: REALTOR® Magazine/Styled, Staged & Sold (12/9)
Yellen outlines persistent risks for CRE Treasury Secretary Janet Yellen has warned of ongoing vulnerabilities in the U.S. financial system from commercial real estate and digital assets, even as the broader economy shows strength. Yellen and other top regulators on the the Financial Stability Oversight Council have recommended a continued focus on the ability of the financial industry to stand up to CRE pressures, such as slower rent growth and increasing vacancies, according to the FSOC annual report. Full Story: BNN Bloomberg (Canada) (12/6)
Community land trusts offer housing affordability Community land trusts are gaining traction as a solution to the affordable housing crisis by allowing buyers to purchase homes without buying the land, which remains under a long-term lease, writes Anthony Flint, a senior fellow at the Lincoln Institute of Land Policy. This model keeps housing costs down permanently by imposing resale price limits, and municipalities across the U.S. are increasingly adopting CLTs to address housing affordability. Full Story: Banker & Tradesman (Boston) (12/8)
Legislation & Regulation
FSOC: AI, cybersecurity, digital assets pose stability risks The Financial Stability Oversight Council said risks to U.S. financial stability have "evolved in consequential ways." In its annual report, it once again named AI, cybersecurity, digital assets, commercial real estate and private credit, and it called on regulators and companies to be vigilant in monitoring vulnerabilities. Treasury Secretary Janet Yellen said Friday that it is "crucial" that the FSOC be able to continue its work under the next administration. Full Story: PYMNTS (12/6),Reuters (12/6),Pensions & Investments (free access for SmartBrief readers) (12/6)
Trump defends tariff plans despite economic concerns President-elect Donald Trump reaffirmed his support for tariffs, dismissing claims that they increase consumer costs, despite economists and major retailers like Walmart warning of price hikes. Attributing economic gains during his first term to tariffs, Trump emphasized their multifaceted utility, saying they "made the economy great" and could address global conflicts. He promised a "fair playing field" while denying subsidies to countries like Mexico and Canada. Full Story: Politico (12/8),NBC News (12/8)
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The National Association of REALTORS® is America's largest trade association, representing more than 1.5 million members involved in all aspects of the residential and commercial real estate industries. REALTOR® Magazine is the official magazine of NAR, bringing expert insight to real estate trends, tools, and business strategies.
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