Uncommon underscores the value of realtors in Dream Home campaign

The National Association of REALTORS has enlisted Uncommon Creative Studio to boost the image of real estate agents.

The National Association of REALTORS (NAR) is America’s largest trade association, which is unsurprising given the size of the industry. 

In order, presumably, to deflect from some of its more negative media depictions in recent times (South Park and American Beauty come to mind), Uncommon is perfectly placed for the job.

Building messaging

The result is a striking new advertising campaign titled ‘Dream Home’, emphasising the industry’s prowess in navigating the complex homebuying process, urging consumers to avoid the pitfalls of going it alone.

The centrepiece of the campaign is a cinematic two-minute-plus commercial, directed by Frédéric Planchon of Anonymous Content. The ad follows a couple’s emotional journey as they find their dream home and grow old together, experiencing life’s highs and lows over the decades.

The narrative takes an unexpected twist, revealing a potential pitfall that could have derailed their dream—a rezoning issue next door that their realtor helps them avoid. This storytelling approach underscores NAR’s ‘Right by You’ tagline, introduced by Uncommon in March, which highlights the expertise and guidance the industry provides.

The spot is part of NAR’s broader ‘Don’t DIY’ campaign, which makes a case against attempting to buy a home without professional assistance. Failing to do proper research, the campaign says, can turn a dream home into a costly nightmare.

Key timing

The campaign comes at a pivotal time for NAR, following a $418m settlement in March 2024 to resolve lawsuits over commission practices, signalling a shift toward greater transparency in the real estate industry.

Uncommon New York, appointed as NAR’s creative agency of record in December 2024 after a competitive review, has crafted a campaign that blends emotional storytelling with a clear message about the value of professional guidance.

Our take

The process of buying a home is among the most daunting, emotional and financially important moments of anyone’s life, so Uncommon had a lot of themes to draw on for this campaign. The cinematic approach, therefore, doesn’t feel contrived.

It comes as the realtor has taken a bit of a knock in popular culture, but with few braving the DIY route, the proof is in the pudding on this one.