Broward, Palm Beaches & St. Lucie Realtors® launch fourth consumer commercial focusing on buyer representation
WEST PALM BEACH, Fla. (Dec. 11, 2024) – Broward, Palm Beaches & St. Lucie Realtors® announces its fourth commercial, “Perfect Strangers,” to continue the association’s award-winning Only a REALTOR® campaign. Rooted in data and in-depth research, the newest commercial delivers an essential message to today’s consumers: the critical value of buyer representation, a cornerstone of real estate transactions.
“Only a REALTOR® was built at a pivotal time for Realtors® and continues to serve as a long-term investment in the industry’s future,” says Dionna Hall, CEO of Broward, Palm Beaches & St. Lucie Realtors®. “The commercial’s powerful message emphasizes how Realtors® are indispensable in the home buying process, providing their clients a sense of security during one of their largest investments—buying a home.”
“Perfect Strangers” aims to highlight the irreplaceable role Realtors® play in mitigating risks for their buyer clients, who are investing emotionally and financially in the purchase of their new home. The commercial highlights the transaction process as it starts to unwind in reverse. It ends by showing how the relationship built between the Realtor® and the client developed as they were just strangers getting to know each other in the beginning.
Consumer reports and research groups revealed that the value of risk mitigation was shown through Realtors’® expertise in understanding contracts, negotiating on clients’ behalf and offering unique expertise throughout transactions that gives clients a clear understanding of the details and security in their investment—all of which are highlighted throughout the 30-second spot.
“The latest commercial speaks to how unique the homebuying process can be and why using a Realtor® is essential to ensure your best interest is at heart,” says David Serle, president of Broward, Palm Beaches & St. Lucie Realtors®.“Realtors® are multi-faceted experts who juggle an array of complex scenarios for their clients while getting them to the closing table and underscores the relationships built along the way.”
The latest commercial will air on major networks, cable, connected TV apps, social media platforms, branded content outlets, realtor.com and display within Fort Lauderdale-Hollywood International Airport and Palm Beach International Airport. It will also reach the ever-growing Hispanic community in South Florida with the commercial also being produced in Spanish.
The power of the campaign will be amplified as Broward, Palm Beaches & St. Lucie Realtors® continue to create a national movement to ensure people understand the critical value and counsel Realtors® bring to every real estate transaction. This will be supported by the continued efforts to license "Perfect Strangers” to other associations starting in Jan. 2025. Licensing the campaign aims to increase awareness of the value and professionalism of using a Realtor® as a trusted partner to guide buyers and sellers through each unique real estate transaction. This helps other associations achieve a high-quality campaign that resonates with consumers and continues to add value to the Realtor® brand.
Previously, Broward, Palm Beaches & St. Lucie Realtors® licensed the Only a Realtor® campaign to the Royal Palm Coast Realtors® Association and recently merged Greater Tampa Realtors® and Pinellas/Central Pasco Realtor® Association.
Watch the new commercial, Perfect Strangers
About Broward, Palm Beaches & St. Lucie Realtors®
Broward, Palm Beaches & St. Lucie Realtors® is South Florida’s premier REALTOR® association. More than 40,000 members in eight locations are equipped to sell real estate along 130 miles of coastline in South Florida and the Treasure Coast. Broward, Palm Beaches, St. Lucie Realtors® work to enhance its members’ abilities and opportunities to conduct business professionally, ethically and profitably throughout their career. As the third largest local association in the nation, the association empowers members as leaders and influencers in the industry and community. Broward, Palm Beaches & St. Lucie Realtors® is the local chapter of the National Association of REALTORS®. To learn more visit, rworld.com.