Realtors introduce marketing campaign ‘We Are the R’

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RICHMOND, Va. — A local real estate group is spreading some holiday cheer to kick off its latest marketing campaign.

The Richmond Association of Realtors has unveiled the first in a series of nine posters to be released through next year to promote its members in a recurring “We Are the R” campaign.

The posters, which were designed by local creative agency Punch, will highlight Richmond landmarks, events and icons to promote Realtors as local guides and experts in Richmond-area real estate.

The first poster, released this month, features holiday-themed images of four local locations or traditions: the Byrd Theatre, the Tacky Lights Tour, the Valentine Museum, and Gardenfest of Lights at Lewis Ginter Botanical Garden.

Kate Landis, marketing and public relations manager for RAR, conceptualized the campaign with colleague Kelsey Croston, who maintains a website specific to the campaign and is overseeing social media outreach.

In addition to promoting Realtors as homebuyers’ guides to Richmond, Landis said a goal of the campaign is to differentiate Realtors from other real estate agents who are not association members.

“The average person, when they hear Realtor, they think ‘real estate agent.’ But not all real estate agents are Realtors,” Landis said.

One difference, she said, is a code of ethics that Realtors subscribe to when they join the association, which provides services and support in return.

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