THE SITUATION
Baldwin REALTORS’® strategic plan uncovered an opportunity to raise awareness for the REALTOR® across Southern Alabama. The Board also saw this as a way to install pride and credibility with membership; a campaign focused solely on the value of using a REALTOR®.

THE SOLUTION
A wide-reaching consumer campaign aimed to meet and exceed four goals:

• Make REALTORS® top of mind to the consumer
• Improve perception of REALTORS® across Southern Alabama
• Members see Baldwin REALTORS® as valuable to their business
• Media looks to Baldwin REALTORS® for the real story on the industry and personal property rights

The process involved a consumer survey of 100 REALTOR® clients about their experience using a Baldwin REALTOR®. Next, a member task force assembled for a 5-hour workshop to provide more context to the consumer research and give additional input about members. The output of the workshop was used to build a campaign theme and message that fed into a comprehensive marketing campaign. The message also feeds into a content strategy for blog articles, press releases and other industry information to tell the REALTOR® story and gain credibility with the media and the consumer.

THE STATUS
Baldwin REALTORS® successfully launched the consumer campaign in October 2018 at their all-member meeting and board installation.

The plan, messaging, collaterals and strategy gives staff and REALTORS® a consistent, credible story to tell consumers, clients and their circle of influence.

The campaign will launch to the public through billboards, social media, radio and television. The process includes measurements for staff and leadership to monitor the progress of the campaign and ultimately track leads to Baldwin REALTORS®