RAYAC Campaign

Why Use a REALTOR®?

REALTORS® Association of York and Adams Counties (RAYAC) started a multi-phased advertising campaign last month designed to make consumers aware of the benefits of hiring a REALTOR®.

     RAYAC will spend $61,000 for print, radio and television advertisements and billboards in York and Adams Counties. They are using the advertising materials developed by the National Association of REALTORS®.

     RAYAC President Deborah Lowry says the REALTOR® enhancement program has been in the works for more than a year. “We had a strategic planner come to our association to help us define our goals. Our main goals were to help REALTORS® be more successful and help consumers understand what a REALTOR® can do for them.

     “We obviously do more than just show houses,” she says, “but so many consumers don’t understand the entire selling/buying process.”

      Members appreciate the association’s efforts. “We announced our plan at a general meeting and the members were stunned that we’re doing this,” Lowery says. “They are very enthusiastic about the program and thought it was high time.”

     Mindy Weikert-Kauffman, chair of RAYAC’s REALTOR® Value Committee, says, “The consumer doesn’t hesitate to contact four people about what fertilizer to put on his lawn but he thinks he can sell his house by himself. This campaign is designed to enhance the consumer’s knowledge of using a REALTOR®.”

     Weikert-Kauffman says the billboard campaign will run July through September and the cable TV ads will appear June through October. Members will help to measure the campaign’s effectiveness by asking clients if they saw the advertisements.