MAAR

Minneapolis Association Puts Its Heart Into Real Estate Love Connections

First, Connecticut REALTORS® brought in the muscle power of the WWE to metaphorically show the strength of a REALTOR® in a home transaction. Now, the Minneapolis Area Association of REALTORS® is playing matchmaker with lovelorn home shoppers, helping them find a spark with the right house.

In its first image and awareness campaign, the association is targeting the first-time buyer crowd ages 18 to 34 with humorous videos likening the home-search process to speed dating, says MAAR President Judy Shields. The campaign, which has been in development since last fall, features 30-second spots like the one above that will air on local television stations and on-demand video, as well as social media, through Nov. 7.

“A consumer-focused campaign is something MAAR members have wanted for years, and they are very happy with the finished product,” Shields said in a statement. “I’m so happy with how we accomplished the messaging and humor. It’s important for consumers to know the importance of using a REALTOR® to help with the complicated transaction of buying a home.”

MAAR has set up a website — MatchmakersForHomes.com — where all its campaign media can be viewed.

Graham Wood

Graham Wood is a senior editor for REALTOR® Magazine. He can be reached at gwood@realtors.org.

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