2025 Commercial Mentorship Program
October 29, 2024 - September 1, 2025
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ORRA's $350,000 multi-media campaign (funded by an annual per-member assessment of $25) is a project of the association's communications committee, which is led by 2021 Chairman Rose Kemp. The committee oversees various components of the consumer campaign, from messaging and artwork as well voice of the campaign to ensure the REALTOR® brand.
The 2021 buy includes paid placement of digital banners, radio spots, social media advertisements, and Google Ads. Much of the campaign's materials, including radio spots and videos, are available for member use.
2021 has seen the Orlando Regional REALTOR® Association (ORRA) take a fresh approach to consumers buying and selling homes.
Create the foremost position that a REALTOR® will act in a consumer’s best interest, and at all times before, during, and after services have been rendered.
Creating trust between the customer and the community is paramount and key to the association’s success.
To give freely of education, advice, and recommendation in their consumer’s best interest.
Diversity in all forms is not simply recognized but celebrated in a multi-generational approach that celebrates the organization's 100th anniversary.
The REALTOR® “Code of Ethics” is a bond that will ensure that all customers are treated fairly and that the efforts put forth are made so in the best interest of the buyer or seller.
The realities of today’s saturated marketplace put a premium on time. Your REALTOR® will make every effort to take on as much responsibility in the process as possible.
Our focus is to drive TRAFFIC to the “Find a REALTOR®” page on our ORRA consumer website as a driven ACTION rather than just brand awareness.
On this campaign, we are focused on CONVERSION and the consumer seeking and working with an ORRA REALTOR® by seeking critical insight from their 19,000+ database of trusted REALTORS®. Therefore, after a thorough analysis of the membership questionnaire, stakeholder (and key area REALTORS®) interviews, we began campaign programming.
During that time sought to integrate the 100 years as a critical conceptual directive. The centennial milestone of any brand cannot be understated — it evokes longevity, perseverance, and a trusted commodity. So it was a natural fit for the first campaign:
This creative concept would take vintage images of 100-year-old homes from the Central Florida area and pair them with their home of “present day.”
Moreover, we were further compelled to address a broader audience base within a multilingual environment that includes: English, Spanish, Portuguese, and Creole.
Within this multi-linguistic, racially diverse, and generational community we designed, tested and deployed a multichannel approach consistent with the needs of the marketplace. This channel approach, while complex within each subset, was simple in delivery using a tactical mix of:
Furthermore, the importance of reaching the consumers on their many communication devices, and channels cannot be understated.
Within that context, we’re bringing this revised messaging to you via a blended-media approach with the combination of I ❤️ Media’s services that include (but are not limited to):
The future of ORRA’s consumer marketing is powered by testing, optimization, and future creative content, both in the form of social media posting as well as strategic paid placement.
