Knowledge Brokers Podcast™️ NAR Chief Marketing & Coms Officer Gives Most Transparent Interview Ever | Bennett Richardson | KBP
For years, agents have questioned where NAR’s marketing dollars are going — and whether they’re actually making an impact.
In this conversation, NAR Chief Marketing and Communications Officer Bennett Richardson joins Byron Lazine and Tom Toole to face those questions head-on. From the Havas partnership and multi-million-dollar ad spend to a new data-driven strategy and leadership reset, nothing is off limits.
Watch the full episode for an unscripted conversation: no pre-submitted questions, real pushback, and a candid look at transparency, accountability, and what’s changing inside NAR.
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SHOW RESOURCES
2025 NAR Annual Report
https://www.nar.realtor/about-nar/2025-nar-annual-report
BAM Breakdown of the Annual Report
https://nowbam.com/nar-annual-report-highlights-50m-in-budget-cuts-legal-strategy-relationship-repair/
NAR RESOURCES
New Consumer Ad Campaign
https://resources.realtor
Board of Directors Information
https://www.nar.realtor/national-leadership/board-of-directors
NAR Committees
https://www.nar.realtor/national-leadership/committee-members-liaisons
Apply for Committees
https://committeeapp.realtor
Policy Making Process
https://www.nar.realtor/videos/nar-policy-making-process
TIMESTAMPS
00:00–01:42 Intro
01:43 Bennett Richardson’s professional background
07:24 Why Havas Media Group is the right partner
18:09 What has actually changed in NAR’s messaging?
22:55 Where the “We Are R” campaign failed
28:39 First look at NAR’s new consumer campaign
31:32 Comparing NAR’s campaign to Homes.com
35:08 How NAR will track marketing ROI
42:04 Is print dead for NAR’s goals?
44:44 External perception vs. internal conflict
49:37 24 initiatives and 75 projects explained
53:23 How to get involved
56:40 How NAR is policing itself under current leadership
01:02:15 Final message for BAM listeners
STAY CONNECTED
Byron Lazine
https://www.instagram.com/byronlazine
Tom Toole
https://www.instagram.com/tomtoole3rd/
Lisa Chinatti
https://www.instagram.com/lisachinatti/
Bennett Richardson
https://www.instagram.com/bennettrich/?hl=en
BAM delivers real estate news, education, and entertainment with nonstop original content from an unmatched lineup of industry personalities and top producers.
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