Real Estate Insiders Unfiltered NAR's Marketing Chief Reveals the New Strategy for Agents
6 snips
Feb 23, 2026 Bennett Richardson, NAR’s chief marketing and communications officer with past roles at Politico and Google, discusses NAR’s bold marketing reset. He explains the new More Than Opening Doors campaign, rebuilding trust, AI-driven media targeting for first-time buyers, creative choices like The One spot, and tools to help agents personalize professional ads.
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Stop Hiding Reopen Communications Proactively
- Get out of the communications bunker and reopen dialogue with members and media.
- Bennett stopped issuing 'no comment', did ~400 interviews last year, and prioritized transparent, proactive outreach to rebuild trust.
Member First Beats Output Metrics
- Put the member first by designing communications around what members actually need and care about.
- Bennett emphasized shifting from output (emails/posts) to outcomes that directly help members grow their businesses.
Get Back To Selling To Lead Better
- If you're stuck in a bunker as a leader, go back to selling a house and focus on your day-to-day value.
- Bennett echoed Keith: reconnect with core work, tell your story, and let that practical focus guide leadership.
