Broward, Palm Beaches & St. Lucie Realtors® always works to prioritize its membership and industry so it can serve as consumers’ personal resource to the communities where we live, work and play. This goal is strengthened by the launch of our latest commercial Box of Memories as part of our award-winning Only a REALTOR® campaign.

Only a REALTOR® launched in May 2022 when our industry faced the challenge of helping people understand the essential role of REALTORS®. The campaign underscores the important and personal moments of working with a REALTOR® as consumers make one of their biggest investments, a home. While our first two Only a REALTOR® commercials focused on the homebuying journey for evolving families in South Florida, this year’s commercial centers on the other side of our business, selling — with an emphasis on empty nesters.

The latest commercial, Box of Memories, highlights the transitional years in empty nesters’ lives as they sell the home they’ve watched their family grow up in, unveiling the many memories one house can hold. The commercial speaks to the growing number of empty nesters in the South Florida market and emphasizes the dedication REALTORS® provide by being invested in their clients’ families and futures.

Since the campaign launch, the Only A REALTOR® campaign has reached nearly 11 million impressions and over 1.6 million video plays. With the Hispanic community thriving in South Florida, the association recognizes the importance of producing the commercial in Spanish to cater to the population with website content that can be viewed in a consumer’s language of choice.

The National Association of REALTORS® (NAR) launched the That’s Who We R campaign in 2019. NAR’s campaign inspired the Broward, Palm Beaches & St. Lucie Realtors® to ensure consumers understand the critical value and counsel REALTORS® bring to every real estate transaction. REALTORS® offer experience, transparency, choice and efficiency through independent, local broker marketplaces. Most importantly, REALTORS® provide compassion and thoughtfulness during changing chapters in their clients’ lives.

The Only a REALTOR® campaign is a long-term investment in the future of our industry. The goal of the campaign remains the same today — to create a national movement to ensure people understand the essential role of REALTORS®. The campaign works to educate and guide consumers on the unique and essential differentiators our membership can offer to not just transact real estate but show they are invested in their client’s well being and provide in-depth knowledge of the local communities they serve ethically and professionally.

Broward, Palm Beaches & St. Lucie Realtors® created this campaign to directly support its membership. REALTORS® are responsible for thousands of real estate transactions a year and treat each transaction as a unique consumer experience that the membership navigates with different levels of support, complexity and expertise. The Only a REALTOR® campaign emphasizes these differentiators that they can offer consumers during their homebuying and selling journey. Even though the nest may be empty, a lifetime of memories keeps the heart full and fulfilled.

Dionna Hall is CEO of Broward, Palm Beaches & St. Lucie REALTORS®.