Grant Application

Consumer Advocacy Outreach Grant

Staff Contact: Erin Murphy: emurphy@nar.realtor (202-383-1079)
Version: 2023_1

The Consumer Advocacy Outreach Advisory Board meets the first Tuesday of each month to hear grant requests. Applications are due a week in advance so the advisory board can review. The requesting association is required to present for 5 minutes via Zoom and answer any questions. Please plan accordingly and reach out to Erin Murphy (emurphy@nar.realtor / 202-383-1079) before you submit the application.

Depending on the scope of your campaign, you may submit your application at any time to insure the creation and development of your consumer campaign assets. Do not launch the campaign before receiving grant funds.

NOTE: Applications for the year will not be accepted after October 1, 2024.

State and local REALTOR® associations shall only use resources provided by the NAR REALTOR® Party Program within their association’s territorial jurisdictions as set by NAR.

Does the proposed activity adhere to the stated requirement?

Yes

If you answered, no, contact Erin Murphy at Erin Murphy or emurphy@nar.realtor before submitting this application.

First Name *

Last Name *

Contact Title *

Contact Email *

Contact Phone *

State *

Association *

Address 1 *

Address 2

City *

zip *

Association AE Contact Information (if different from above):

Click here if information is the same as previous contact information

Association Executive First Name (if different from above):

Association Executive Last Name (if different from above):

Association Executive Contact Email (if different from above):

State Executive Officer Or His/Her Designee First Name: *

State Executive Officer Or His/Her Designee Last Name: *

State Executive Officer Or His/Her Designee Email Address: *

Is this application for a state or local association? *

State

Local

Amount requested:
(up to $25,000 may be requested if not a collaborative campaign) If collaborative campaign between state and local associations, up to $75,000 may be requested *

$ .00

1. Describe the consumer-facing activity, campaign, or legislative issue for which you are seeking NAR financial support. Please include:

Why the activity is needed and
Consumer awareness of the issue

Following the announcement of the NAR proposed settlement, there has been misinformation and a number of misconceptions perpetuated in the media, which has caused confusion for both consumers and Realtor members. Many news articles have made it sound like commissions have been set and they focus on predictions for how the NAR settlement agreement will cause home prices to plummet. PAR believes providing a positive narrative about the value of Realtors and how they advocate for their clients is critical. Consumers are hearing conflicting reports in the media and it\'s important for the association and its members to educate consumers about the changes that will be occurring in the industry, including how Realtors advocate for them and what they can expect in the transaction. Consumers need to feel confident about the process and understand the value that Realtors bring to the transaction. The campaign will provide a further foundation for advocacy efforts at the local and state levels. We will also arm Realtor members with relevant messaging that can help them more accurately portray their role in the real estate transaction.

2. What tools will you use to communicate with consumers? NAR staff and REALTOR® Party vendors can work with your association to create a campaign plan. If you plan to use other vendors for all or some of your campaign activities, provide vendor name(s) and contact information and the services that they will provide and budget. *

PAR, along with 17 local associations, will be working with Jason Kirsch, the principal and senior counselor with PRworks (jkirsh@prworksinc.com) in Harrisburg, PA, to incorporate NAR messaging into a wide-reaching campaign throughout Pennsylvania. PRworks has a well-established reputation for working with other associations. PRworks will be involved in creating the campaign website landing page content, developing infographics for digital channels including the landing page and social media, as well as videos and audio spots deploying via social media, streaming TV and streaming audio. They will consult on communications planning and messaging, strategy for media opportunities, identify target media outlets, write and distribute news releases, pitch reporters in targeted media outlets, coordinate and prepare spokespeople for interviews and monitor and report on media relations. We expect to also provide press releases, op-eds/letters to the editor, and other graphic collateral for local association distribution. In addition, the campaign will coordinate with local associations to provide materials for geo-targeted paid social media ads to further reach clients. The anticipated budget for this project is $102,500, with PAR and local associations\' contributions, along with NAR grant funding.

3. When will the consumer advocacy activity begin and end? Are there significant milestones during the campaign? *

4. How will association staff be involved in the planning and execution of the activity? *

5. Describe the short and long-term activity or campaign goals, including how this activity will engage and educate consumers on the advocacy issue at the state and/or local level that affect the real estate industry and it aligns with association goals? Is it in association's strategic plan or the focus of committee or leadership?

The goal of the campaign is to empower home buyers and sellers to navigate the real estate process with clarity following the NAR settlement and to make them aware of Realtor advocacy efforts like recent legislative victories in private roadway maintenance agreements and 1031 like-kind exchanges, as well as current activities on first-time homebuyers savings account program, wholesaling and municipal code and ordinance compliance act legislation. In addition, the campaign will help consumers understand and leverage the value and expertise of Realtors. The campaign has several objectives that speak to the overall mission of PAR which is to protect private property rights, facilitate a consistent and reliable marketplace and promote the professional, ethical and successful practice of real estate by 1) Increasing awareness of the impact on agent selection and compensation, 2) Educating consumers on the value of Realtors as essential trusted advisors and 3) Generating positive media and public attention on the benefits of using a Realtor as well as the value Realtors bring to the community.

6. Describe why this activity or advocacy issue is important to consumers, current homeowners or potential homeowners, the impact of this issue will have on your community/state. *

7. How will this activity or campaign benefit consumers, the REALTOR® association, and its members? *

8. Has your association engaged with consumers about this issue before and if it has, describe your association efforts and results. *

9. List any other state or local REALTOR® associations or organizations that have worked on this issue or plan to partner with your association in the activity. Describe their role(s) in the activity. Note: Partnership with any organizations/coalition may involve further disclosure on how funds will be used. *

10. If you are using outside vendor, please attach their budget proposal.

The following are NOT eligible uses of grant funds.

REALTOR® association staff time/hours
Fundraising contributions
Money to hold a fundraiser
General operating expenses
Donations to another organization

Cash prizes or purchase of gifts and prizes
Materials for construction/rehab of a property
Landscaping materials
Home furnishings
Food and beverages

The Following are eligible uses of grant funds.

Direct mail
Website/landing page on HOM site
Infographics
Online ads (standard), include Facebook
Emails

Phone calls
Shareable posts for social media
Pre-roll video production
Pre-roll video standard, include Facebook
Other

$ .00

11. Has your association previously received a Consumer Advocacy grant? What was the issue, activity, or campaign? *

12. Has your association applied for funding for THIS activity from another NAR REALTOR® Party program including Smart Growth, Diversity, Placemaking, or Issues Mobilization? *

Yes

13. If this funding request is approved, do you give NAR permission to share your application with others (either directly or on the REALTOR® Party website) as an example of a successful application? *

Yes

Expiration of funds
Offer to fund proposed project expires one year from date of award approval if the proposed project has not been initiated.

Reimbursement Details
Funds awarded as a Consumer Advocacy Outreach grant will be awarded through the following reimbursement processes:

If your application is approved, NAR will refund expenses up to the grant allocation. Your application must be sent to NAR six weeks before your event takes place otherwise your grant will not be considered.
NAR is willing to fund activities that will generate tangible results; NAR will not fund recognition activities through this grant program.
The association will submit to NAR proof of money spent totaling the amount of the grant award.
Acceptable forms of proof of money spent include an invoice from a vendor, a signed contract with a consultant/speaker; receipts for items purchased, and cancelled checks.
The request for reimbursement must be made within 90 days of the completion of the activity for which the grant was awarded.
In order to receive reimbursement up to the allocated grant amount, you must also submit a completed evaluation form that will be sent to you once you are approved. We ask that the evaluation form be submitted within 30 days of your event.
Once all documentation is received, NAR will send to the association a check for the amount of the incurred costs.

NOTE: Application must either be submitted by the AE or the AE must be copied on the submission.

Please direct questions to:
Erin Murphy
202-383-1079
emurphy@nar.realtor