Why Home Ownership Matters

• Home ownership is under attack

• Media, public policy officials and consumers have questioned the value of home ownership

• We need to keep home ownership first on the nation’s public policy agenda

• Our future depends on it

The Campaign

• Legislative & political advocacy

• Media & consumer outreach

• Research

• Coalition building

• Third-party support

• Resources for members, AEs

Legislative & Political AdvocacyIssues• Mortgage Interest Deduction• Reform of government-sponsored enterprises (Fannie,

Freddie)• Qualified Residential Mortgages (QRM)

Activities• All-member and consumer calls for action• Member visits to Capitol Hill • Meetings with regulators• Coalition building• Advocacy advertising

Media & Consumer Outreach

• Home Ownership Matters bus tour• Earned media outreach• Advertising • Real Estate Today Radio• HouseLogic.com

Home Ownership Matters Bus Tour

• Align consumers and REALTORS® under a common cause.

• Create positive impacts & impressions with: NAR members Members of Congress Consumers Local media

• Multiply the reach of our messages on issues like MID and GSEs, and get Congress’ attention.

Home Ownership Matters Bus Tour• Chicago, IL 3/4-3/5• St. Louis, MO• Topeka, KS• Omaha, NE• Denver, CO 3/18-3/19• Ogden, UT • Boise, ID• Portland, OR 3/25-3/26• Spokane, WA• Helena, MT

Home Ownership Matters Bus Tour

• 27.3 million impressions• $3.95 million ad value• Meetings with editorial boards

Chicago TribuneChicago Daily HeraldPortland OregonianPortland Business Journal

Home Ownership MattersPositive vs. Opposing Media Coverage

Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11

20.2

30.1

40.937.6

25

36.732.8

34.4

15.5 14.4

19.515.4 14.2 13.6

21 24.9

(impressions in millions)

Positive Opposing

Real Estate Today Radio

• 150 stations including every top-15 market in America, making RET Radio the fastest growing real estate program in radio

• On-air in 45 states across the country• Listener base: 3.2 million consumers per month• Visit RET Radio’s station finder to locate your local station:

www.retradio.com/stationfinder.php

ResearchNAR-Harris Interactive• 95% of owners and 72% of renters believe that over a period of several

years, it makes more sense to own a home• 93% of owners surveyed would buy again• The majority of renters (63%) say they are likely to purchase a home at

some point in the future

Allstate/National Journal• 79% of Americans believe owning a home is a better financial decision

than renting• 89% of owners would choose to buy again

Pew Research Center• 80% of Americans believe owning a home is the best long-term

investment a person can make• 81% of renters aspire to own a home

Resources for Associationswww.realtor.org/homeownership

• Latest issue updates from NAR

• Media outreach tools and resources

• HOM weekly activity report

• Recent news articles

• Blog posts

• Videos and webinars

• Research and data points

• Widget for your website

For more information: www.realtor.org/homeownership