National Association of Realtors names Arnold as AOR

The National Association of Realtors (NAR), which represents both the residential and commercial real estate industries, has named Boston-based Arnold as its agency of record after a competitive review involving 18 agencies.

Havas’s Arnold has been primarily tasked with helping NAR revamp the role of the realtor. Since many young people turn to the internet instead of a realtor when it comes to finding a home, Arnold’s goal will be to educate millennials on what exactly a realtor does and why they are valuable for the home buying process.

It will also be responsible for marketing efforts spanning across strategy, creative, digital, and brand activation.

Previously, California agency Most served as agency of record for NAR.

NAR President Chris Polychron said: “Arnold’s understanding of the millennial segment, coupled with their ideas on how to position the value of realtors in a marketplace that is heavily influenced by digital technology, algorithms and electronic matchmaking was impressive.”

Select Resources International managed the review.

Arnold’s clients include Fidelity Investments, The Hershey Company, and New Balance.