Texas Association of REALTORS

Challenge

A primary value the Texas Association of REALTORS® (TAR) delivers to its members is statewide legislative advocacy.  In January 2005, the 79th Texas Legislature was expected to take up several issues affecting private property owners and REALTORS® - among them proposals to implement a real estate transfer tax and a property tax cut.  TAR engaged Pierpont Communications to assist them in communicating the impact of the proposed legislation to REALTORS® and private property owners in Texas and mobilize these audiences to influence their legislators with regard to these issues on a grassroots level.

Strategy

The objective of Pierpont's communication program was clear: Build support for TAR's positions on key legislative issues among REALTORS® and private property owners.  Given TAR's already sophisticated legislative affairs program and skilled marketing communication staff, Pierpont determined the best way to support the organization in this regard was through an aggressive media relations program.  This involved:

  • Crafting key messages for TAR's target audiences on its overall legislative position and the specific issues affecting REALTORS® under consideration by the Texas Legislature.
  • Reaching out to media outlets across the state to communicate these messages and influence REALTORS® and private property owners in Texas.
  • Leveraging third-party resources to reinforce TAR's legislative positions, such as research reports authored by real estate and economic experts.

Implementation

Pierpont’s media relations tactics focused on securing high-quality media coverage that included the key messages of TAR’s legislative priorities.  Specifically, Pierpont assisted the organization in:

  • Conducting a news conference to promote research reports authored by influential researchers that reinforced TAR’s legislative positions.
  • Participating in and promoting REALTOR® Day at the Capitol, highlighting it as the most successful REALTOR® legislative day in the organization’s history, demonstrating the scope and influence of the REALTOR® organization in Texas and generating awareness for the legislative issues important to REALTORS®.
  • Arranging, facilitating and following up on informational briefings with the editorial boards of the major daily newspapers in Texas.
  • Conducting outreach, via media pitches and news releases, to small Texas newspapers in the home districts of legislators to garner additional coverage of REALTOR® issues.

Results

TAR has a history of very successful legislative outreach on behalf of its members.  However, the 79th session of the Texas Legislature was the first time the organization enhanced those efforts with a strategic communication program.  The result was very successful.  The communication program helped TAR accomplish its legislative objectives of defeating a real estate transfer tax and passing a property tax cut.  In addition, it helped the organization better educate REALTORS® and private property owners regarding important real estate issues.

Forums such as the editorial briefings, which Pierpont secured with four of Texas' five major daily newspapers, provided in-depth opportunities to discuss the organization's issues on a deeper level than ever before.  In addition, the broad coverage of REALTOR® issues across many outlets, specifically including 37 print articles, two radio stories and an in-depth television feature, significantly increased the reach and influence of the organization.

Grassroots support is the most powerful element of any effective legislative program.  Complementing TAR's legislative efforts with a strategic communication campaign was central to strengthening that support, educating members on legislative issues and mobilizing supporters to protect private property rights in Texas.