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California REALTORS now have their own emojis

Red Tettemer O'Connell + Partners have created CARmojis. That's c.a.r. as in California Association of REALTORS. It's available in the app store now. There's an obvious question to be asked here which is why? As in why would I want to California Realtor emojis? I can't think of a reason at all. In terms of just a PR stunt I guess it gets their name out, but it's kind of a pointless exercise.

Judging by the reviews of the app, the only people who like it are realtors. No-realtor people are not happy with the idea that in order to use the app, one must give it access to everything. Take this review for instance by Tulabelle:

"Help me understand why one MUST agree to give up their privacy when agreeing to use this APP?! By agreeing you tell them they can use ANYTHING you have ever typed including credit card numbers and private communications. You think you have a reasonable right to privacy but your (sic) agreeing take it away!!!!!!"

Not a good look, C.A.R.

Client: California REALTORS
Agency: Red Tettemer O’Connell + Partners
Chief Creative Officer: Steve Red
Executive Creative Director: Steve O’Connell
VP, Group Creative Director: Todd Taylor
VP, Group Creative Director: Ryan Scott
Managing Partner: Carla Mote
Designer: Dave Wiest
Copywriter: Megan Auld-Wright
VP, Digital Strategy: Uri Weingarten
Interactive Creative Director: Derek Little
Tech lead: Aaron Grando
Digital Strategist: Josh Sirulnik
VP, Director of Client Services: Susan Baraczek
Account Manager: Gillian Darr

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Dabitch's picture

California realtors are really pushing the "we are REALTORS not real estate agents" thing. So much so that they even have a very subtle paid placement on the show Modern Family, where Phil Dunphy insists that he's a "REALTOR" and not a real estate agent. It even become a twist in the plot, as a realtor Phil Dunphy has 'insider knowledge gleaned from his profession: that there’s been illegal construction on the woman’s property, and her grandson is attending an out-of-district school.'

While that seems subtle, it did teach the audience something about realtors which they may not have known. What I learn from the reviews of this app, is that realtors aren't stupid, since they question the security of this app. I agree with the complaints, that's outrageous from a privacy perspective.

The Realtors are touting their services over licensed agents who are not members of their association, and trying to counter a trend where more consumers are doing their own real estate research to avoid paying fees, said Elizabeth Mendenhall, incoming president of the association.

kidsleepy's picture

Modern Family is the town whore of ad placements. They'll work any brand in to their show's storyline.

Dabitch's picture

Yeah the apple episode was awkward.