T
he National Association of Realtors has enlisted Uncommon Creative Studio, an East Coast advertising agency, to revamp its brand image amidst a tumultuous period. The Chicago-based trade group hired the agency following a series of public relations challenges, including allegations of sexual harassment, a $418 million settlement over commission practices, and revelations about lavish executive perks.

    NAR aims to regain consumer trust and strengthen relationships with its 1.5 million members through fresh creative direction. This partnership coincides with leadership changes within the organization, with Nykia Wright taking on the CEO role in August after a settlement was reached to resolve a lawsuit alleging collusion between NAR and brokerages to inflate commissions.

    The agreement followed a $418 million deal to settle commission lawsuits and overhaul policies regarding commissions. The move came after former president Kenny Parcell resigned due to sexual harassment accusations, which he denied. Kevin Sears is now serving as NAR's president. Notably, NAR's media spending has decreased this year, with $38 million spent on advertising in the first three quarters, down from $90 million in the same period last year.