In 2025, the CALIFORNIA ASSOCIATION OF REALTORS® launches The Year of Influence, where we blend persuasive storytelling (with our Dear California Dream campaign) and external influences (real people telling our story with their personal touch) to amplify REALTORS® role in navigating the California real estate market. With this approach we believe C.A.R. will rise above the noise, and breakthrough in a way that makes our audience want to listen.  This initiative empowers buyers and sellers by showcasing the expertise of California REALTORS® and showing that REALTORS® truly understand what Californians are facing when it comes to buying and selling in the Golden State.

Building on the successes of previous years, we’ll use updated “Dear California Dream” videos, as well as new campaign creative, in high-profile places. We’ll partner with key media outlets to deliver a mix of traditional and innovative content that amplifies C.A.R.'s reach and reinforces California REALTORS® as the ultimate trusted advisors. Our campaign will include a mix of broadcast and streaming video, digital, influencers, social, and audio (both podcasts and local radio!) to extend our reach.

Highlights of this year's marketing campaign include:

• Video Campaign -  Today, uncertainty is everywhere—but our Dear California Dream videos show why buyers and sellers can’t rely on previous trends, a friend's advice, or an app. We’ll double down on our commitment to honesty and transparency, showing they need a California REALTOR® who is a trusted expert who understands real-time conditions and can navigate the complexities of today’s California housing market.
  
• Broadcast and Streaming Media Buy - We’ll partner with ABC and Hulu on morning shows, live news, local sports, and prime time in core markets and statewide. Our spots will air in big and bold places, both on traditional TV & digital streaming, on shows such as Grey’s Anatomy and The Bear, and during major sporting events such as NBA Playoffs and NFL Draft.
  • Through our marquee partnership with ABC, we’re also bringing back three impactful vignettes that spark hope by portraying home buying and REALTORS® in real, relatable, and attainable contexts.
• Audio - Through Audacy, we’ll engage with listeners on the go with radio and podcast placements. We’ve partnered with a number of influential podcasts like Office Ladies, Fly on the Wall, Ear Biscuits, The Moth, and iconic radio stations, including K-Earth 101, Alice 97.3, and Sunny 89.1, among others!  Our strategy includes hosts sharing their experiences alongside campaign messaging. Through our partnerships, we’ll highlight the benefits of working with a California REALTOR® in a compelling, localized way.
• Influencer Partnerships - We’ll have a bespoke team of California-based influencer partners, sharing personal homeownership stories, offering tips, and showcasing REALTOR®-driven success stories. Their authentic voices and unique perspectives will amplify the value of working with a California REALTOR® throughout the campaign.
• Paid Social - To amplify the Year of Influence campaign messaging, we’ll use paid social on Meta (FB/IG), Pinterest, and YouTube. We’ll feature our influencer content, new Real Answers, fast-paced, fact-packed videos, and refreshed Dear Cali videos to extend the reach of our campaign messaging.

CARfluence, The Year of Influence is more than a marketing campaign—it’s a movement to rebuild trust in the California real estate market. We’ll inspire homebuyers and sellers to take action. Through storytelling, influencer engagement, and data-driven insights, C.A.R. ensures that when Californians think of real estate, they think of a California REALTOR®.