California Association of Realtors Launches Unique Homeownership Campaign During Super Bowl

California Association of Realtors Takes a Bold Step in Homeownership Advocacy

In a groundbreaking move, the California Association of Realtors (C.A.R.) has made headlines by unveiling its first-ever advertisement in the Official Super Bowl Program. This initiative is part of their ongoing Homeownership Matters campaign, which underscores the importance of homeownership as a critical component of California's legislative agenda for housing in 2026.

The Super Bowl, known for its massive viewership and cultural significance, provides a unique platform for C.A.R. to connect directly with Californians. While traditional advertising typically relies on paid broadcasts, this ad represents a significant shift in strategy. The message aims to resonate with a diverse audience, spanning generations, political beliefs, and geographic locations, ensuring that the importance of homeownership reaches millions.

According to Tamara Suminski, the President of C.A.R. for 2026, this campaign is not just about real estate; it transcends the confines of industry discussions and speaks directly to the heart of California families. The advertisement reflects the ongoing struggles faced by many Californians who view homeownership as a distant dream amid rising housing costs and limited availability.

Suminski emphasized, "For decades, REALTORS® have advocated for homeownership from the Capitol to local communities. This ad represents a new way of meeting Californians at a pivotal moment — reminding them that homeownership is still a priority, especially for hardworking families feeling shut out of the market."

The advertisement not only promotes awareness but also encourages engagement. It invites readers to share their personal stories about homeownership, highlighting the impact it has had on their lives. A QR code linked to a questionnaire on the Homeownership Matters website further fosters interaction and community involvement, making this campaign as much about personal experiences as it is about policy advocacy.

This broader outreach aims to include renters, first-time homebuyers, and families who should be integral to the housing dialogue in California. Suminski pointed out that critical discussions about housing policy have often remained insular, limited to Capitol corridors. By utilizing the Super Bowl's platform, C.A.R. is taking steps to bridge this gap, raise urgency, and build a collective mission around homeownership, which is increasingly out of reach for many essential workers and middle-class families.

The Homeownership Matters campaign is expected to continue its momentum throughout 2026 through various channels, including digital outreach, policy advocacy, and ongoing public education. The overarching message is clear: homeownership is not merely a real estate transaction but a foundation for building memories, stability, and community engagement. It plays a crucial role in securing the future not only for today's families but for generations to come.

The Super Bowl advertisement, specifically located on page 161 of the digital program, appeals to viewers’ emotional ties to family and homeownership while sparking conversations within households about the importance of securing these opportunities for future generations.

The California Association of Realtors is committed to advocating for policies that protect and enhance homeownership for all Californians. With over 185,000 members, C.A.R. serves as one of the largest state trade organizations in the United States, specializing in advancing professionalism in real estate. Their headquarters is located in Sacramento, where they continue to lead discussions and drive policies that address housing challenges across the state.

For more information and to share your homeownership story, you can visit the Homeownership Matters website at www.homeownershipmattersca.com. This campaign is more than just advertising; it's a movement to redefine the narrative around homeownership in California, making it a shared priority for all.