March 12th - 2009

In Your Corner: Refreshed ad campaign focuses in on REALTOR® value

Changing market conditions and new market research have prompted changes to the National Ad Campaign.

Changing market conditions and new market research have prompted changes to the National Ad Campaign. OREA and CREA are launching a new set of TV, radio, and print ads pointing out to consumers that REALTORS® know what they, the public, don’t know about buying and selling a home.


The ads are aimed at those consumers who think it must be easy to buy or sell a home and might attempt to do so without a REALTOR®. They point out the knowledge and expertise of the REALTOR®. No REALTOR® means no one to rely on for advice, no one to ease the stress and no one to make sure you don’t make costly mistakes.


“These new commercials have a more direct message about the value a REALTOR® can bring to the transaction,” said OREA President Pauline Aunger.


In one of the TV commercials a woman is visibly distressed, screaming at herself and stamping on documents. The voice over says: “REALTORS® know all sorts of things you don’t; like how to fill in legal documents written partially in Latin. Don’t go it alone. Go to howreltorshelp.ca”


The commercials all end with some version of the tagline “REALTORS® know what you don’t. howrealtorshelp.ca.” The print and radio ads reinforce the TV ads, also directing people to the Web site.


An entirely rejigged howrealtorshelp.ca Web site features an onscreen board game with challenges. These tasks highlight for those consumers thinking of going it alone the risks of not using a REALTOR®.


The instructions tell the player that the goal of the game is to “Get the keys to your new dream home without losing your cool, or your shirt.” Along the road to their new home, the player will encounter challenges. Players are given the option to either go it alone or ask a REALTOR®.


The campaign launched at the beginning of March across Canada.

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For more information contact

Ontario Real Estate Association

Jean-Adrien Delicano

Senior Manager, Media Relations

JeanAdrienD@orea.com

416-445-9910 ext. 246

Ontario Real Estate Association
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The trademarks REALTOR®, REALTORS®, and the REALTOR® logo are controlled by The Canadian Real Estate Association (CREA) and identify real estate professionals who are members of CREA. The trademarks MLS®, Multiple Listing Service® and the associated logos are owned by The Canadian Real Estate Association (CREA) and identify the quality of services provided by real estate professionals who are members of CREA. Used under license.

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