The Don’t Tax My Dream campaign successfully stopped the spread of the municipal land transfer tax. This was a significant result of our advocacy work which benefits you and your clients. Stopping the spread of the tax to other municipalities will save Ontario home buyers an estimated $1 billion and nearly 2,000 transactions annually.
Our 6-week campaign consisted of several tactics designed to mobilize both the public and REALTORS® against the tax, including:
- Driving them to the donttaxmydream.ca website
- Getting them to take action by emailing their MPP or posting about the issue on social media.
The campaign launched with front-page coverage on the Toronto Sun. Over the course of the campaign, our story generated more than 50 million impressions and 300 news clips.
An accompanying radio advertising campaign helped to raise awareness about the province’s plan and drive people to take action. The one-week ad was complemented by digital/online advertising targeting key demographics such as home buyers and home owners most likely to take action on the issue.
The social media portion of the campaign was also highly effective, generating more than 161,000 impressions and 26,00 engagements on Facebook (clicks, comments, shares, and likes). On Twitter, there were 117,000 impressions as well as 1,700 engagements, which included retweets, clicks, and favourites.
In combination, these tactics drove more than 106,000 visits to our website and helped generate more than 34,000 letters from Ontarians to the Minister of Municipal Affairs and Housing in opposition to the tax.
This was a huge win for Ontario home owners and those who dream of one day owning a home. It’s also a testament to the power of organize real estate when we speak with one voice.