November 11th - 2006

OREA campaign promotes how REALTORS® help

Consumers think more highly of real estate practitioners when they know more about the real estate process and the extent of the education REALTORS® and brokers require.

Consumers think more highly of real estate practitioners when they know more about the real estate process and the extent of the education REALTORS® and brokers require. To get those messages out, a joint OREA and CREA venture will launch a consumer campaign in November promoting REALTORS® to the public.

The launch will include a brand new Web site (howrealtorshelp.ca) that will guide consumers through the buying and selling process and reinforce how important a REALTOR®’s role is. Television ads promoting the value of REALTORS® and promoting the Web site are also part of the campaign.

Research for the project revealed that consumers are often overwhelmed by all the things they don’t know or understand in the process of buying or selling a home. They want to know more about the real estate process, what are the steps involved, what they can expect, and what “unexpected” situations might arise.

“The ‘how REALTORS® help’ site will give them that knowledge,” said OREA President Tim Lee. “If we’re going to make sure nobody thinks twice about hiring a REALTOR® for every real estate transaction, we have to be sure that they have confidence in what we do, and in what value we bring to the process,” he said.

The Web site provides a valuable resource and source of information for both first- timers and those who’ve been through it before.

The television campaign consists of two ads that take a decidedly humorous approach and drive consumers to the Web site. One TV ad starts with the question “Why use a REALTOR® to buy your home when you could hire your mother-in-law.” The spot goes on to show a couple being shown a house by their mother-in-law that clearly meets her needs more than it meets theirs.

The ads end with the URL – ‘howrealtorshelp.ca’ and the line “Everything you need to know about buying your home’.

Consumer reaction to the ads has been overwhelmingly positive. Consumers found the ads to be extremely appealing while clearly communicating many attributes and skills of REALTORS® – professionalism, knowledge, expertise and working on their client’s behalf. REALTORS® have reacted positively to the education consumers will receive on the skills and services they provide.

OREA/CREA enlisted the help of zig, an award-winning Toronto advertising agency, to develop the campaign. “We learned that we really needed to shift public perceptions about the value REALTORS® bring to their clients and provide tangible proof of their trustworthiness,” said Ettore Cardarelli, chair of OREA’s communication committee.

“The TV and Web site work together to remind people how important a REALTOR®’s role is” he said.

The campaign launches November 6th in prime time television. Members will be given a sneak peek at the campaign a few days prior to the launch. The details will be forwarded in an e-mail and posted on the OREA Web site.

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For more information contact

Ontario Real Estate Association

Jean-Adrien Delicano

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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