March 12th - 2009

PRESIDENT’S NOTE: Ad campaign boosts REALTOR® image

To survive as REALTORS® we have to show potential customers who have not used a REALTOR® our worth.

To survive as REALTORS® we have to show potential customers who have not used a REALTOR® our worth. This is easier if we know what consumers think of us.


Research done by our marketing department in November 2008, among other things, compares the changes in attitude from 2007 to 2008. In virtually every category there has been an improvement in consumer perception of REALTOR® value. More people agree that using a REALTOR® saves money (35 per cent up from 27 per cent) and that a REALTOR® protects their interests (60 per cent up from 53.) We’d like to think the joint OREA/CREA consumer ad campaign had a lot to do with these results.


Consumers with exposure to the ad campaign, or with experience having used a REALTOR® in the past, were more likely to agree that having a REALTOR® is a must (48 per cent up from 43). This suggests that advertising highlights the benefits and importance of using a REALTOR®.


We found out that consumers were most satisfied with REALTOR®-related service factors that include professionalism, knowledge, and reliability. Consumers want to see service improve in client commitment, providing information, and post-transaction service, all areas which, if addressed, can serve to enhance the perceived value of a REALTOR’s® services.


One area worth highlighting: young buyers. They are more likely to use a REALTOR® and appreciate the value. But we need to be more creative in reaching them. They were less likely to see the TV ads, but when exposed to them, they felt the ads did change their opinion of REALTORS®. On the other hand, they are more aware of the Web site www.howrealtorshelp.ca. Use technology to reach them: tweet on Twitter® or set up a blog to give business updates. Have a presence on Facebook and LinkedIN®. Reach out to them. They are open to you.


Pauline Aunger,
REALTOR®, Smiths Falls

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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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