THE CHALLENGE
Reverse dropping intention to use a REALTOR® amongst first-time home buyers by addressing preconceived notions of real estate professionals.
Real estate agents have always had a bad rep. Historically, Canadians have questioned the integrity and expertise of industry professionals. Unfortunately, a hot housing market was worsening negative perceptions as Canadians held real estate agents responsible for the high cost of housing. The result: a significant drop in stated intention to use real estate agents, with the challenge being most pronounced amongst first-time home buyers. Our task: turnaround stated intention to use a REALTOR® amongst first-time home buyers by addressing industry stereotypes related to integrity, trust, and competency.
ONE-LINE KEY INSIGHT
To Know A REALTOR® Is To Love a REALTOR®
Unfamiliarity is a hotbed for preconceptions. Canadians may think poorly of real estate agents as an industry but they love their real estate agent. Our quantitative research revealed that perception scores related to integrity, trust, and competency increased drastically (average of +32%) when Canadians think of real estate agents through the lens of a personal experience. To overcome negative preconceptions held by first-time home buyers, we set out to reveal that to know a REALTOR® is to love a REALTOR®.

THE ONE-LINE IDEA
Together, We’ll Make Home Happen
To reverse dropping intention, we would shift the frame of reference from the industry to the individual by celebrating the strong relationship between a REALTOR® and their clients. In this inaugural year of the brand platform, we revealed a REALTOR®’s empathy and value by celebrating their ability to find a home that aligns with their client's unique needs, quirks, and personalities.

THE PLAN
Full funnel 360 campaign.
The campaign launched strong with paid media hitting the market on April 4, 2023, and other touchpoints rolling out throughout the following weeks. The campaign included:

Full Media Funnel Advertising across TV, digital video, social (FB, IG, Pinterest), display, OOH, and high-impact digital placements featuring a larger-than-life family working in close partnership with a REALTOR® to find a home that aligns with their unique needs.

Branded Content showcasing the value a REALTOR® brings to the home-buying journey. VICE featured the stories of four Canadians across Toronto & Halifax, all of who have recently bought or sold a home with the help of their REALTOR®. Our goal was to showcase the close relationship between a REALTOR® and their client when buying a home.

Influencer Content featuring six social media influencers from coast to coast, who shared their experiences working with a REALTOR® to find a home that fit with their unique personalities, quirks, and needs.

Custom Microsite to further tell the story of REALTORS®, we designed and built a microsite that acted as the landing page for all campaign click-throughs. The purpose of the microsite was to inspire visitors by sharing stories from Canadians across the country who have worked with a REALTOR® to find their dream home.

WHAT HAPPENED
86% expressed favourability and likelihood to work with a REALTOR® after seeing the ad, and 58% claimed the ad motivated them to consider working with a REALTOR®.
The campaign has only recently gone live so we don’t have final results. However, early signs (creative testing) reveal that we’ve uncovered an effective strategy and creative approach to reversing dropping stated intention by challenging preconceived notions about real estate agents.