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New national advertising campaign
Mar 02, 2007

The WinnipegREALTORS® Association has joined a new national advertising campaign that speaks directly to consumers about the value of using a REALTOR®. 

The acclaimed advertising firm zig, known for its work for IKEA, Molson Canadian and Virgin Mobile, was chosen by the Canadian Real Estate Association and the Ontario Real Estate Association to create the ad campaign that includes a website as well as television, radio, print and banner ads. 

The website howrealtorshelp.ca provides relevant easy-to-find content that puts customers first. It demonstrates how REALTORS® work for their clients. 

The overall campaign communicates the specific attributes and skills of REALTORS®, including professionalism, knowledge and expertise. 

“We found the more knowledge real estate consumers have, the more they understand and respect the value of REALTORS®,” said Bob McLean, director of communications for OREA.

One of the print ad signs for the campaign uses the message For Sold, instead of the more commonly-used For Sale or Sold. 

Your initial reaction may be what does this mean?  

After thinking about it, you realize  how results-oriented and effective REALTORS® have become in the last few years when marketing homes on the Multiple Listing Service® and uploading them to mls.ca  — the national website that had over nine-million visits in January 2007 alone. 

Last year in Winnipeg, the average single-family dwellings only spent 20 days on MLS®. In many instances, homes actually sold at a significantly faster pace. 

In 2006, nearly 40 per cent sold for above the list price — 9,300 homes were sold through MLS® in Winnipeg and the surrounding rural municipalities. 

The two television and four radio spots use a humorous approach to engage consumers and get them to check out howrealtorshelp.ca. For example, visitors to the website are asked: 

• Would you want your personal trainer or mother-in-law helping you buy your home? 

• How about a psychiatrist or guy with a megaphone trying to pitch your property?  

• A wedding singer or movie trailer announcer enlisted to find you the home of your dreams?

The bottom line is you should not think twice about using anyone other than a REALTOR® when making one of the most important investment decisions in your life or when selling the home in which you have invested so much time and money. You need the services of a full-time and knowledgeable professional — call your REALTOR® and get them working for you.

Here are what some respondents have said about this national ad campaign launched earlier in Ontario:

• “Your REALTOR® is your confidant, working for you to get the home that meets your needs.” 

• “REALTORS® have a wealth of knowledge and are able to give informed opinions.”

• “REALTORS® are well versed in all the intricacies and legalities of buying and selling your home.”

• “You can trust REALTORS®.”

Nationally and locally, more consumers than ever are using the service of  REALTORS® to successfully complete a real estate transaction.