Stacey E. Gray, Communications Supervisor for the Calgary Real Estate Board, explained in a phone inteview what is being done to promote their members. “A Task Force was established in 2004 by the Calgary Real Estate Board of Directors to research ways to enhance and promote the value of using a REALTOR® and the services they can provide.

Two over-riding ambitions or goals governed the actions of the Task Force. The first ambition was to highlight and promote to the public the fact that REALTORS® are licensed professionals who have the education and training to assist in all aspects of real estate transactions. The second ambition was to respond to the challenges facing the organized real estate industry today with the increasing reach and influence of the Internet.”

Gray continues, “We are now in year five, and the Task Force has been turned into a permanent committee with a permanent budget, with its mandate being to help design and craft a yearly advertising campaign that promotes the value of using a REALTOR® to the public, and to help raise the profile of CREB’s member-REALTORS® and their professional services to the public. The mediums we have been using and finding success with include television, radio, print, transit and billboards.”

Promoting Through Volunteerism

The Edmonton Real Estate Board takes two directions in promoting their members. They provide advertising on eight radio stations, local TV and selected magazines. A national ad campaign provides additional TV coverage. They also promote Realtors through volunteering. Jon Hall, Manager of Marketing and Communications for EREB, explained in a phone interview, “In a community where less than 40% of people volunteer, we find that over 70% of our members volunteer as sports coaches, board members and community leaders. So giving back to the community and supporting volunteers are important to our members.”

Hall recounts the feedback EREB has received on their campaign, “Many of our ads featured chats between our president and the radio announcer. We received many positive comments about the yearlong series from business contacts and the public. We did not do a formal evaluation last year (we do them every three years) so the response is anecdotal. There is nothing negative (which is always the first thing you hear) and because it is an image campaign we cannot measure results from sales or other direct indicators. Our marketing committee and Board of Directors are very pleased and we get good feedback from our members. Certainly if they thought it was a waste of time, they would not be shy to tell us.”

Using a Slogan for Realtor Promotion

Lynda Kitchen, the Executive Officer with the Niagara Association of REALTORS, shares her Board’s promotion in a phone interview, “We worked very closely with our local newspapers to develop a slogan. We had 30,000 pamphlets printed up which were distributed to our members for their use. We are in the midst of arranging for an additional 50,000 to be printed also. Our members use them at open houses, whenever they get a new client, etc. We also paid for radio ads that were aired for a period of three months. The radio ads were in conjunction with the radio ads that CREA developed and we just had our slogan stated at the end of the ad. We also conducted a three-month ad campaign with the local newspapers.”

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