How CREA is Reaching Potential Home Buyers on Behalf of REALTORS®

What does it take to make Canadians stop scrolling, look up, and think about working with a REALTOR®? A campaign that meets them wherever they are.

Whether on their phones, in their living rooms, even on their packing tape, CREA’s consumer ad campaign does just that. Blending data-driven strategy with creative flair, this campaign ensures one message shines through: Together, we’ll make home happen.

A Campaign with purpose

At the heart of CREA’s mandate are clear goals: to increase Canadians’ understanding of a REALTOR®’s value, strengthen intent to work with a REALTOR®, and boost their perception of the profession. CREA’s advertising campaign directed towards Canadian consumers, and potential home buyers, is one of our most powerful tools to achieve this. It’s an opportunity to combine compelling storytelling with a smart, multi-channel media mix designed to reach home buyers where they live, work, and play.

The message, “Together, we’ll make home happen,” addresses home buyers’ biggest hesitations. Backed by market research, we know that affordability, uncertainty, and complexity are points to address. The campaign reassures Canadians that REALTORS® have the knowledge, expertise and experience to guide them home.

Strategic, data-driven media 

Today’s home buyers don’t spend time on just one media platform. Their attention is spread across digital, television, social, streaming, and out-of-home channels. Our strategy ensures CREA’s message stands out wherever they are.

• Digital: Highly targeted ads on YouTube and Google deliver unmatched precision and performance. YouTube continues to be the strongest source of ad recall, making it a cornerstone of the campaign.
• Television: It remains a powerful channel, despite the changing media landscape. Carefully chosen networks (including CTV, Global, City TV, and HGTV) and programming align with our audience’s interests and drive strong brand recognition and trust.
• Social media: With Instagram and Facebook dominating attention, in-feed ads and Reels keep REALTORS® top-of-mind. Collaborations with Canadian influencers further amplify our message with authentic, relatable stories.
• Streaming: Custom placements appearing across smart devices and streaming platforms, including Samsung, LG, Roku and Netflix, ensure the REALTOR® message appears while viewers are watching their favourite content.
• Out-of-home: Billboards and digital screens across Toronto and Vancouver maximize visibility in Canada’s busiest markets, achieving impressive ad recall and positive reputation shifts. Up to 90% of viewers feel a more positive impression towards REALTORS® after seeing these ads.

Innovation that breaks through

Beyond traditional placements, this year’s campaign introduced two standout innovations:

Roku City partnership

CREA became the first Canadian real estate organization to feature a placement on Roku’s iconic screensaver skyline. For the month of September, the REALTOR® brand was highlighted by showcasing the relationship between a REALTOR® and their client as they find the right home for them. With 14.5 million Canadians owning a Roku device, and home buyers 70% more likely than other demographics (with a Roku device) to stream weekly, this partnership offered unmatched visibility and brand integration.

Tape tips 

We learned 49% of Canadians want to buy a home, but only 11% feel prepared. So, CREA invited REALTORS® to share their best advice. From more than 1,000 submissions, a list of 100 top tips were curated, with a selection printed on custom packing tape and shared on tapetips.ca, through digital ads, and in influencer campaigns. 

The result? A fun, tangible, interactive reminder that working with a REALTOR® means having the right tools to help make home happen.

Impact you can see

This campaign isn’t just creative, it’s effective.

Each channel plays a unique role in building awareness, trust, and intent to work with a REALTOR®. Collectively, the mix ensures REALTORS® are seen as indispensable partners in the home buying journey.

By combining strategic targeting, innovative tactics, and authentic storytelling, CREA’s national ad campaign continues to raise the REALTOR® brand, boost positive perceptions, and drive engagement from coast to coast.

When Canadians see REALTORS® everywhere they turn, they’re reminded that together with their REALTOR®, they’ll make home happen.