The Canadian Real Estate Association (CREA) is shifting tones with its brand, launching a new platform developed by AOR No Fixed Address.

Called “Together, We’ll Make Home Happen,” the new platform represents a partial pivot from the brand’s previous campaigns, which were “focused on more rational propositions to drive intention,” says Zach Klein, EVP and head of strategy at NFA.

“Although the ‘Welcome Home’ campaign had been one of the most successful campaigns in the organization’s history, we needed to strengthen an understanding of the value a realtor brings to the home buying process while continuing to build trust in the profession,” he elaborates. “Framing matters. We discovered perception changes when Canadians think of real estate professionals through the lens of a personal experience.”

The work is the first original messaging developed with NFA since it was brought on as the association’s AOR last summer. It’s anchored by a 60-second spot that showcases the homebuying journey for a very tall family, and the ways that their trusted realtor helps them in finding the perfect home.

“This family embodies many people’s struggles when searching for their home. They are looking for a very special house that can complement their requirements,” explains Alexis Bronstorph, co-CCO at NFA.

“This year we focused on a realtor’s ability to find a home that aligns with a client’s unique needs, quirks and personalities,” adds Klein. “Although seeing the real estate profession through a personal lens does impact the perception of expertise for the better, it also has an even bigger impact on trust and integrity, which have been a long-term challenge for the industry.”

While the housing market has cooled off slightly in Canada, it remains tumultuous. According to CREA data, in Feburary, the average home price in Canada was down 19% compared to the market peak experienced in the same month in 2022, but was up 8% compared to January. It was the first month-over-month increase since June 2022, amid Bank of Canada interest rate hikes that also sent mortgage rates up.

The campaign is running across linear and connected TV, OOH, digital and social (including influencer marketing), as well as through branded content available on the campaign’s landing page.