When it comes to selling prospective homebuyers on the value of professional advice, for the Canadian Real Estate Association (CREA), specificity is key.

In what’s becoming an annual tradition of the busy spring home-buying season, the CREA has expanded on its “Together, we’ll make home happen” platform for Realtor.ca with the launch of a new campaign. In a throwback to 2023’s “Larger Than Life” spot that followed a very-tall family’s journey toward its forever home, “The Sailors” once again looks at the hyperspecific needs of homebuyers, this time as a seafaring couple partners with a real estate agent to seek out their perfect life aquatic.

And with the CREA this week reporting a 9.8% month-over-month decline in national home sales from January to February, No Fixed Address chief strategy officer Zach Klein tells strategy that having the back up of a real estate agent through a turbulent housing market is as important as ever.

“We believe that this work is something that all Canadian homebuyers can relate to,” Klein says of “The Sailors.” “Having someone in your corner who can help you navigate the ever changing housing landscape, avoid risks and advocate on your behalf is important whether you are a first-time home buyer or have done this a few times before.”

Klein says that focusing on the personal aspect of the homebuying journey for the past three years led to positive results, including substantial growth across key marketing metrics. NFA co-CCO Alexis Bronstorph told strategy upon the launch of “Together, we’ll make home happen” two years ago that the CREA was seeking to bridge a gap in trust between real estate agents and homebuyers, an ambition Klein says is “as true today as it was back in 2023.”

“The beautiful thing about ‘Together, we’ll make home happen’ is that it has so much range,” Klein says. “It is a brand platform that can live on for many years and take on different shapes and forms depending on the story that needs to be told. What always remains true is that getting your dream home takes a partnership, and ‘Together, we’ll make home happen’ celebrates that.”

The campaign, which launched earlier this month, is running across linear and connected TV, OOH, digital, and social and also includes a series of four six-second shorts.