REALTOR Value Campaign Ad Tool Box 4 - …...Even if you’re just thinking about buying or selling your home, talk to your REALTOR®. There are vitally important questions you need

REALTOR® Value Campaign Ad Tool Box 4.0October 2016

Table of Contents

Introduction ................................................................................................... 3

Campaign Overview .................................................................................... 4

Communications Platform .......................................................................... 5

Ad Toolbox Templates: ................................................................................. 6

Print Advertising .................................................................................. 7

Out-Of-Home Advertising ................................................................. 18

Online Advertising .............................................................................. 21

Social Media ....................................................................................... 28

Meeting Support Materials ............................................................... 33

Customizing the OREA Campaign Materials ........................................ 36

Guidelines ................................................................................................... 37

Contact Information ................................................................................... 38

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Introduction

The OREA REALTOR® Value campaign met with great success following its Fall 2013 launch. Based on that success OREA has launched a new, more integrated campaign, focused again on the vital role REALTORS® have as professional advisors who help clients make informed real estate decisions.

Another successful aspect of the previous campaign was the introduction of the Advertising Toolbox, which contained a broad array of ready-to-use ad materials. A number of Ontario boards and associations used the ads to promote their local REALTORS®, so OREA has expanded the current Toolbox to include not only traditional ad materials, but also social media, online display ads and online video.

All the materials in the Toolbox use the core OREA brand messaging: REALTORS® we do the homeworkTM. When Ontario boards and associations run these ads in local markets, the provincial message and the local message reinforce each other, that REALTORS® are experts that provide value.

We hope this expanded Toolbox provides the resources you need to keep the Ontario REALTOR® message in the public eye. However, if you don’t see exactly what you’re looking for in this Toolbox, please don’t hesitate to contact us.

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Many people seek professional advice when they’re faced with big life decisions, such as making a substantial investment or planning for retirement. The new campaign taps into this mindset, reminding viewers that seeking the advice of a professional is just as important when it comes to two other big life decisions—the buying or selling of one’s home.

As technology evolves, increasingly the value that a REALTOR® provides is being questioned and potential clients may consider managing the process themselves. OREA has created the REALTOR®’s Eye View video ads to address this head on. A client only sees a small portion of what a REALTOR®

does. The “homework” takes place when you can’t see it. The knowledge that a REALTOR® has on everything from local market conditions, the best questions to ask when buying or the most cost-effective way to boost your selling price can mean the difference between getting what you want and making a mistake.

What you see your REALTOR® doing is only the tip of the iceberg. Years of experience leads to a very practiced eye.

Campaign Overview

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TM

The communications program is based on a simple proposition:

This positioning line succinctly captures the two key attributes that REALTORS® provide to Ontario home sellers and buyers:

Professionalism : Real estate professionals must study and become registered with the Real Estate Council of Ontario (RECO) and must take continuing education courses throughout their career in order to maintain their registration. In short, it takes homework.

Knowledge : REALTORS® put tremendous effort into helping their clients make smart buying or selling decisions. A great deal of homework is required to ensure that a transaction is completed successfully and happily.

REALTORS is a trademark controlled by the Canadian Real Estate Association. Used under license. WE DO THE HOMEWORK is a trademark of the Ontario Real Estate Association.

The slogan has also been registered as a url. When consumers see the campaign,

they’ll be directed to a special microsite.

Communications Platform

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Meeting Support

Ad Toolbox Templates

Print

Out-Of-Home

Social Media

Online

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Print Advertising

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Print Advertising | campaign

A - 01 | Horizontal

613.342.3103

homesacrosscanada.com


WHEN’S THE BEST TIME TO CALL YOUR REALTOR®?ABOUT NOW.Even if you’re just thinking about buying or selling your home, talk to your REALTOR®. There are vitally important questions you need to ask about a real estate move, and a REALTOR® has the knowledge and experience to find the answers.

Contact your REALTOR®. They do the homework—so that you can get the best possible outcome.

WHEN’S THE BEST TIME TO CALL YOUR REALTOR®?ABOUT NOW.

Even if you’re just thinking about buying or selling your home, you should talk to your REALTOR®. Long before you visit an open house or put your home up for sale, you need answers to vitally important questions. For instance, what is your home worth? What have similar homes in your neighbourhood sold for? What price can you afford? What are the zoning bylaws? What legal issues are involved? There are countless questions to be asked, and your REALTOR® has the knowledge and experience to find the answers.

Contact your REALTOR®. They do the homework so that you can carefully plan each step of your move—and get the best possible outcome.

OREA SAMPLEFULL AD COPY

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*this is an example of how your board information will be displayed

THE PRINT ADVERTISEMENTS ON THESE PAGES MAY ONLY BE USED UNTIL FEBRUARY 28, 2017

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Print Advertising | campaign

613.342.3103



WHEN’S THE BEST TIME TO CALL YOUR REALTOR®?



ABOUT NOW. 613.342.3103


REALTORS is a trademark controlled by the Canadian Real Estate Association. Used under license.WE DO THE HOMEWORK is a trademark of the Ontario Real Estate Association.

ABOUT NOW.Even if you’re just thinking about buying or selling your home, talk to your REALTOR®. There are vitally important questions you need to ask about a real estate move, and a REALTOR® has the knowledge and experience to find the answers.

Contact your REALTOR®. They do the homework— so that you can get the best possible outcome.


613.342.3103



ABOUT NOW.Even if you’re just thinking about buying or selling your home, talk to your REALTOR®. There are vitally important questions you need to ask about a real estate move, and a REALTOR® has the knowledge and experience to find the answers.



A - 02 | Half Page Vertical

A - 03 | Text in image

A - 04 | Extreme Horizontal


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Print Advertising | campaign - option 2

B - 01 | Horizontal

613.342.3103



Even if you’re just thinking about buying or selling your home, talk to your REALTOR®. There are vitally important questions you need to ask about a real estate move, and a REALTOR ® has the knowledge and experience to find the answers.


THE SOONER YOU CALL, THE MORE YOUR REALTOR® CAN HELP.



Call your REALTOR®. They do the homework so that you can carefully plan each step of your move— and get the best possible outcome.

OREA SAMPLE

FPO

FULL AD COPY

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Print Advertising | campaign - option 2

613.342.3103






613.342.3103



Even if you’re just thinking about buying or selling your home, talk to your REALTOR®. There are vitally important questions you need to ask about a real estate move, and a REALTOR® has the knowledge and experience to find the answers.



B - 02 | Half Page Vertical

A - 03 | Text in image


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Print Advertising | homework

C - 01 | Horizontal

KING STON AN D AR EARE AL ES TA TE AS SO CI AT IO N

REALTORS® WEDO THE HOMEWORK.To become a real estate professional, Ontario REALTORS® study extensively, achieve a minimum of 75% on exams, and must register with the Real Estate Council of Ontario (RECO). They also take professional education courses throughout their careers to maintain their registration. It all adds up to a lot of homework. But REALTORS® also do the homework when they buy or sell your home—they unearth every fact you need to know to make an informed decision.

REALTORS® do the homework so that you can achieve the best possible outcome.


613.384.0880karea.ca

REALTORS® we do the homework.

To become a real estate professional, Ontario REALTORS® study extensively, achieve a minimum of 75% on exams, and must register with the Real Estate Council of Ontario (RECO). They also take professional education courses throughout their careers to maintain their registration. It all adds up to a lot of homework. But REALTORS® also do the homework when they buy or sell your home—they unearth every fact you need to know to make an informed decision.



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Print Advertising | homework


REALTORS® WE DO THE HOMEWORK.

To become a real estate professional, Ontario REALTORS® study extensively, achieve a minimum of 75% on exams, and must register with the Real Estate Council of Ontario (RECO). They also take professional education courses throughout their careers to maintain their registration. It all adds up to a lot of homework. But REALTORS® also do the homework when they buy or sell your home— they unearth every fact you need to know to make an informed decision.


613.384.0880karea.ca


C - 02 | Half Page Vertical C - 04 | Box C - 05 | Home Rectangle

OREA SAMPLE

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REALTORS® WE DO THE HOMEWORK.To become a real estate professional, Ontario REALTORS® study extensively, achieve a minimum of 75% on exams, and must register with the Real Estate Council of Ontario (RECO). They also take professional education courses throughout their careers to maintain their registration. It all adds up to a lot of homework. But REALTORS® also do the homework when they buy or sell your home—they unearth every fact you need to know to make an informed decision.


613.384.0880 karea.ca [email protected]


C - 03 | Extreme Horizontal


REALTORS® WE DO THE HOMEWORK.

To become a real estate professional, Ontario REALTORS® study extensively, achieve a minimum of 75% on exams, and must register with the Real Estate Council of Ontario (RECO). They also take professional education courses throughout their careers to maintain their registration. It all adds up to a lot of homework. REALTORS® do the homework so that you can achieve the best possible outcome.


613.384.0880karea.ca KING STON AN D AR EA

RE AL ES TA TE AS SO CI AT IO N

REALTORS® WE DO THE HOMEWORK.To become a real estate professional, Ontario REALTORS® study extensively, achieve a minimum of 75% on exams, and must register with the Real Estate Council of Ontario (RECO). They also take professional education courses throughout their careers to maintain their registration. It all adds up to a lot of homework. REALTORS® do the homework so that you can achieve the best possible outcome.


613.384.0880karea.ca


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Print Advertising | buying


THINKING ABOUT BUYING A HOME?When you’re buying a home you need pertinent facts about the house, the neighbourhood and the community. For example, is the asking price too high? Was the house ever a grow-op? Is there convenient public transit? Can you build a second story? Are you allowed to rent out the basement?

There are countless questions when it comes to buying a house, and your REALTOR® knows how to find the answers. They do the homework so that you can make an informed decision—and get the best possible outcome.


613.384.0880karea.ca

Thinking about buying a home?

When you’re buying a home you need pertinent facts about the house, the neighbourhood and the community. For example, is the asking price too high? Was the house ever a grow-op? Is there convenient public transit? Can you build a second story? Are you allowed to rent out the basement?



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D - 01 | Horizontal


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Print Advertising | buying



THINKING ABOUT BUYING A HOME?

When you’re buying a home you need pertinent facts about the house, the neighbourhood and the community. For example, is the asking price too high? Was the house ever a grow-op? Is there convenient public transit? Can you build a second story? Are you allowed to rent out the basement?


613.384.0880karea.ca


D - 02 | Half Page Vertical D - 05 | Buying Rectangle

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D - 03 | Extreme Horizontal





613.384.0880karea.ca

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Print Advertising | selling

OREA SAMPLE

E - 01 | Horizontal


THINKING ABOUT SELLING YOUR HOME?If you’re selling a home there’s a lot to be done and a lot to know. For example, you want to present your home in its best light so that you can realize its full value. But do you really have to renovate the kitchen—or will simply painting it do? What is your house really worth? Should you accept a low bid—or wait for a better offer?

There are countless questions when it comes to selling a house, and your REALTOR® can help you with the answers. They do the homework so that you can achieve the best possible outcome.


613.384.0880karea.ca

Thinking about selling your home?

If you’re selling a home there’s a lot to be done and a lot to know. For example, you want to present your home in its best light so that you can realize its full value. But do you really have to renovate the kitchen—or will simply painting it do? What is your house really worth? Should you accept a low bid—or wait for a better offer?



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Print Advertising | selling


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613.384.0880karea.ca


E - 02 | Half Page Vertical E - 04 | Box E - 05 | Selling Rectangle

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E - 03 | Extreme Horizontal


THINKING ABOUT SELLING YOUR HOME?If you’re selling a home there’s a lot to be done and a lot to know. For example, you want to present your home in its best light so that you can realize its full value. But do you really have to renovate the kitchen—or will simply painting it do? What is your house really worth?

Should you accept a low bid—or wait for a better offer?



613.384.0880karea.ca KING STON AN D AR EA

RE AL ES TA TE AS SO CI AT IO N




613.384.0880karea.ca

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Out-Of-Home Advertising

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Out-Of-Home Advertising | couple

F - 02 | Transit Shelter Campaign

F - 01 | Billboard Campaign

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Out-Of-Home Advertising | REALTOR®

G - 02 | Transit Shelter Campaign

G - 01 | Billboard Campaign


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Online Advertising

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Online Advertising | Learn more

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Online Advertising

Mobile (animated) : 234px x 60px

Big Box (animated) : 300px x 250px

Big Box (static) : 300px x 250px

Leaderboard (animated) : 728px x 90px

This is an example of how your board information will be displayed.

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Big Box (animated): 320px x 250px

Leaderboard (animated): 728px x 90px


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Online Advertising | Branded


Big Box (animated): 320px x 250px15OREA

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Online Advertising | Copy options

F - 01 | Buying

F - 03 | Basement for rent

F - 05 | Closing

F - 07 | Can we afford this?

F - 09 | Old windows

F - 02 | Insulated

F - 04 | Staging

F - 06 | Property line

F - 08 | Addition

F - 10 | Fixtures

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Online Advertising | Buyer Video15, 30, and 45 second video

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Online Advertising






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Online Advertising | Seller Video15, 30, and 45 second video

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Online Advertising | Video - Branded

Branded option - board information displayed during first 5 seconds of video

Branded option - board information displayed during first 5 seconds of video


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Social Media

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Social Media | Facebook Ads - Icons

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Social Media | Facebook Ads - VideoMORE OPTIONS TO FOLLOW

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Social Media | Twitter Ads - Icons

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Social Media | Twitter Ads - Video

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MORE OPTIONS TO FOLLOW

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Meeting Support Materials

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Meeting materials have been created and are available for those that have signed the license agreement. Real estate boards/associations may request the materials, and use them for internal presentations as needed. These materials have been designed with space in mind for placement of your board/association logo.

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Title HereOptional Subtitle Here

Slide Title Here

Title HereOptional Subtitle Here

KINGSTON AND AREAR E A L E S T A T E A S S O C I A T I O N

613.384.0880

karea.ca

Divider Page


Power Point Template

This is an exampleof how your board information will be displayed.

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Customizing OREA Campaign Materials

The OREA ad toolbox contains a large selection of print, broadcast, out-of-home,

digital and social media ad examples, all of which can have your board logo and

contact information incorporated.

New this year is that there will be no charge for having your board information

inserted into a maximum of 2 of the print or digital ad templates shown in

this toolbox.

We hope that this new ’no cost’ feature will encourage more boards to take

advantage and use the materials to get the REALTOR® value message out to

more people in your community.

For additional customization of advertising, including changes to copy or more

than 4 ads a fee will apply. For instance, a printed newspaper ad with typeset,

customized copy, re-sizing and insertion of your member board’s logo and contact

information into one of the ads shown in the toolbox, and provide you with a

print-ready PDF the cost will be $150-$300 plus HST.

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What to do next? Any member board can use the materials as shown in this document, provided certain requirements have been met.

If your member board is interested in using these ad materials and in the customization of these ad materials with the addition of your member board’s name, contact information and logo as described above, please contact:

Michelle West | Assistant Director, MarketingOntario Real Estate Association99 Duncan Mill Road | Don Mills, ON M3B 1Z2T: (416) 445-9910 Ext 236 | E: [email protected]

This trademarked identity is the platform for all elements of the ‘Value’ campaign, the goal of which is to position Ontario REALTORS® as educated and knowledgeable professionals.

Guidelines

TM

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For any additional information about the OREA REALTOR® Value Campaign please contact:

Fahed Malik | Director, Marketing and Communication

Ontario Real Estate Association

99 Duncan Mill Road | Don Mills, ON M3B 1Z2

T: (416) 445-9910 Ext 346 | 1-800-265-OREA (6732)

F: 416-385-6612 | E: [email protected]

Michelle West | Assistant Director, Marketing

Ontario Real Estate Association

99 Duncan Mill Road | Don Mills, ON M3B 1Z2

T: (416) 445-9910 Ext 236 | 1-800-265-OREA (6732)

F: 416-445-2113 | E: [email protected]

Contact Information

REALTOR Value Campaign Ad Tool Box 4 - …...Even if you’re just thinking about buying or selling your home, talk to your REALTOR®. There are vitally important questions you need

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