There are a lot of challenges to running organized real estate in Canada. I would not know where to begin to even think about them all, let alone solve them. I truly wish for those who are saddled with all the challenges the wisdom and energy to embrace them. One of those many challenges I perceive is the promotion of Realtors to the public as good stewards of their real estate decisions. My humble suggestion would be to look to Canada’s real estate companies for assistance. In my time, I have seen some exceptional advertising campaigns by real estate companies.

I remember the best advertising line that I have ever heard from a large Canadian real estate company was: “You can’t live in an RRSP”.

I once saw a fantastic display at a trade show with a live model posing as an archer with the marketing line of “Aim Higher”.

There was a company that created a children’s character in its brand and arranged a number of costumes for sales agents so the character could make appearances at several events across the country on any given weekend.

I recall a real estate company that ran a black and white ad showing a place setting for tea on a beautiful table. A tea cup had one small tea bag paper holder in colour with the company’s logo and the implication of elegance.

I was particularly moved when I heard about the exceptional gesture the president of a large real estate company made by visiting every office in the company’s network and attempting to speak to every single person in the organization. He personally travelled to every part of Canada, several times.

While I can’t list all the campaigns and efforts, I can say this – should anyone ever have doubt about the creativity and sincerity of action that comes from the minds of Canada’s leading real estate companies let me set you straight; these people are brilliant, they are sincere and they take action. Don’t let anyone ever tell you otherwise.

If I could wish one thing for a national campaign for Realtors, it would be that the creative brilliance and energy that these companies have shown over all the years be harnessed together for the whole industry. What a campaign it would be!

One thing strikes me when thinking back to the public relations and advertising campaigns that I remember is that none of them took a negative tone. As we all wrack our brains today, at least I do, thinking about a national campaign to promote Realtors, it is important to keep the message positive.

There was a time when business advertising in general emphasized trust. I even remember that there were real estate companies that actually used the word trust right in their names. I remember Royal Trust, Montreal Trust and even Canada Trust (yes I know the inference was to the banking companies) but these were real estate companies too and for them it implied trust.

Maybe that’s something to consider for a national campaign for Realtors –  trust. We all know that the world is so complex today that there is much fear of making the right decision, picking the right location, finding the right house, overstatements of value, mortgage fraud, false claims of future developments in the neighbourhood and so much more. Perhaps if the right copy could be created and the best graphics, posters and videos all rolled into one campaign to deliver the message that regardless of all the challenges in buying and selling your property the one thing you can count on is the “trust” of a Realtor.

If I was a smart person and I got to make decisions on what to do to create a national campaign to promote Realtors, I would call on the heads of the successful real estate companies and franchisors in the industry today. It is obvious who they are. I would ask them if they would give me a bit of time, guidance and suggestions to put a campaign like that together.  I bet they would.

Heino Molls is publisher of REM. Email [email protected].