REAL ESTATE AGENTS RENOVATE IMAGE
By Adnews Staff
The Canadian Real Estate Association, based in Ottawa, launched a national television ad campaign this week in an attempt to enhance the image of REALTORS, a name which identifies members of the association. "In 1997, Angus Reid surveyed our members and found that they were concerned that the image the public has of us doesn't match what we actually do," said CREA president Satnam Sidhu. "Buying and selling real estate is a complicated business. Realtors free up time in people's personal and professional lives, so they can concentrate on their family and their jobs." The campaign, created by Townsend & O'Leary Advertising Inc. of Irvine, CA., consists of four 30-second television spots which portray a day in the life of a busy buyer or seller of real estate and the ways in which a REALTOR can help take the load off. The campaign's tagline is "You've got a life, we let you live it. We're REALTORS. Real Estate Is Our Life." The ads will appear on "high-profile programs," particularly network and cable news and information programs, targeted at 25-54-year-old consumers with household incomes of $50,000 or more. The CREA is also supplying print and radio ads to individual real estate boards that want to supplement the TV campaign. The CREA represents almost 68,000 real estate practitioners across the country.