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Canadian Real Estate Association breaks television campaign

The Canadian Real Estate Association has begun a new television advertising campaign intended to illustrate to consumers the risks of not using a realtor in their real estate transactions. The campaign, developed by Union of Toronto, consists of 60- and 30-second television commercials, as well as cinema and online video pre-roll advertising. The commercial, called "Raid," depicts a police unit swarming a suburban house looking for drug dealers, waking the family that recently bought it without the assistance of a realtor. The intent of the ad is to communicate that realtors have specialized data, knowledge and experience that helps home buyers and sellers make informed decisions.

"Over time, we've come to realize the most effective way to show Canadians the value of a realtor is to show them what can happen when they buy without a realtor," said Lance Martin, executive creative director at Union. "We wanted to make a spot that was exciting and entertaining, but also grounded in truth. The fact is there are a lot of unknowns when buying or selling a house, and the commercial illustrates just one of the problems you could run into not using a realtor."

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