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How we helped REALTORS® Learn About The Benefits of REALTOR.ca

By Danny Starr on May 17, 2016 9:20:43 AM

REALTOR.ca is a real estate website owned and operated by The Canadian Real Estate Association.  Its purpose is to connect real estate buyers and sellers by providing listings and information. 

THE CHALLENGE

Create a fun and unique way to help CREA's over 110,000 members to understand the benefits that REALTOR.ca provides them.


THE SOLUTION

We developed the concept of a 6 week online contest called 2 Minutes To Win It!  Every week for 6 weeks, we launched a new challenge requiring that REALTORS® visit REALTOR.ca and complete.  Once they completed the challenge, such as finding a listing and emailing to themselves, they were presented with an entry form for a weekly prize draw.  Every successful entry was also an entry into a grand prize draw for a $5,000 business makeover. 

This contest was promoted through a contest microsite, email, online video, social media and paid advertising.

Every week, we released a new video and a challenge.  Here's one of the challenge videos:

 

 

THE RESULTS


Although this was CREA’s first campaign in recent years targeted towards its members, nearly 10 percent of members participated, which is an above-average conversion rate.  In addition to receiving a measured increase in positive feedback from members through an online survey, many REALTORS® said they learned about the business benefits of REALTOR.ca that they were unfamiliar with. 


WHAT CAN YOU LEARN FROM THE SUCCESS OF THIS CAMPAIGN?

If you want to engage an audience and influence behaviors, you need to reduce friction and motivate.  In the case of 2 Minutes To Win It!, we created challenges that were short and fairly easy to complete.  We gave the creative elements a fun, informative style that seemed to resonate with members. 

We also positioned REALTOR.ca in a way that framed its benefits in terms of CREA's members and their business.  Finally, we offered prizes that would appeal to REALTORS® and made the grand prize fairly significant in terms of the total amount of the prize. 

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Topics: Case Studies

Danny Starr

Danny Starr

Danny Starr the Director of Marketing Strategy at Cyan. He has been working in marketing since 2001. He spends his free time with his wife Kirsten, their two sons, and their dog Murray.