Real Estate Association focuses on services amid MLS dispute

While the Canadian Real Estate Association (CREA) has long rolled out new marketing efforts each spring and fall, the latest effort is perhaps of heightened importance. It comes amid an ongoing dispute with the Competition Bureau, which labeled CREA too restrictive because users of the association’s Multiple Listing Service must employ an agent when buying or selling a house.

In response, late last month CREA members voted to relax their own rules, allowing users to pay an agent a flat fee to list on the MLS. Agents must also now give a seller’s phone number directly to an interested buyer, if asked.

The Bureau said the changes didn’t go far enough, and now both parties will present their case at a Competition Tribunal.

The new campaign, featuring the TV spot “Balance” by CREA agency partner Zig, highlights all the services a realtor offers consumers. “If there’s been any change from our most recent campaigns, it’s been that in the past our commercials have played a bit on the potential misfortunes that could arise if you don’t use a realtor,” said CREA spokesperson Ray Sapiano. “This campaign focuses more on the services realtors provide and the choice consumers have when working with a realtor.”

Sapiano was unable to comment on any legal matters relative to the Competition Bureau, but said recent developments won’t change how the association promotes its members.

“There’s nothing new in that sense. But as CREA has brought clarity to its rules–that have always provided for consumer choice and a wide range of industry-built business models–we’ve done the same with our current campaign in a fun kind of way.”

The campaign includes television, radio and online media, driving users to CREA’s consumer website howrealtorshelp.ca.