Case Studies:
Real Estate Board of Greater Vancouver
& Fraser Valley Real Estate Board.

Marketing Strategy Guide for Realtors

Skunkworks partnered with the Real Estate Board of Greater Vancouver and the Fraser Valley Real Estate Board to conduct original research on public attitudes and behaviors about selecting and working with a Realtor. The multi-faceted research included opinion polling, focus groups with buyers, sellers and Realtors, and a review of marketing collateral used by Realtors across a variety of media including print advertising, direct mail, Realtor websites and outdoor (transit) advertising. On the basis of this research, Skunkworks developed "Opening Doors" - a marketing best practices guide to assist Realtors in developing their individual brands and tailoring their marketing materials to better align with consumers' needs.

Marketing Materials Review

• Skunkworks carried out a review of a broad sample of Realtor marketing materials in use in British Columbia's Lower Mainland across a variety of media formats to explore current Realtor marketing practices and assess them against consumer expectations and preferences.

Opinion Polling

• Skunkworks coordinated consumer opinion polling conducted through Ipsos-Reid to gain valuable strategic insights about consumer attitudes towards and perceptions of Realtors, and about how consumers select a Realtor.

Focus Groups

• Skunkworks conducted focus groups with buyers and sellers who had recently been active in the market, and with Realtors themselves, to further probe consumer attitudes towards Realtors and Realtor marketing and to identify where consumer and Realtor perceptions diverged. Our focus group participants also assessed samples from the materials review to provide their perspective on how well Realtors' actual marketing pieces were meeting their needs.

Best Practices Guide

• Skunkworks developed the "Opening Doors" guide, which both reported the results of the individual research phases and translated this information into practical strategies and tactics for Realtors to employ when creating their own marketing materials.

To request a copy of the Opening Doors Guide, click here.