Table of Contents 6 2012 OVATION Awards Winning Entries

udget allocated to YouTube promotion was hitting the appropriate audience and was more successful
than expected. As such, it was ultimately decided that Google Adwords would not be necessary for the
2011 campaign.
While the treatment and script writing went fairly smoothly between OREA and TFC, the logistics for the
video shoot were also somewhat of a challenge because TFC had never created stop motion videos
before. Additional talent had been brought in for animation and we discovered that both shoots
involving the private residence and the doll house store required much more time than was originally
planned, a situation resolved through skilled on‐site negotiation with venue owners during the course of
filming. While this resulted in additional costs in space rental and hourly costs for those individuals
involved in the shooting, cost savings in other areas and an excellent network of animation experts
enabled us to continue on time and complete the videos on schedule.
In October 2011 when TFC heard a Toronto Real Estate Board (one of the 42 board members of OREA)
radio advertising campaign explaining the Buyer Representation Agreement we immediately reached
out to remind them of our video. They then shared “What does a Realtor do for me?” with their
membership, who in turn let clients know it was available.
MEASUREMENT/EVALUATION OF OUTCOMES
Establish and reinforce the benefits and value Realtors deliver measured by:
• Maintain or grow percentage of people who have used a Realtor in the past and intend to use them
again (69%)
• In order to provide measurement of the Image Campaign to meet client deadlines of year’s end, a
short omnibus survey was conducted in November 2011 asking Ontarians their intent to use a Realtor in
the future. Of the people who used a Realtor in the past, 69% stated they would use one again in the
future, showing that intent to use had remained status quo.
• Grow percentage of people who have not used a Realtor before but say they will in the future from
28% to 50%.
• The same survey showed that 71% of people who had never used a Realtor before said they would do
so in the future, a 43% increase over the response in 2010 and greatly exceeding our goal of 50%.
Our use of video to establish and reinforce the benefits and value of Realtors was also confirmed as the
right decision when the pace for video views established on YouTube early on confirmed that people
were looking for real estate information through video.
Use video to enhance/inform Ontarians’ impressions of Realtors
• Generate 4,000 video views for each video between September to December 2011
• What does a Realtor do for me? 5,650 views (41% over goal), 23 likes, 5 dislikes, 4 comments such as:
• Good job emphasizing Buyer wants versus Buyer needs based on affordability and good buyer decision
making.
• Great video! Please keep them coming!
• How much house can I afford? 13,500 views (238% over goal), 23 likes, 5 dislikes, 6 comments such as:
• Love this! Simple, to the point and encouraging. Keep it up OREA.
We are able to tell from the cost of our advertising program that approximately 50 per cent of video
views were the result of paid promotion and the other 50 per cent from non‐paid means. This indicates
that our unpaid promotion of the videos including social media activity and sharing through various
OREA internal communications vehicles generated the balance of the traffic. Realtors shared both