REALTOR® Trademark, Importance of REALTOR.ca Profiles, Listing Pins and Unrealistic Listing Prices: Ask Me Anything with Members of CREA’s Board of Directors

As a REALTOR®, you wear many hats. You’re a trusted advisor and confidant, a marketing expert, pricing guru, but most importantly, you’re a calming figure as your clients embark on the journey to homeownership. Good or bad, your role involves tempering expectations, staying positive and being honest with your clients.

Like you, CREA’s Board of Directors believes in transparency and accountability and for these reasons, we’re happy to share our Ask Me Anything video series.

In Episode 7, CREA’s Chair Cliff Stevenson, Chair-Elect Jill Oudil and Vice Chair Larry Cerqua speak openly and honestly about some of the most popular questions we receive from you, our members.

Did you know Kleenax and Thermos were once just brand names? Now they’re used interchangeably with their products (tissues and insulated flask, respectively).  It’s important to protect the REALTOR® brand so it doesn’t become generic and lose value. If you’re looking for ways to increase exposure, have you updated your REALTOR.ca profile? You’ll be amazed at how many people view these pages annually.  

As Canada’s No. 1 real estate platform (Comscore), REALTOR.ca offers a great experience for all, especially for members. We’re able to do this because we know the importance of listening and learning from feedback.

Lastly, with a hot real estate market, there have been issues and questions posed around unrealistic listing prices. No matter the question, we have an answer. 

Why is it so important to use the REALTOR® trademark properly? Also, where can I find resources on CREA’s trademark policy?

“REALTOR® is much more than just a sales professional. It’s synonymous with professionalism, identifies you as a member of CREA, it states and represents the fact that you adhere to a strict Code of Ethics. This is really important for the public to know and understand and that requires us to protect these trademarks fiercely.” – Cliff Stevenson

I’ve seen a lot of people talk about the importance of updating your REALTOR.ca profile page? Do these pages make a difference?

“It’s so important to make sure you update it. You can add testimonials, social media, designations, languages and also I’m sure you can add an updated photo, something from the last decade would be really fantastic.” – Jill Oudil

How can I control how my listings pin locations on REALTOR.ca?

“So many changes on REALTOR.ca have been made over the years because of member feedback. It’s  important for us to hear from you on how things can be better presented and how to make your life easier and how to make the consumers life easier … you can now customize your listing pin location in the listings detail page of member.REALTOR.ca.” – Cliff Stevenson

What is CREA doing to deter members from using unrealistic listing prices in home selling?

“At the end of the day, our professional image is actually being challenged here. We continually say we want to raise the bar. We want people to really respect the fact that we know where we’re doing … because one our duties is fiduciary duties and one of them is competence.” – Larry Cerqua

Have a burning question you want the members of CREA’s Board of Directors to answer? Email crea-comms@crea.ca.

As Communications Manager, Michael Shaw manages a dynamic team of talented communicators and social media experts. Whether its content produced by CREA or REALTOR.ca, Michael has seen it and approved it. When he’s not working or taking care of his daughter, Michael is travelling the globe, watching live music or relaxing on the dock.


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