Ten Numbers That Tell the REALTOR.ca Story

As a REALTOR®, you deal with a lot of numbers: home prices, negotiations, social media analytics, leads … the list goes on.

Well, have we got some numbers for you!

Owned and operated by the Canadian Real Estate Association (CREA) on behalf of our REALTOR® members, REALTOR.ca is the most popular and trusted source of real estate information in the country. Let’s look at some of the numbers behind this uniquely Canadian success story.

Its mission is simple: deliver business value to members, relentlessly promote the real estate community, the profession, and the expertise of REALTORS® by enabling the consumer on their real estate journey through transparent, accurate and reliable information while being connected with our members and their listings.

That was a mouth full, and it reads like a mission statement. But there’s a story behind the statement. Let’s do a deep dive into ten numbers that tell a story that you can be proud of.

1

REALTOR.ca is one component of a cross-country collaborative and unifying system that Canadians can trust. It’s supported by REALTORS® and backed by local boards and associations, MLS® Systems and Rules, the REALTOR® trademark, the REALTOR® Code and Standards of Business Practice, and the myriad of essential services that help REALTORS® meet consumer needs. This network REALTORS® have built over the years is extremely valuable and unique, and it helps them deliver a professional and trusted level of service.

40+

According to Comscore, REALTOR.ca is the market leader, with a 40%+ market share. In other words, 40%+ of all real estate consumers in Canada will include REALTOR.ca as part of their real estate search.  

In real numbers, this represented 291 million visitor sessions in 2019, and 2020 is heading towards a 35% increase year-over-year.

Why is this a big deal? Every interaction with a consumer is an opportunity to communicate the true meaning of a REALTOR®, values such as integrity, along with market expertise and service. Most importantly, every REALTOR.ca visitor session is an opportunity to convert into business leads for you.

8/10

Comscore also tells us, eight of the top 10 real estate websites in Canada are users of the REALTOR.ca DDF®.

The REALTOR® brand goes beyond these sites, as REALTOR.ca DDF® enables members to grow their reach through other major Canadian brands such as TD Bank, Scotiabank and the Globe & Mail—all powered by REALTOR.ca and connecting with consumers along their journey.

Leads generated through these marketing partnerships are sent directly to the listing agent via REALTOR.ca.  

100

100% of all leads from REALTOR.ca come to you as a member benefit.

  • All leads go to the listing agent.
  • No referral fees.
  • No other agents can buy their way onto your listing pages.

43

REALTOR.ca can get upwards of 1 million visits per day. Amazingly, 43% of the time, the consumer types ‘realtor.ca’ directly into their browser instead of using Google or another search engine as the starting point. Canadians have a strong affinity to the REALTOR® brand.

92

Repeat and referral business is important to us too! Did you know, 92% of consumers who have used REALTOR.ca in the past say they would use it again? That’s up from 77% in 2014 and 88% in 2017.

Meeting consumer expectations is critical to remaining relevant in a very busy and noisy space. The repeat business metric speaks to incredible brand awareness. It’s a strong indicator that the REALTORS® who participate on CREA’s Board of Directors and committees, partner boards/associations, and the REALTOR.ca team collectively move the needle in the right direction.

48

When the consumer gets more context around their search, they’re more likely to convert into a lead, in some cases, as much as 48% more likely.

Because context is king, REALTOR.ca has been layered with many new content sources. Research layers including neighbourhood profiles, lifestyle indicators (such as walking, cycling and transit), school catchment areas, sold price history (in New Brunswick, Nova Scotia, Newfoundland and Labrador and parts of British Columbia), virtual tours and live stream open houses and deeper financial and lifestyle costs help enhance the home buyer’s journey on REALTOR.ca.

2020

COVID-19 has impacted virtually every business in every industry. But any business that relies on human connections and relationship building, like real estate, has been particularly hard hit.

The speed at which the REALTOR® community was able to pivot and adapt their businesses was outstanding. In April, with the help of boards and associations, REALTOR.ca added the ability to schedule and promote live stream open houses. Since then, more than 24,800 live stream open houses have been conducted by more than 2,600 REALTORS® across Canada.

Another example of how REALTORS® and REALTOR.ca were able to work together to adapt can be seen in the spike of 3D tours/videos.

Before March 12, 15% of listings included a virtual tour (such as Matterport, iGuide or YouTube) but this quickly grew to 25% in a matter of weeks. That represents an additional 25,000 listings that consumers could experience without leaving their homes.

310

A member’s annual dues to CREA is $310.

For $310, CREA undertakes lobbying with the federal government, promotes the value of working with REALTORS® and  the REALTOR® brand, and provides members with the REALTOR.ca suite of tools, including the website, apps, all the leads, the Listing Stats app for members, and REALTOR.ca DDF® . In summary, REALTOR.ca delivers tremendous value with a relatively small budget.

32.3

REALTOR.ca is the public-facing real estate portal supported by 81 boards and associations operating MLS® Systems coast to coast that make up the REALTOR® community in Canada. This cohort of almost 135,000 REALTORS® behind the brand is one of Canada’s largest single-industry associations. The real estate sales generated by REALTORS® creates an average of $32.3 billion in spin-off spending (that is, ancillary spending by home buyers on items beyond the actual house and land) and produces 234,015direct and indirect jobs on average each year.

In conclusion…

REALTOR.ca is more than a website–it’s the nexus of the Canadian property buying and selling journey. Its prominence gives REALTORS® and consumers a source they can trust and rely on to conduct business in a professional manner.

Thank you for your support in making this story a reality. If you would like to learn more on how to take advantage of your member benefit, check out these useful resources:

7 Tips for REALTORS® to Grow Their Business During COVID-19 and Beyond

How are Your Listings Doing? Find Out with the REALTOR.ca Listing Stats App

Get More Leads from Your Website with REALTOR.ca DDF®

Listing Descriptions: Make a Good First Impression

Managing Your Online Reputation: REAL TIME Episode 5

10 Tips for Going Live

10 Questions Your Client Should Ask at the Next Live Stream Open House

Patrick Pichette, Vice-President, REALTOR.ca, is responsible for the development and growth of Canada’s leading real estate website, and other technology services that help REALTORS® in Canada and their businesses. As the head of the Product Management and IT Services departments, he is constantly evaluating the latest technology trends. Patrick is also the staff liaison on CREA’s Technology Committee. Prior to joining CREA, he held marketing and product management leadership positions with MD Physician Services (a subsidiary of the Canadian Medical Association) and the Canadian Tourism Commission. When not at work, Patrick can be found at a local rink or baseball diamond coaching his favourite sports.


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