Year in Review: The Success of Living Room

Home ownership involves so much more than real estate listings. From buying and selling, to renovations and interior design, there’s a wealth of knowledge surrounding the homeownership journey.

REALTOR.ca is Canada’s No. 1 real estate website. Homebuyers have traditionally visited the site to view homes for sale, but they weren’t truly engaging with the brand in a meaningful way. To appeal to Canadians on a personal level, we wanted to offer relevant information to consumers at every step of a homeowner’s journey—not just when they are actively buying or selling a home.

On February 14, 2018, we launched two online publications: Living Room and the French equivalent, Salon. Our vision was to have writers, journalists and experts put together informative, inspirational articles that resonate with everyday Canadians. This way we can keep consumers in touch with REALTOR.ca as a brand, so that they always think of REALTOR.ca when getting into the market, driving more opportunities for REALTORS®.

Living Room: trends and insights for your home

Do you have clients thinking about moving to a new city? Living Room’s featured neighbourhood guides can help them get acquainted. Is their extensive renovation project going to be worth it? Our handy home improvement articles offer insights into budgeting, resale values and more. Are your clients thinking about changing up their style at home? We recommend diving into our Design Files, which offer an in-depth look at elements of popular interior design styles—and show you how to get the look for yourself.

Driving results

Publishing high-quality articles daily and promoting them across six different social channels in both French and English has proven to be enormously successful. Since launching under a year ago, Living Room has had more than 500,000 unique visitors reading nearly one million pages. We’ve also gained more than 20,000 followers across our social platforms since the launch.

Most impressively, the articles have generated more than 300 leads from readers who clicked through to contact a REALTOR®. These results were achieved without any traditional marketing tactics—just through trustworthy, shareable content.

An opportunity for REALTORS®

How can Living Room help your business? Homebuyers search for important house-hunting advice as the first step in the process, so there’s a good chance you’ll be discovered by potential clients through our article pages. The wealth of information offered on Living Room lets you share articles with your network, helping you stay up-to-date with your content curation and social media efforts. Finally, Living Room always supports how a REALTOR® is a homebuyer’s best ally to find the perfect home. From investment opportunities to the best neighbourhoods, our articles prove a REALTOR® is an essential asset in helping readers navigate the challenging, exciting journey of homeownership.

Stefani Forster is a content strategist and editor, leading all content, community and social for @REALTORdotca. Follow her @stefanif for more tips.


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