Canadians face an affordability crisis, forcing many to make difficult financial choices, including about where to live. Media stories about housing affordability are a constant, often with a “doom and gloom” take.
As the leading real estate brand in Canada, Royal LePage had an opportunity to use its extensive market data, industry insights and position as a trusted expert to drive a more optimistic affordability conversation.
Burson worked with the real estate leader to develop the Royal LePage 2024 Most Affordable Canadian Cities Report, a data-driven initiative that identified the 15 most affordable cities in Canada, plus surveyed residents from major urban centers about their willingness to relocate.
We crafted customized media pitches for each of these cities, leveraging market-specific insights and Royal LePage’s local experts on the ground to enhance credibility. Compelling national, regional, and city-focused narratives resonated with both urban and rural media.
The campaign achieved outstanding results, securing 36 interviews, 167 unique pieces of coverage, 313 total media hits, and generating approximately 346 million impressions across Canada. In Quebec, we garnered 13 interviews, 55 media hits, and 60 million impressions. The month of this report marked Royal LePage’s best monthly performance of the year, reinforcing its position as a trusted authority in real estate. Finally, the media attention sparked action, including by leading Thunder Bay’s Community Economic Development Commission to renew its “Work from Thunder Bay” campaign, leveraging Royal LePage’s findings to promote relocation opportunities.