home ownership matters

Home Ownership MattersTo People… To Communities… To OntarioMatthew Thornton & Natasha Lemire-Blair (April 18, 2011)

2011 Ontario Election• Just 171 days away (October 6th,

2011)• For OREA elections = Opportunity

Issue Based Campaigns

• Harmonized Sales Tax (HST) • Mandatory Home Energy Audits

OREA 2011 Election Campaign

Home Ownership MattersCampaign Goals:1.Include home ownership friendly policies in platforms2.Strengthen support for home ownership at Queen’s Park after 2011 election

Home Ownership MattersWhy Home Ownership Matters works:•Coherent, focused, testable message •Home ownership is politically attractive•Policies are easy to explain and provide obvious benefits

Home Ownership Matters Strategy

• OREA’s Strategy:– Market Research– Communications– Government Relations– Social Media– Member board involvement

Market Research• Ipsos Reid • Measured attitudes of Ontarians

towards home ownership• Results will be used to support

strategic initiatives

Communication Plan

• Press release – April 20, 2011• www.HomeOwnershipMatters.ca• Social media #homeownershipmatters• Online banner advertising:

Government Relations

• Issue Summaries to MPPs• Ipsos Reid research to MPPs• Discuss issues with Liberal, PC and NDP staff

MPP/REALTOR® Reception

• Home Ownership Matters buttons• Ambassadors

Road Map to REALTOR® Success

1. Communication Plan

• Issue template press release (available April 21)• Prepare spokesperson• Issue opinion editorials monthly

2. Run News Paper Ads• Customizable• Simon Leung – OREA’s

Marketing Department• August to September or

July to September if budget allows

3. Meeting with Candidates• Most candidates will be

nominated by August• Introduce board to candidates• Present policy proposals

1. Increase LTT rebate2. Permanent Ontario Home

Renovation Rebate3. Reintroduce Home Energy

Efficiency Retrofit Rebates

4. Candidate Survey• Present survey at

candidates meeting or send by mail

• Download template from website

• Inform candidates what you plan to do with survey results

5. Candidate Debate/Breakfast Meeting

• Discussed in detail in REALTOR Guide to Elections

• Greg Owen, President of Pathfinder Strategic Counsel

• Media and candidate attention to the Home Ownership Matters campaign and issues

Conclusion• The success of Home Ownership Matters depends

on YOU!• If boards do 3 out of 5 initiatives our campaign will

make a difference...

HomeOwnershipMatters.ca

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Available on April 21, 2011

September 2011

Wed. April 20, 2011

As it happens after Wed. April 20, 2011

HomeOwnershipMatters.ca• Mobile site is fully

accessible from any mobile device (eg. iPhone, Blackberry, Android, etc)

Questions

Campaign and Web Site Support:– Matthew Thornton: 416.385.6624 or mthornton@orea.com– Natasha Lemire-Blair: 416.442.5452 or natasha@orea.com

Web Site Technical Contact:(EG. Assistance with banners, widgets, badges, etc)– Georgia Sapounas, Community Manager 416.445.9910 ext. 224 or georgias@orea.com

Help!

Thank you…

Announcements

• Delegate Reception – 6:00-7:00pm

• Delegate Dinner:– 7:00pm – 8:00pm

• Jamming with the Past President– 8:00pm onwards

• All events in Stop 33