OREA backs away from ‘Keep the Dream Alive’ campaign

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The Ontario Real Estate Association (OREA) has backed away from its controversial billboard campaign promoting home ownership to parties and candidates in the upcoming provincial election.

However, they will continue lobbying efforts in that direction. The decision came following differences of opinion between OREA and the Toronto Real Estate Board (TREB). Reports suggest TREB believed such a campaign would negatively impact Toronto-area realtors by highlighting the home affordability challenges in the region.

Earlier we reported that a campaign called “Keep the Dream Alive” was expected to be launched. The idea behind this aggressive campaign was to urge politicians to undertake efforts and measures to make home ownership affordable to millennials. “Rising home prices have pushed home ownership out of reach,” says the material on the association’s website.

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TREB however felt endorsing or undermining certain politicians violated OREA’s mission to promote policies rather than people.

Targeted billboard advertising was only “one element of an election plan” OREA circulated to its board.

OREA represents 39 Ontario real estate boards, but about 50,000 of its 70,000 members belong to the Toronto board.

The “Keep the Dream Live” campaign will move into a second phase in September through November.

The head of OREA happens to be former PC leader Tim Hudak. OREA lost its main function and key revenue source as the training provider for new realtors in the province, and it announced it would rebrand itself as the voice of the real estate industry and an advocate for home ownership.

Currently it appears OREA is struggling to define itself and its purpose for its existence. The spat between the two organizations will spark off a much-needed round of soul-searching. – CINEWS

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