Case Study —
Brand • Content • CRM • Digital • Lead Gen • Web
Established Sotheby’s International Realty Canada as the authoritative voice in Canadian luxury real estate with 1.2B+ annual impressions and 2,700+ pieces of media per year.
Survey design
Research
Report writing
Agency management
Press release writing
Executive ghost-writing
Media training
Internal communications
External communications
Social media
Survey design
Research
Report writing
Agency management
Press release writing
Executive ghost-writing
Media training
Internal communications
External communications
Social media
Following the Great Recession, Canada’s housing market saw unprecedented changes: soaring housing prices, massive demographic shifts, and global shocks including the COVID-19 pandemic and U.S.-Canada trade war. With these changes came the opportunity for Sotheby’s International Realty Canada to position itself as a leading voice in real estate. Although Sotheby’s International Realty was a globally renowned brand, when I first joined the company in 2013, it had no visibility in Canadian media.
As CMO, I steered efforts to position Sotheby’s International Realty Canada as the country’s authoritative voice for luxury real estate. This required building partnerships with accomplished agency partners, developing an agile PR team and strategy, and conceptualizing unique industry narratives that would captivate media attention in a crowded real estate news market — all with limited resources.
After securing the company’s first PR agency of record, Talk Shop Media, in 2011 I built a 15 year+ partnership through multiple agency account team transitions, supporting onboarding and alignment, and later expanding in-house and freelance communications capabilities to extend reach.
I worked closely with Talk Shop Media to launch quarterly reports on luxury real estate trends in Canada’s largest metropolitan real estate markets, now a cornerstone of national housing coverage. Later assumed responsibility for research, authoring market intelligence reports and writing press releases.
Broke new ground with Mustel Group by developing innovative in-depth surveys of demographic housing trends – from intergenerational wealth transfer to Gen Z aspirations. Strategically shaped surveys and topics to maximize media coverage.
Steered PR strategy and client relations for Canada’s most high-profile and sensitive real estate transactions, including those involving royalty, celebrities and global figures. Crafted strategic messaging when publicity was needed, and developed privacy, confidentiality and contingency plans for sensitive situations.
Used reports and earned media to fuel social and database marketing, amplifying reach and engagement.
These efforts positioned Sotheby’s International Realty Canada as the definitive authority in luxury real estate with over 1.2B impressions and 2,700 when media.
National and global web, print and broadcast coverage consistent includes: Canadian Press, Associated Press, Reuters, Wall Street Journal, BNN Bloomberg, The Globe & Mail, Financial Post, CTV, Yahoo!Canada, MSN Canada, CBC, Toronto Star, Montreal Gazette, Calgary Herald, BC Business, Vancouver Sun, Business in Vancouver, Western Investor, Ming Pao, Sing Tao Daily.
Media Impressions
Media Placements
Media Impressions
Media Placements
Reports Authored In 15+ Years