Case Study —
Public Relations • Thought Leadership
Launched Sotheby’s International Realty Canada as a leading authority in demographic housing trends with Generational Trends Reports that generated 1,370+ media articles from 2017–2023.
Survey Design
Research
Report Writing
Partnership Development
Press Release Writing
Executive Ghost-writing
Media Training
Internal Communications
External Communications
Social Media
Survey Design
Research
Report Writing
Partnership Development
Press Release Writing
Executive Ghost-writing
Media Training
Internal Communications
External Communications
Social Media
Canada’s housing market has been reshaped by powerful generational forces—from Baby Boomers driving intergenerational wealth transfer, to Millennials redefining ownership patterns, to Gen Z emerging with new aspirations. Sotheby’s International Realty Canada had the opportunity to shape this national conversation but had finite resources to achieve this goal.
By spearheading a unique research partnership with Mustel Group, and by contributing first-hand to report ideation, survey design, report authorship and writing research-based press releases while leveraging our PR agency’s media relations expertise, I helped to drive nationwide media coverage and positioned Sotheby’s International Realty Canada as a leading authority in housing insights.
Forged a groundbreaking collaboration with leading Canadian research firm Mustel Group to launch a multi-year series of nine Generational Trends Reports (2017–2023). These first-of-their-kind national studies reshaped media and industry dialogue on housing trends:
Canada’s Intergenerational Wealth Transfer & Next Generation Home Buyer Report
Modern Family Homeownership Trends Report Series– first Canadian survey on young urban families
Aging in Place Report Series –Baby Boomers’ and older adults’ housing goals and trends
Generation Z Housing Trends Report Series –Canada’s first in-depth study of Gen Z buyers
Canadian Real Estate Market Sentiment Report –first national comparison of housing confidence across Boomers, Gen X, Millennials, and Gen Z pre- vs. post-pandemic
Unlike many industry publications that go unnoticed, Sotheby’s International Realty Canada achieved national prominence in demographic housing trends with each report, capturing media attention across the country.
The Generational Report series was consistently covered across national web, print and broadcast outlets, including Financial Post, National Post, Toronto Star, Toronto Sun, CTV, Global TV, CityTV, OmniTV, Calgary Herald, Daily Hive, Vancouver Sun, The Province, BC Business, Western Investor and Sing Tao Daily.
Media Placements
Reports Authored