Spokane Association of REALTORS®
Spokane Association of REALTORS® is a leading REALTOR® Association and MLS provider in the pacific northwest. SAR faced a grim reality: a housing crisis causing escalating prices, low affordability, and the working class being priced out of homeownership. With a deficit of 32,000 housing units, Spokane County was in trouble. The American dream slipping away.
“We must no longer turn a blind eye to the impacts in our community from a severe lack of housing. For more than a decade, we have failed to build enough homes to meet demands. As a result, housing prices are increasing at never-before-seen pace.”
Eric Johnson – SAR Board President
The Wall Street Journal cited Spokane County as one of the hottest real estate markets. Great news for home sellers; however, bad news for lifelong renters and future home buyers. Struggling from a significant lack of inventory and less than 1% rental vacancy rate, REALTORS® knew they had to step up and start a conversation to impact change.
Spokane Association of REALTORS® turned to Agency McKenna to build awareness of its housing crisis. Former licensed Broker, Warren McKenna, CAE, adds “our objective was to build a coalition of constituents in the community: REALTORS®, local businesses, homeowners, and renters with policymakers, builders, and developers. Love for the community—it’s what binds us.”
IDENTIFYING KEY CONSTITUENTS.
Agency McKenna’s research pointed to five key constituents to be the start of change. The situation in Spokane County was as much a policy issue regarding zoning and responsible land development as it was about providing housing security, equity and access in Spokane.
“Together Stronger” is both the glue unifying the community, and a promise, that together, there’s nothing we cannot do. The campaign brings awareness to the housing crisis and starts a conversation leading to action and results, tailored with specific messages for each audience group.
BUILDERS & DEVELOPERS
Agency McKenna developed integrated marketing to support Spokane REALTOR® members. With downloadable graphics for social media, email signatures and website assets, we provided members with assets to get the word out. Grassroots to the core.
We developed campaign assets for digital and print publications in local media outlets. These campaigns drove increased reach and website traffic. And strengthened members’ voice on critical issues while influencing policymakers to join the conversation for change.
Agency McKenna developed a turnkey online hub on the Spokane Association of REALTORS® website. The hub provided information about the Housing Crisis for audiences to learn more. It featured informative videos, housing infographics, and ways to share the story.