Real Estate Associations: A Blueprint for Resilience and Digital Transformation During Crisis

The COVID-19 pandemic presented an unprecedented global challenge, profoundly impacting nearly every sector, including real estate. For real estate associations across the nation, this meant a swift and decisive pivot, transforming their operational models and service delivery to support their members through uncertain times. Far from being passive observers, these organizations embraced creativity and innovation, becoming essential hubs of information, education, and support in a rapidly changing environment.

From implementing robust digital infrastructures to offering crucial financial breaks and pioneering virtual engagement strategies, real estate associations demonstrated remarkable adaptability. Their initiatives were not just about weathering the storm but about building a more resilient, digitally-forward industry. This article explores how two prominent Canadian associations, the British Columbia Real Estate Association (BCREA) and the Ontario Real Estate Association (OREA), led the charge in innovation and member advocacy.

Adapting to the New Normal: Key Strategies for Industry Support

The sudden onset of the pandemic demanded immediate action. Lockdowns, health concerns, and economic uncertainties threatened to paralyze the real estate market. In response, associations focused on several core areas:

• Digital Transformation: Accelerating the adoption of remote work tools and virtual service platforms.
• Financial Relief: Offering direct financial assistance or discounts on essential services and education.
• Enhanced Communication: Becoming primary sources of up-to-date information from government and health authorities.
• Education and Training: Shifting to online learning and providing resources for members to adapt to virtual business practices.
• Advocacy: Lobbying governments to ensure real estate operations could continue safely and effectively.
• Well-being Support: Recognizing the mental and physical toll on members and offering access to support services.

British Columbia Real Estate Association (BCREA): Pioneering Digital Resilience

The British Columbia Real Estate Association (BCREA), under the leadership of CEO Darlene Hyde, exemplified rapid adaptation and digital prowess. With a robust digital backbone already in place, BCREA transitioned its 26 staff members to remote work seamlessly, within a single day of the crisis emerging. This swift pivot ensured uninterrupted service delivery and underscored the power of proactive technological investment.

Financial Relief and Unprecedented Educational Engagement

Understanding the financial strain on its members, BCREA quickly rolled out substantial relief measures. The association forgave learner fees for online courses for member boards for three months, providing crucial financial respite. Furthermore, Realtors received a significant 25-percent discount on BCREA’s online courses for May, June, and July. This initiative proved incredibly popular, with online course enrollment skyrocketing by an astounding 130 percent compared to the previous year. This surge highlighted a key trend: as market activity slowed, Realtors wisely leveraged the opportunity to enhance their skills and professional development through accessible online learning.

Transforming into a Premier Broadcasting and Publishing Hub

BCREA rapidly evolved into a dynamic “broadcasting and publishing entity,” becoming a vital source of information and community for British Columbia’s organized real estate sector. The association produced a wealth of content, delivered both through video and written formats, accessible to its entire community. This included launching new podcasts, generating fresh website material, and establishing a weekly “Community of Practice” webinar specifically for managing brokers. These webinars consistently attracted over 200 managing brokers, fostering a critical forum for shared learning and problem-solving during turbulent times.

The association’s commitment to timely communication extended to developing monthly podcasts addressing specific Realtor interests and hosting regular COVID leadership meetings via Zoom. These meetings brought together member boards, their Executive Officers, and Boards of Directors, providing crucial updates and fostering a unified response. BCREA effectively became the central “hub and spoke” for disseminating essential information, drawing from regulators, superintendents, various government ministries, WorkSafe BC, and public health authorities. This proactive communication strategy ensured Realtors had accurate, timely guidance to navigate evolving regulations and health protocols.

Fostering Realtor Innovation and Adaptability

Darlene Hyde observed that the real estate community, driven by its inherently entrepreneurial spirit, rapidly embraced new technologies and virtual solutions. Realtors quickly adopted innovative methods for showcasing properties, from utilizing drones and high-quality cameras for virtual tours to conducting immersive online open houses. BCREA actively encouraged and observed this innovation, noting the “beautiful work” being done to present properties virtually, proving that the industry could adapt and thrive even without traditional face-to-face interactions.

“The key was, we’re there to serve and we need to serve on the spot in terms of what you need as fast as you can get it,” Hyde emphasized. This service-centric approach meant working around the clock at times to meet members’ urgent needs. The period of reduced market busyness became an opportune moment for Realtors to fully leverage the online offerings provided by BCREA, ultimately benefiting the entire real estate ecosystem.

Ontario Real Estate Association (OREA): Proactive Leadership and Comprehensive Support

The Ontario Real Estate Association (OREA), under the leadership of President Sean Morrison, also demonstrated a proactive and strategic response to the unfolding pandemic. Recognizing the severity of the emerging crisis, OREA swiftly assembled a dedicated COVID-19 response team. This specialized group was tasked with assessing the potential impact on OREA and the broader industry, formulating strategies to assist members in making the necessary transitions, and ensuring business continuity.

Prioritizing Health, Safety, and Digital Learning

One of OREA’s immediate and decisive actions was to suspend all in-class college operations. Acknowledging the inherent risks of gatherings, OREA enabled students to seamlessly transfer from in-class learning to online modules free of charge, prioritizing the health and safety of its educational community. Like BCREA, OREA successfully transitioned its approximately 78 staff members to remote work without any layoffs, ensuring operational stability.

Beyond its internal operations, OREA took a bold stance on public health. Even before the provincial government issued bans, the association called for an immediate cessation of traditional face-to-face open houses, urging its members to shift to virtual alternatives. This proactive measure underscored OREA’s commitment to community safety, and Morrison proudly noted that “the vast majority of Realtors moved into that space,” showcasing the industry’s collective responsibility and adaptability.

Advocacy for Essential Services and Economic Stability

A critical undertaking for OREA was its intensive lobbying efforts with the provincial government to designate real estate as an essential service. This advocacy was not merely for the industry’s survival but to support countless individuals whose lives and finances depended on ongoing property transactions. OREA recognized that many people needed to close existing deals, purchase new homes after selling theirs, or complete transactions to secure their housing stability. Declaring real estate an essential service allowed crucial transactions to proceed safely, preventing widespread economic disruption and personal hardship.

Substantial Financial and Educational Relief

To further support its membership, OREA unveiled a comprehensive $1.4 million relief response package. This substantial investment included a range of invaluable resources designed to help Realtors navigate the crisis. The package featured webinars focusing on critical topics such as mental health support, guidance on accessing government support programs, and practical training on technology tools essential for transitioning to a virtual business environment. These resources were tailored to equip members with the knowledge and skills needed to adapt to the new market realities.

Moreover, OREA invested in its members’ long-term leadership capabilities by offering its prestigious Leadership 200 course for free. Morrison articulated the vision behind this: “we know when we come out the back end of this there’s going to be a lot of community need for leaders. So we wanted our Realtors to have those upskill leadership abilities.” This foresight aimed to empower Realtors to step up as leaders within their communities and the industry post-pandemic.

Holistic Member Well-being: The LifeWorks Program

Understanding that the pandemic’s challenges extended beyond business operations, OREA launched a crucial Member Assistance Program (MAP) called LifeWorks by Morneau Shepell. This comprehensive well-being solution offers OREA members and their dependents (under 25 living in their household) access to vital support across mental, physical, social, and financial domains. The MAP is a confidential, self-referral service, available 24/7, 365 days a year, at no cost. It encourages early intervention for a wide range of personal and work issues, ensuring members have access to critical resources and referrals before minor problems escalate. This initiative underscored OREA’s holistic approach to member support, recognizing that personal well-being is fundamental to professional success.

The Enduring Legacy: A More Resilient and Innovative Industry

The responses from both BCREA and OREA exemplify the incredible adaptability and critical role of real estate associations during a global crisis. Their proactive measures in digital transformation, financial relief, educational empowerment, robust advocacy, and comprehensive member well-being support not only helped their members navigate the immediate challenges but also laid the groundwork for a more resilient and innovative industry. The pandemic accelerated the adoption of virtual technologies and redefined service delivery, proving that the real estate sector can thrive even under the most demanding circumstances.

The lessons learned and the innovations implemented during this period are not fleeting; they represent a permanent shift towards a more connected, digitally fluent, and member-centric real estate landscape. Real estate associations continue to evolve, standing as pillars of support and progress for their communities, ensuring that Realtors are equipped to serve clients effectively in an ever-changing world.