From class warfare to NIMBYs, conversations can be difficult but not impossible
There’s a lot of money to be made in real estate but Warren Buffett said it best: “Real estate ownership is a business, not a passive investment.”
From a public relations perspective, that means the moral obligations of real estate leaders shouldn’t end with a ribbon-cutting—especially when people are struggling just to keep a roof over their heads.
Media conversations around real estate are incredibly sensitive. Like in health or public safety, leaders must carefully navigate a public square filled with political landmines and emotional narratives.
Young Canadians Worry About Housing
Housing affordability hasn’t been this bad in over 40 years. That’s not avocado toast hyperbole.
In 2023, Abacus Data reported that 61% of young Canadians said housing costs negatively affect their mental health. The same study revealed impacts on quality of life (73%), finances (76%), and even family dynamics (56%).
Construction is not keeping up with population growth. While the industry benefits from demand and stability, many young Canadians have given up hope of ever owning a home. That’s a perception worth addressing—with empathy.
Unlike their U.S. counterparts, Canadian real estate leaders often shy away from public discourse. Generational divides, class tension and zoning constraints all contribute to a narrative that casts landlords and developers as villains. That may be unfair but it’s not going away on its own.
At the same time, real estate messaging doesn’t need to get bogged down in empty virtue signalling. It simply needs to reflect a broad awareness of how others are experiencing the housing crisis. Tone matters. Timing matters. And sometimes, a little humility and being sure to read the room, so to speak, can go a long way.
“Not In My Backyard!”
NIMBYism (“Not In My Backyard”) describes local movements that can be aggressively against development projects, and concerns are worth hearing out, at least some of the time.
There’s a difference between fighting for a livable neighbourhood and fighting any change at all. Online, NIMBYs are now being mocked for resisting densification even on empty lots next to public transit.
Consider a local example from a Montreal suburb: The new light rail station is built but the housing planned around it keeps getting blocked, despite the town’s growing population. That’s NIMBYism at its peak—progress blocked by fear.
Rather than fight fire with fire, industry leaders need to move the conversation forward.
There are several versions of the 4R rule which can help leaders retain basic PR comms or crisis management:
- RECOGNIZE or RESPECT concerns of stakeholders including the general public.
- Take RESPONSIBILITY for the issue and its consequences.
- REITERATE or REFRAME your brand’s core mission.
- REDRESS, RETHINK and REBOUND by overcompensating with your corrections.
Playing Politics
From zoning laws to rent controls, politics shapes real estate. When things get messy, it’s best not to go it alone.
Before jumping into advocacy, assess your position. The opposition may be organized, vocal, and legally savvy.
This is where public affairs experts come in. TNKR contributor Bonnie Feigenbaum, a seasoned government relations consultant, helps real estate professionals speak to politicians directly and appropriately—be it at the municipal, provincial or even federal level, where more housing policy is expected to be set this year.
A diplomatic message, combined with a sound PR plan, makes you more than just a stakeholder but a thought leader. Diplomacy also helps in an incremental manner to fight the aforementioned sinister stereotypes which have contributed to an increasingly confrontational relationship between politicians and developers.
Winning Content
Thought leadership is now the heart of organic PR.
If you’re doing good work, talk about it—and back it up with quality storytelling.
But some of this work is inevitably hard to spin, for instance: Don’t brag about flipping low-income rentals but instead focus on promoting projects that grow communities. Blog posts, podcasts, newsletters, and op-eds can show how your work contributes to stronger, fairer cities.
Video is especially powerful—drone footage of new projects, interviews with community leaders, or progress updates can transform a static real estate into a compelling one.
Above all, your content should reflect a desire to listen and learn about the impacts of development policies. These issues, after all, hit close to home.
