Canadian Real Estate Association is Canada’s most popular real estate platform. With over 25 million monthly users, it is also one of the most trafficked websites in the country. The Canadian Real Estate Association (CREA) recognized that expectations of millennial homebuyers and advancements in technology are driving rapid changes in the real estate industry.

CREA partnered with us to evolve the product strategy and creative positioning for

Soshal has become a trusted partner in building a roadmap that aligns with the evolving needs of both our members and consumers.

— Patrick Pichette, Vice President of Marketing & IT,

Product Strategy

We began by identifying and researching key personas and their journeys through the home buying and selling process. From the insights gathered, we produced 5 detailed user personas: first time homebuyer, repeat home buyer, international investor, residential investor, and REALTOR®. We mapped each persona’s user journey, identifying gaps, pain points, and opportunities for product improvement.

Based on the user journey maps, we were able to make informed recommendations to align with the evolving needs of its users.

Brand Marketing

Through the product strategy’s research phase, we uncovered an underlying message: there are many steps to buying your first home, finding your dream home, or identifying the right investment. This inspired the creative direction for moving forward.

The new campaign, Steps, humanizes and communicates the honest reality that the home buying process is complex and often daunting.

Steps captures life's milestones, connecting them to the value of home ownership, and encourages Canadians to begin their journey with

Product Marketing

Since launching Steps, Soshal has been responsible for reimagining the product marketing of Our creative and media teams are working to create new strategies to drive user acquisition, account signups, and repeat usage. is a continuously evolving platform. The insights and creative we delivered provide CREA with a clear direction as they make improvements to the user experience and introduce new features.


  • User Research
  • Persona Development
  • User Journey Mapping​
  • Product Strategy
  • Analytics
  • Branding & Creative
  • Marketing Campaigns