We’re excited to announce that CREB^® Charitable Foundation is now operating under the brand CREB^® REALTOR^® Community Foundation.

The new brand puts REALTORS^® squarely in the forefront, so when people ask, you can firmly say, “I belong to the REALTOR^® Community foundation – we create new housing, we keep people housed and we improve the quality of housing infrastructure.”

“I’m really excited about the future direction of community investment at CREB^®, and our refreshed new logo is the beginning of a new chapter in our long history. I’m proud to be part of the continuing legacy that helps those who need it most put a roof over their head,” said Sharon Bercuson, chair of CREB^® REALTOR^® Community Foundation.

Albeit an effort of constant refinement, our core giving focus remains the same. The foundation is laser focused on supporting housing and shelter solutions in the community.

Currently, we’re partnering with Habitat for Humanity Southern Alberta on a major three-year capital project. The Foundation has committed $1 million to create home ownership opportunities for 32 low-income families who otherwise might not realize this dream.

In 2020, we’ll make the final installment in our current commitment to Habitat, and simultaneously pivot to a new future state by introducing three new grant programs to create housing, to keep people housed and to improve the quality of housing infrastructure.

This model allows us to diversify our portfolio of giving and make the largest impact on complex issues around housing and shelter.

The brand name change is a big part of this next step in CREB^®’s community investment evolution. It instantly creates better alignment between the foundation’s work and the REALTOR^® brand – your brand. This connection is critical to improving the overall value proposition of the foundation and to engaging a wider proportion of the membership.

Right now, only 1.5 per cent of members have signed on to become a Friend of the Foundation, but more than 76 per cent of members (per our last needs assessment survey) feel CREB^®’s community work is helping to grow the REALTOR^® brand.

The data tells us we have an opportunity. If we can create a stronger connection between CREB^® member REALTORS^® and the work of the foundation, we can build intrinsic value, grow the REALTOR^® brand and make a measurable impact on the community.