Each year, C.A.R. and Randle collaborate closely with C.A.R.’s policy and advocacy team in Sacramento and communications team in Los Angeles to develop a comprehensive communications plan that combines traditional and digital communications to better inform and engage REALTORS® to be a part of C.A.R.’s Government Affairs team. Randle has worked closely with C.A.R. over the past nearly two decades, and while the issues faced by the association may have changed over the years, one thing has remained the same, the results.

 

Supporting Legislative Day

Each year, Randle supports C.A.R.’s Annual Legislative Day Event, including promotion leading up to the event and real-time coverage the day of through a comprehensive social media strategy to extend the voices of more than 2,000 REALTORS® that gather at the Capitol each year to champion homeownership.

 

Calling on #CALeg to “Get Serious on Housing Supply”

In early 2019, lawmakers failed to act on serious solutions to address California’s housing supply crisis in 2019. As the champions of homeownership and housing, the C.A.R. Government Affairs Team was uniquely positioned to lead this call for action. The legislative session is extremely saturated with all kinds of advocacy groups attempting to break through to reach lawmakers.

 

Randle developed the “Let’s Get Serious on Supply” campaign that took advantage of the void in advocacy activity during the summer recess to set the stage for legislative action during the legislative end-of-session and the following year. The campaign “followed” lawmakers to their home districts during the recess to drive home the message of increasing the housing supply. The campaign utilized digital advocacy, grassroots and earned media to position C.A.R. as the leading voice calling on state lawmakers to increase the housing supply.

 

As a result of this campaign:

• Digital display ads seen 2.7 million times among target audience.

• Twitter ads seen 362,233 times in target lawmaker districts.

• Animated video views surpassed 300,000 views

• HousingforCalifornia.com received 17,522 page visits.

• 3,216 REALTOR® signed petitions urging lawmakers to increase the housing supply.

• A Los Angeles Times editorial called for increased housing supply using “Let’s Get Serious” messaging.

• Three major newspapers called for increased housing supply during End-of-Session campaign.

 

Securing Homeownership Funding in the 2022-2023 State Budget

With the housing supply and affordability crisis persisting, and the stark reality that only 1 in 5 Californians can afford to buy a home, Randle developed an integrated strategic communications and public affairs campaign aimed at securing funding in the 2022-2023 budget to support pathways to homeownership for Californians. The integrated campaign included use of display ads, organic and paid digital advocacy, traditional earned media and video storytelling to urge the Governor and legislature to prioritize funding to support pathways to homeownership. This, coupled with traditional advocacy efforts, led to the outcome of $750 million in homeownership funding, including:

• $250 million for CalHome, which will directly increase the supply of affordable ownership housing.

• $500 million for Toni Atkins’ new California Dream for All Program, which will make homeownership more attainable for the state’s working families and support traditionally underserved communities as they build generational wealth.