As a real estate professional, getting involved in your local community can be incredibly rewarding, both personally and professionally.
Corporate social responsibility (CSR) isn’t just about charitable donations—it’s about actively engaging with the causes and people in your neighbourhood. And while giving back feels good, it also presents a unique opportunity to strengthen your brand and build trust with your local audience. It isn’t just a feel-good strategy—it’s about making a lasting positive impact on your neighbourhood.
Why should real estate professionals give back?
As a real estate professional, you’re more than just a business in your local area—you’re an integral part of the community. Whether you’re helping families find their dream homes or guiding investors to make informed decisions, you have an opportunity to make an even bigger impact by supporting the causes that matter to your clients.
What’s in it for you?
Brand visibility: Engaging with your local community strengthens your relationships and shows that you care about the neighbourhoods where you do business. When you support community initiatives, your brand becomes more visible, especially if your efforts are aligned with local causes that resonate with your audience. You build trust and brand loyalty when people see your involvement in things that matter to them.
Differentiate yourself from your competitors: By supporting local causes, you distinguish your business from others, building trust with potential clients.
Networking opportunities: CSR can help you forge new relationships within your community. Whether you’re partnering with other businesses, working with local councils, or supporting grassroots organisations, you expand your network, potentially leading to new business opportunities.
Emotional connection: Community involvement builds an emotional connection with potential clients. People want to do business with companies that care about the same things they do, and this can turn into long-lasting relationships.
What’s in it for the cause?
Financial support: In many cases, small local causes don’t have the funding or resources to run large-scale campaigns. Your involvement—whether it’s through sponsorship, fundraising, or contributing your marketing skills—can make a real difference.
Amplified awareness: With your marketing expertise and network, you can bring attention to local causes that may lack the resources to promote themselves effectively. Your marketing expertise can give local causes a platform they might not have otherwise. By lending your voice (and marketing channels) to their initiatives, you’re amplifying their reach and raising much-needed awareness.
Boosted donations and attendance: Your involvement as a trusted local business can encourage more people to participate, donate, or attend events, helping the cause exceed its goals.
CSR ideas for real estate professionals
There are numerous ways for real estate professionals to get involved. Here are some practical CSR ideas to inspire you:
1. Partner with local charities
Local council websites often list community organisations looking for volunteers or funding. Align your business with causes that resonate in your community, such as shelters for those facing hardship, homelessness or domestic abuse. Your involvement can have a direct and positive impact on the community while showcasing your business’s dedication to giving back.
2. Sponsor local events or run fundraisers
From charity walks to school fundraisers, there’s no shortage of events in need of sponsorship. Christmas is a great time to organise toy or food drives, or sponsor a family in need. You can rally your team and clients to support a cause like providing gifts to local children’s hospitals, shelters or food banks. Your financial backing can help cover event costs, and your involvement will show your business cares about the community.
3. Support local schools or sports teams
Many real estate offices sponsor local schools, teams, or community centres. It’s a great way to stay involved with families in your area, and the exposure can help your name stay top-of-mind when those families are ready to sell.
If you have coaching skills, why not volunteer to coach a local team? Look for popular clubs in your area with large membership quotas. If your neighbourhood is close to the beach or a lake you might sponsor a surfing or sailing club. If your area is inland identify the most popular clubs for your ideal demographic, this could be a team sport like rugby or soccer, or club sports like athletics, horse riding, tennis or golf.
4. Offer free workshops or classes
Share your expertise by hosting free workshops or webinars on property investment, first-time home buying, or even financial literacy. This kind of knowledge-sharing builds goodwill in the community and positions you as a trusted local expert. Partnering with mortgage brokers or solicitors can also offer attendees a well-rounded perspective on the home-buying process.
5. Get involved in environmental initiatives
Sustainability is important to many buyers and sellers today. You can get involved by sponsoring community clean-up events, planting trees, or even making your office more eco-friendly and promoting it in your marketing.
Examples of real estate agents in action
Here are some real-world examples of how real estate professionals have made a difference in their communities:
Case study:
Asha Kerr auctioneers at events & fundraisers
A local auctioneer, Asha Kerr, volunteers her skills to help raise funds for numerous charities, from Be Centre, a charity that provides ‘play therapy’ for children, to supporting Beau, a 10-year-old boy diagnosed with non-Hodgkin’s Lymphoma. I saw Asha in action as I attended the event Beau’s sports team organised. Asha put her skills toward auctioning off sports memorabilia, artwork, and getaways alongside backstage music event passes. The funds raised went towards Beau’s medical costs, and the event brought together the community in support of one of their own.
Case study:
LJ Hooker team support the Lighthouse to Lighthouse Walk
Two local pub owners and brothers in their 60s organised a walk from one lighthouse to another, 350 kilometres away, to raise money for the Children’s Cancer Institute. The initiative stemmed from a personal connection: one of the brothers’ daughters, a teacher, had a pupil in her class, Jacob, with leukaemia.
A team of agents at LJ Hooker Mona Vale funded a social media campaign to raise awareness and promote the walk. Josephine Cowley and Kylie Segin approached me to ask if the Hoole team could set up the Lighthouse to Lighthouse Walk’s online presence as well as manage the social posts and paid advertising campaigns.
Starting with a touch of branding, we took a picture that Jacob had drawn with two lighthouses and turned it into the fundraiser logo. We set up all the social media accounts, had t-shirts professionally printed and sent our photographer to capture professional images. The LJ Hooker team also participated in the walk and used their connections to get the 15-day walk featured on the TV show Sunrise, helping to reach an even bigger audience.
As a result, the brothers raised over $67,000 for the charity, making a tangible difference while “Shining a light on research into childhood cancers” – our catchphrase.
Case study:
The Digital Live Bike Ride – a real estate industry initiative
Each year, real estate professionals come together to raise money for Hands Across the Water, a charity providing homes and education for children in Thailand. Steve Carroll started promoting this annual real estate ride in 2018, and to date, participants have raised over AU$1.5 million, which helps support the running costs of the seven homes in Thailand.
Participants take on the physical and emotional challenge of cycling 500 kilometres through Thailand, strengthening connections within the real estate industry and creating life-changing experiences. I participated in the ride in 2000 and will be riding again in 2025. If you’d like to support me on my fundraising and bike riding journey, you can make a donation at handsacrossthewater.org.au/fundraisers/melaniehoole.
If you’d like a life-changing experience and to participate in a future Digital Live Bike Ride, where you can cycle through Thailand’s picturesque countryside while raising funds for a worthy cause, visit https://digital-live.com.au.
Over the years, riders have found inner strength they didn’t know they possessed, forged strong friendships with other riders, and strengthened relationships with family members who have also participated in the ride. Plus, we mustn’t forget the beautiful children and carers you meet at the homes and the “life of choice, not chance” that you help provide.
How corporate social responsibility builds your brand
Supporting local causes isn’t just a “nice to have”—it’s a strategic decision that can elevate your real estate brand. Here’s how:
Builds trust: Clients are more likely to trust a brand that actively supports their community. By getting involved, you show that you’re not just about making sales—you’re genuinely invested in the well-being of your community.
Creates positive publicity: Every event or cause you support gives you the opportunity to generate positive publicity. Whether it’s through social media campaigns, local news coverage, or word of mouth, these activities highlight your business’s positive contributions.
Attracts like-minded clients: Many home sellers and landlords today want to work with real estate professionals who share their values. Showing that you care about community causes can help you attract clients who prioritise social responsibility when choosing who to work with.
It’s time to get involved!
There’s never a better time to start planning your CSR initiatives. Whether you’re sponsoring a local event, organising a charity drive, or participating in a larger cause, your involvement will make a difference.
If you need help amplifying your efforts and aligning your marketing with your community goals, my team and I can help. Book a free 1-hour consultation with me, Melanie Hoole. I’ll give you on-the-spot recommendations specific to your business. I look forward to talking with you.
Written by Melanie Hoole
My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.
