Our Approach

With a primary target audience of young, up-and-coming agents across Canada, the issues content often focuses on the latest technology innovations and cutting-edge sales tools offered to Royal LePage’s network. The pages feature vibrant images, bold colours, immersive illustrations, a mix of editorial and sponsored content from trusted partners, and a variety of contemporary typefaces.

Our team worked closely with Royal LePage’s marketing team, from content ideation, to honing tone and voice, and crafting a flexible layout and thoughtful visuals to accompany each story. Through stakeholder interviews, in-person brainstorming sessions, and regular stand-up meetings, we developed new methods to engage Royal LePage’s audience, tools and tips for boosting agents’ performance, and memorable, shareable articles that celebrate everything that makes Royal LePage what it is today.

Throughout the process, we also developed unique content and strategies to appeal to the French-speaking audience, and applied those within the French edition of the magazine. 

For every edition, one of the most popular spreads is a puzzle page. We created a bright and fun “Where’s Waldo” adaptation , featuring the much loved CEO, Phil Soper, hidden amongst a crowded Saharan landscape. The setting was a nod to the organization’s private charity, Royal LePage Shelter Foundation, who’s top fundraisers were sent on a reward adventure to the Sahara Desert.

Over 18,000 copies were sold and distributed to brokerages across Canada, and were met with great response and engagement from the Royal LePage community, with each issue exceeding the demand of the last. The 2020 digital edition was accessed over 2,700 times, and shared on social media from coast to coast. Many agents and brokers requested to repurpose the original content and imagery used within the book for their own promotional and recruiting needs, leading to the development of a series of pre-formatted sales and social media templates. Overall, the 2020 Leading Edge Magazine delighted, engaged and delivered value to the entire Royal LePage community across Canada.