Six channels, eighteen years, and no gaps in it.
I do the strategy, the copy, the graphics, the video, the calendar and the publishing. It has run without a gap since 2008.
In 2020 other businesses started buying advertising space on it, and four of them held annual contracts right through 2022.
The habit came out of the fashion years, where you learn that consistency will beat brilliance nearly every time.
Rashida's Corner — a market letter I write myself, working from primary board and CMHC data rather than repackaged headlines.
It is the only one I own outright. Everything else is rented from a platform that can change the rules whenever it likes.
Reels, market graphics and the plainly-said posts that actually get replies. Built for the platform, not cross-posted.
It is where a referral goes to check whether I am a real person before they pick up the phone.
Document carousels, positioning pieces and market commentary. Longer-form and more argued than anywhere else.
This is where a peer or a partner firm or an employer forms a view of me, so the writing is longer and more argued.
Real Talk, a thirteen-part educational series I wrote and presented, plus property walkthroughs and pre-construction project coverage.
It answers a question once and then keeps answering it. Underused in my industry, mostly because it is genuinely a lot of work.
Print and direct mail
Brochures, presentation folders, postcards, door hangers, signage and a full doorknocking programme, all on one identity system.
Almost everyone abandoned it, which is exactly why a well-made piece in a letterbox still gets read.
Paid media
A billboard and digital campaign at Rutherford Marketplace — seven creative executions, roughly sixty-six dated placements in the first two years alone, bought and paid for out of my own budget.
Spending your own money on it teaches you very quickly which lines work.
In person
Seminars, sponsorships and community events, and the fundraising — the Run for the Cure, the Children's Miracle Network, the Canadian Breast Cancer Foundation, and the women's wing sponsorship of a national medical conference.
Everything else really exists to make the room a bit warmer before I walk into it. And some of it is not marketing at all, which is the point.
Audience figures counted 2026-08-16.
Four I would show you first.
Two cuts of the film I made for my brokerage in 2021, and two pre-construction projects in Vaughan, one of them covered at length.
RE/MAX Realtron Rashida Dhalla Realty
RE/MAX Realtron Rashida Dhalla Realty, Brokerage
Artwalk Condos at SmartVMC
Grand Festival, South VMC
Things I made, not things I posted.
“Every set of keys tells a story.”
A full-page print and direct-mail piece — the line, the layout, the photography direction and the production. This is the kind of thing most agents buy from a template service. I would rather make it, because the piece has to sound like the person whose name is on it.
Experience Over Algorithms
A positioning piece arguing that visibility is not expertise. Opening line: “I am a real estate agent. Not an influencer.”
Real Talk
Written and presented. The listing process, buying versus renting, leverage and duplication, assignment agreements, why a house does not sell.
Monthly market statistics
Board figures rebuilt as a consistent monthly visual on the R|D identity. Average price by housing type, year over year.
Rashida's Corner
Eighteen years of dated analysis, including a published forecast miss with the reasoning attached.
Doorknocking programme
Door hangers and postcards on a territory plan, worked in person rather than mailed and hoped for.
The R|D identity
Monogram, cards, signage, presentation folder, email signature, merchandise. One system held consistent for a decade.
I paid for the billboards out of my own budget.
Eight executions at Rutherford Marketplace, running from 2020 through 2026, on one system, out of my own budget. Roughly sixty-six dated placements in the first two years alone. All eight are below.
There is nothing like spending your own money on media for finding out quickly which lines actually work.
I beat cancer. Now I'm running for those still fighting.
I am a breast cancer survivor, and I have said so publicly under my own name, so there is no reason to be delicate about it here. Since the diagnosis the fundraising has stopped being something I do politely once a year and turned into the part of the calendar I plan the rest around.
The in-person work is not really a marketing channel, whatever this page calls it. But it is where most of the good things in thirty-odd years of this job have come from, so it belongs on the list.
CIBC Run for the Cure
I run it and I fundraise for it. This is the one that is personal.
Ongoing sponsor
Not a one-off cheque. The same two, year after year.
A portion of every listing and sale
It comes off each transaction rather than out of whatever is left at the end of the year.
Women's Wing sponsor, 2023
Sponsorship, and the campaign production that went with it.
Eight consecutive years of campaign production
Design, print and rollout, done the same way I do my own.
All of it is public.
I would rather you looked than took my word for it. The accounts are live, the archive is dated, and the back catalogue is as visible as the recent work.
I would build this for you.
Eighteen years of doing it alone, for my own business, with my own money on the line. I would rather do it as part of a team.