Re/Max: Happy New House!
Realtor capitalizes on post-holiday self-improvement mood.
November 28, 2005
By KENNETH HEIN
RE/MAX IS ENCOURAGING consumers to get more aspirational in the new year with national TV ads that will break on Christmas Day.
The real estate giant will use its sponsored Re/Max World Long Drive golf competition on ESPN to beak three new ads based around the messaging "Where do you want to be?"
Mike Reagan, svp-brand marketing at Re/Max International, Greenwood Village, Colo., said the ads are designed to motivate. "It encourages people to dream big and come to Re/Max for their home selection process." The spots, created in-house, carry the same tagline: "Outstanding agents. Outstanding results."
House hunting used to be seasonal, but now "selling season goes on all the time," said Reagan. That explains the increase in media spending. Last year, the company spent $100 million on media while devoting $123 million through September, per Nielsen Monitor-Plus.
Meanwhile, one of the company's biggest franchisors, Re/Max of California & Hawaii, will launch a $1.2 million print and radio campaign next spring dubbed "Luxury is…" for its upscale Renowned Properties offerings.
Unlike Sotheby's and Coldwell Banker Previews, Re/Max has to fight the perception it isn't part of the luxury market. "Our goal is to change perceptions," said Jeff Camp, director-marketing at the franchisor.
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