New TV Commercials Energize R4 Audience

The spots in the 2016 RE/MAX National Ad Campaign sent a charge through the arena in Vegas


March 2016

The job, the staging, the showing, the offer, the deal.

Some people may think these are a simple set of steps any agent can follow to close a transaction. But in the 2016 RE/MAX National Ad Campaign’s energetic new TV commercials – which began airing in local markets in mid-February – they’re presented as vital pieces in a process that no one handles better than a RE/MAX agent.

For the more than 6,000 R4 attendees, there was nothing like seeing them on the big screen during Monday’s Opening General Session.

The enthusiastic applause confirmed what Chief Operating Officer Adam Contos knew when the ads were being created: They hit the nail on the head.

Contos’ team played a direct role in the development of the ads with award-winning agency Camp + King. He sat down with Jay Leno during the R4 OGS to talk about the philosophy behind the new campaign.

“Being an entrepreneur in real estate, you have to create interactions with the customer, you have to have a reason to contact them. And in order to do that you have to build a brand, which builds a bridge into a relationship,” Contos said. “The new campaign is about humanizing agents and providing some insight into what they do from listing to close.”

The five new TV spots seize the opportunity to showcase the incredible value RE/MAX agents bring to each transaction. They make it clear to consumers that in the process of buying or selling a home, the experience of an agent is something that can’t be overlooked. And it’s not limited to the actions shown in the spots, which merely represent a “we’ll do whatever it takes to get the job done” mentality.

Pam Young, an agent with RE/MAX of Reading in Wyomissing, Pennsylvania, said she thought the ads were “really clever.”

“Maybe now consumers will realize all that we do as agents, because sometimes we really do get on the floor and check under the chimney,” she said, referring to The Fix, one of the campaign’s TV spots. “It’s about doing whatever it takes.”

The commercials are part of the company’s strategy to remain top of mind with consumers. The addition of a video translated in Spanish means the impact of the message will spread even further.

Here are 5 things you need to know about the new campaign.

The new ads are now airing in participating markets. Check them out on the RE/MAX YouTube Brand Channel.


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