RE/MAX Unleashes the Power of its Network
Through a Groundbreaking 2019 Ad Campaign



More on the 2019 National Ad Campaign
2019 RE/MAX Ad Campaign
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Visit the RE/MAX Marketing Portal to download assets for the 2019 National Ad Campaign

*Participating regions only

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There’s certainly a lot to love about the 2019 RE/MAX advertising campaign. There’s the clutter-busting messaging, multifaceted targeting, and even a couple of Hollywood veterans adding a distinct touch to the ads themselves.

And that’s just the start. Among all the groundbreaking goodness of the 2019 campaign, perhaps most impressive is a new resource that enables agents to create personalized 15-second video spots.

“The customized digital videos are a first in real estate. I don’t know of anyone else doing this,” says Jesse Dillow, Creative Director for Camp + King, the award-winning creative ad agency behind the RE/MAX ad campaign for four years running. “These videos are truly innovative when it comes to personalized marketing.”

“This is not a one-and-done project. We’re going to grow and build this tool over time and will add more customization options.”

– Emily Dillow

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“This is not a one-and-done project. We’re going to grow and build this tool over time and will add more customization options.”

– Emily Dillow

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The messaging and imagery for the custom videos are taken directly from the multimillion-dollar “The Sign of a RE/MAX Agent” national campaign. Agents personalize the spots with their photo, preferred brand logo (standard logo, The RE/MAX Collection or RE/MAX Commercial), contact information and top three competitive advantages. They even pick a choice of music. It all adds up to a staggering 11,000+ combination options for agent customization.

The process takes just seconds. And with a final click, it’s all seamlessly integrated into a personalized video accessed via download or a sharable link.

“Giving our agents the ability to create personalized spots with a few clicks of a button is another way RE/MAX delivers unique value to its network,” says Abby Lee, RE/MAX SVP, Marketing and Communications. “It’s a tool our agents can use instantly, activating our vast network, while allowing them to be able to focus on what they do best — helping homebuyers and sellers achieve their dreams.”

The videos are perfect for sharing on social media or posting on agent websites. And since they’re so simple to create, agents can easily generate different videos for specific audiences and social channels.

Camp + King’s Brand Director, Emily Dillow, says this is only the beginning.

“This is not a one-and-done project,” Emily Dillow says. “We’re going to grow and build this tool over time and will add more customization options to develop this into a core resource for RE/MAX agents.”

Great Agents, Backed by Great Tools

The custom videos are just one piece of a widespread, comprehensive campaign that spans outdoor, radio, digital, TV and social outlets (all assets are available in the RE/MAX Marketing Portal via MAX/Center). The successful “The Sign of a RE/MAX Agent” theme remains at the core of it all.

The campaign takes a modern, energetic approach to communicate a straightforward message: combine the industry’s most productive agents with the top technology and great things happen.

The TV and video spots place the RE/MAX agent front and center, serving as trusted guides for their clients. The agents combine their personal knowledge and experience with the best tools to cut through the complications of a real estate deal and get the job done.

“In any home transaction, there are stressful moments, funny moments and moments where you feel like tearing your hair out,” says Camp + King Creative Director Jesse Dillow. “The agents are the heroes in the ads. The spots celebrate all the work they do and the peace of mind that they provide for their clients.”

The ads also portray a distinct look and feel that may seem familiar to many viewers. Behind the color palette, framing and camera angles were Colorist Jill Bogdanowicz and Director of Photography Robert Yeoman, two A-list Hollywood specialists who have worked alongside such notable directors as Wes Anderson and Sophia Coppola.

“The customized digital videos are a first in real estate. I don’t know of anyone else doing this,”

– Jesse Dillow

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“The customized digital videos are a first in real estate. I don’t know of anyone else doing this,”

– Jesse Dillow

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“Along with the director, Jill and Bob really set the tone and vibe for the ads,” says Rikesh Lal, Creative Director with Camp + King. “They took the color, lighting work and atmosphere and turned it up to 11.”

Also behind the scenes: extensive research to get into the minds of today’s real estate customers. Before the cameras rolled, Camp + King interviewed more than 1,500 buyers and sellers across the U.S. and Canada to better understand what they value most in a real estate agent.

The research provided a wealth of information, and ultimately set the stage for the great-agent-meets-great-technology messaging.

“We discovered that consumers are looking for agents who have a wealth of real estate experience and knowledge – and who use the best tools and tech resources,” says Carlisle Hensley, Associate Strategy Director with Camp + King. “We handed our research over to the creative team, and they ran with it.”

Reaching People When and Where it Matters

Another beauty of the RE/MAX ad campaign is its versatility. From social marketing to TV spots and everything in between, the 2019 campaign takes a data-based approach, targeting consumers based on behaviors and media preferences.   

Long gone are the days of funneling the entirety of an ad budget into a few select time slots on TV. Strategic placement on television is still part of the mix – RE/MAX ads will appear on major broadcast networks and niche channels such as HGTV – but it’s only a part of a greater whole.

“You’ll hear people say that TV advertising is dead. It’s not. People are just consuming it differently,” says Abby Lee. “Along with the TV exposure, we’ve upped our game in the digital space with video, behavioral targeting and brand stories. It’s a very holistic approach.”

A significant advantage for RE/MAX is that people already know the brand; RE/MAX leads all competitors in unaided brand awareness. This frees up the ad messaging, allowing for more creativity and diversity that goes beyond establishing an introduction.

“A lot of our competitors are solely focused on building their awareness,” Lee explains. “We continue to promote the brand, but we’re in a position that allows us to focus on strategies that drive leads and get the phone ringing for RE/MAX agents.”

At the root of it all, Lee says, is a strategy that keeps RE/MAX in front of consumers in all stages of the homebuying process and beyond. The time between when a person moves from one home to another – oftentimes years – makes a well-thought-out approach even more critical.

“The ad campaign is highly targeted, depending on where a person is in the process; it’s not one-size-fits-all,” Lee says. “We’re making sure we’re delivering the right message to the right person at the right time.”

Facts and Figures: The making of RE/MAX TV and Web Commercials

(provided by Camp + King)

70 hours on set
75+ breakfast burritos eaten
350 talent auditions
2 drone operators
25+ locations scouted
3 dream homes
1 bike sculpture
200+ cups of coffee consumed
90 person crew on set
150+ voice-over auditions
121 video deliverables
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More on the 2019 National Ad Campaign
2019 RE/MAX Ad Campaign
How to cover

Visit the RE/MAX Marketing Portal to download assets for the 2019 National Ad Campaign

*Participating regions only

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