Re/Max is launching a huge national effort that humorously plays up the benefits to hiring an agent to help sell a home versus doing it on your own.
The effort, themed “The Right Agent Every Step of the Way,” includes 12 spots across radio, digital, TV and social media outlets, an increase of one spot versus last year. For the first time, the package also includes a video concept for The Re/Max Collection, the network’s luxury property brand.
The second half of 2020 proved historic for the housing market with record-breaking home sales, says Abby Lee, Re/Max senior vice president, marketing and communications.
"We anticipate many of the conditions that brought more buyers into the market -- including the low interest rate environment and greater mobility of working remotely -- will continue into this year," Lee tells Marketing Daily. "Those factors, along with gains in construction, may help create more options for buyers, leading to what could be a very big year for sales."
Lee declined to disclose spending on this year's effort.
Consumer research by the agency shows that clients are likely to rely on agents and their guidance and that they place an increased importance on an agent’s ability to leverage technology to show a home and aid in decision making, says Emily Dillow, director of brand management and junior partner at Camp + King.
“These spots showcase just how prepared Re/Max agents are to do those things,” Dillow says in a release.
The realtor wants clients to feel connected to their agents and the brand even in times of uncertainty, Lee adds.
A 30-second spot, “Photo,” shows what happens when you try to take your own home photos (think mirrors and reflections everywhere.) Another 30-second spot, “Frozen,” highlights how an agent can take you through your future dream home virtually (handy during a pandemic.) A 15-second spot, “Contact,” tells the sad tale of clients who are being ghosted by their agent -- and how Re/Max agents are always available.
All of the 2021 RE/MAX national advertising campaign assets can be found on the RE/MAX YouTube channel.
As with previous campaigns, the 2021 spots enable agents to personalize the commercials on the Re/Max Hustle website with their name, photo, contact information and a short message that relates back to the spot.
This year, Re/Max agents have access to the new Hustle video editor tool, which allows them to make professional quality videos using their own content.