DENVER, Jan. 18, 2022 /PRNewswire/ -- Home has always
been important, but since the onset of the pandemic, many people's
emotional attachment to their home has increased. For a lot of
people, home the past few years has become a workplace, a school, a
restaurant and a gathering place – the hub of their entire lives.
Today, RE/MAX, the global real estate franchisor, launched a new
national advertising campaign, "The Right Agent Can Lead the Way," inspired by the emotions
surrounding home and the role a RE/MAX agent plays in navigating
them.
The heartfelt ad spots depict real challenges many people have
faced over the past couple years with so much time spent at home.
"The Right Agent Can Lead the Way"
comprises three broadcast spots: one about a family's journey to a
more suitable home, another highlighting the nonstop hustle of
RE/MAX agents and a third conveying what it feels like to find "the
one." The stories are told from different perspectives, including
buyers, sellers and real estate agents.
"'The Right Agent Can Lead the
Way,' showcases the significance of home and celebrates the RE/MAX
agents who help people achieve their real estate goals every day,"
said Abby Lee, RE/MAX Senior Vice
President, Marketing and Communications. "We hope our relatable
content, on both the home buyer and seller side, as well as the
RE/MAX agent side, reminds people of the true meaning of home and
the difference a great real estate agent can make in the most
important financial transaction of their lives."
The 2022 campaign marks the seventh consecutive year of
collaboration between RE/MAX and award-winning agency Camp + King.
To help inform the campaign, RE/MAX and Camp + King conducted a
comprehensive consumer study to uncover what matters most to buyers
and sellers, and how that has shifted as a result of the
pandemic.
"The events of the past few years had a huge impact on our
campaign, and we wanted to reach audiences in a very meaningful
way," said Stuart Ketelsen, RE/MAX
Vice President of Media Strategies. "We've seen an increase in
people looking for multigenerational homes, which inspired us to
explore that scenario in one of our broadcast spots. We want to
showcase how prepared RE/MAX agents are to navigate the unique
conditions faced by many people and families."
The TV spots were directed by Cole
Webley, an award-winning director known for his emotionally
driven, human-centered storytelling. Webley's work has been
recognized with a Cannes Lion award and in this campaign, he
collaborated with award-winning cinematographer Paul Meyers for the three broadcast spots. The
campaign also features eight digital/social spots directed by
Austin Walsh. The digital assets
were created with a unique and ownable visual style, and they are
designed to grab attention while communicating the value of working
with a RE/MAX agent. Some of the digital spots even tap into the
growing autonomous sensory meridian response (ASMR) phenomenon by
incorporating relaxing sounds related to home searching. Three
radio spots were also released as part of the launch.
"This campaign has some of the best pieces of content Camp +
King has ever created," said Emily
Dillow, Director of Brand Management and Junior Partner at Camp + King. "The spots are
set in real life, not in a stylized, art-directed world. We wanted
to capture people's real relationship with home, from the comfort
of a well-loved home to the feeling of walking up to a place they
can imagine their future in. There's something magical in how these
scenes play out. Our goal was to portray the real-life hustle
mentality of RE/MAX agents who are used to going above and beyond
for their clients long after the transaction has closed."
As with previous campaigns, RE/MAX agents can personalize the
2022 commercials on the RE/MAX Hustle website with their name,
photo, contact information and a short message. Because of the
customizable nature of remaxhustle.com, there is virtually no limit
to the number of variations or messages an affiliate can create to
push out to their local networks.
All of the 2022 RE/MAX national advertising campaign's video
content can be found on the RE/MAX YouTube channel.
About the RE/MAX Network
As one of the leading global real estate franchisors, RE/MAX, LLC
is a subsidiary of RE/MAX Holdings (NYSE: RMAX) with more than
140,000 agents in over 8,600 offices across more than 110 countries
and territories. Nobody in the world sells more real estate than
RE/MAX, as measured by residential transaction sides. RE/MAX was
founded in 1973 by Dave and Gail
Liniger, with an innovative, entrepreneurial culture
affording its agents and franchisees the flexibility to operate
their businesses with great independence. RE/MAX agents have lived,
worked and served in their local communities for decades, raising
millions of dollars every year for Children's Miracle Network
Hospitals® and other charities. To learn more about RE/MAX, to
search home listings or find an agent in your community, please
visit www.remax.com. For the latest news about RE/MAX, please visit
news.remax.com.
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SOURCE RE/MAX, LLC