2022 RE/MAX National Ad Campaign Celebrates Significance of Home, Champions Real Estate Agents Who Lead the Way There
DENVER, January 18, 2022 /PRNewswire/ — Home has always been important, but since the outbreak of the pandemic, many people’s emotional attachment to home has increased. For many people, in recent years, home has become a workplace, school, restaurant and meeting place – the focus of their entire lives. RE/MAX, the global real estate franchisor, today launched a new nationwide advertising campaign entitled “The Right Agent can lead the Way,” inspired by the emotions that surround home and the role a RE/MAX agent plays in navigating them.
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The heartfelt commercials show real challenges many people have had to face with so much time at home in recent years. “The right agent can lead the Way” consists of three broadcast spots: one about a family’s journey to a more suitable home, another highlighting the non-stop hustle and bustle of RE/MAX agents, and a third conveying what it feels like to go to “the right one”. The stories are told from a variety of perspectives, including buyers, sellers, and real estate agents.
“‘The right agent can lead the Way’ recognizes the importance of home and the RE/MAX agents who help people achieve their real estate goals every day,” he said Abby Lee, RE/MAX Senior Vice President, Marketing and Communications. “We hope that our relatable content, on both the home buy-side and sell-side, as well as the RE/MAX agent side, will remind people of the true meaning of home and the difference a great realtor 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 inform the campaign, RE/MAX and Camp + King conducted a comprehensive consumer study to find out what matters most to buyers and sellers and how that has changed as a result of the pandemic.
“The events of the past few years have had a tremendous impact on our campaign and we wanted to reach audiences in a very meaningful way,” he said Stuart Ketelsen, RE/MAX vice president of media strategy. “We’ve seen an increase in people looking for multi-generational homes, which inspired us to explore this scenario in one of our broadcasts. We want to show how well prepared RE/MAX agents are to handle the unique conditions faced by many individuals and families.”
Directed the TV spots ColeWebley, an award-winning director known for his emotionally driven, human-centric storytelling. Webley’s work won a Cannes Lion Award and he worked with an award-winning cinematographer on this campaign Paul Meyers for the three broadcast spots. The campaign also includes eight digital/social spots directed by Austin Walsh. Created with a unique and easy-to-use visual style, the digital assets are designed to grab attention while communicating the value of working with a RE/MAX agent. Some of the digital spots even take advantage of the growing phenomenon of Autonomous Sensory Meridian Response (ASMR) by incorporating relaxing sounds related to house hunting. Three radio spots were also released as part of the launch.
“This campaign features some of the best content Camp + King has ever created,” he said Emily Dilow, Director of Brand Management and Junior partners in the camp + king. “The spots are set in real life, not in a stylized, art-driven world. We wanted to capture people’s true relationship with their home, from the coziness of a loved home to the feeling of walking to a place they can imagine their future in. There’s something magical about the way these scenes play out. Our goal was to capture the real-life, frantic mentality of RE/MAX agents, who are accustomed to doing whatever it takes for their clients long after the deal 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. Due to the customizable nature of remaxhustle.com, there is virtually no limit to the number of variations or messages an affiliate can create to send to their local networks.
All video content from the RE/MAX 2022 national advertising campaign can be found on the RE/MAX YouTube channel.
Via 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 more than 8,600 offices in more than 110 countries and territories. No one in the world sells more real estate than RE/MAX as measured by residential transaction pages. RE/MAX was founded in 1973 by Dave and Gail Liniger, with an innovative, entrepreneurial culture that offers its agents and franchisees the flexibility to conduct their businesses with great independence. RE/MAX agents have lived, worked, and served in their local communities for decades, raising millions of dollars each year for Children’s Miracle Network Hospitals® and other charities. To learn more about RE/MAX, search housing listings, or find an agent in your community, please visit www.remax.com. For the latest RE/MAX news, visit news.remax.com.
SOURCE RE/MAX, LLC
