The real estate giant has selected The Leo Burnett Group to create its 2014 national campaign. The account will be managed by a Chicago-based, multidisciplinary team that will lead all creative, brand positioning and strategy for the global real estate franchisor. RE/MAX has surpassed all other real estate brands in TV Share of Voice since 2002 and has the largest ad-spend of any U.S. real estate franchisor. RE/MAX becomes the ninth business win for the Leo Burnett Group within the last eight months.
“We are very impressed with The Leo Burnett Group’s perspective on the RE/MAX brand and the dynamics of the current housing market,” said Margaret Kelly, RE/MAX CEO. “Together, we’ll be able to creatively demonstrate the RE/MAX difference through the superior customer service of our sales associates.”
A fully integrated marketing strategy will include network TV, cable TV, radio, digital, social media, out-of-home and print advertising. The new campaign is planned to roll out in January with the goal of increasing RE/MAX visibility and promoting the professionalism of RE/MAX sales associates. Additionally, creative themes will appeal to a new generation of home buyers and sellers.
“The face of the American consumer continues to evolve, especially in the housing market,” said Gustavo Razzetti, EVP Managing Director of LAPIZ, an agency of the Leo Burnett Group. “As baby boomers become empty nesters and downsize, and emerging groups such as millennials and Latinos aspire to be homeowners, there will be considerable growth potential for RE/MAX.”
