Real estate franchisor RE/MAX will continue its “For All the Things That Move You” national ad campaign in 2013 using an integrated strategy that includes network and cable television, radio, print, digital and social media.
A TV ad campaign that debuts Feb. 25 will feature three 30-second ads, two 15-second spots and one Spanish language ad that will air throughout the U.S.
RE/MAX says creative agency R&R Partners of Las Vegas and media buying agency Carat will help it “maintain a consistent presence throughout the year” with “year-round visibility.”
The franchisor says it intends to maintain its leading national television “share of voice” among real estate companies, which the company claims to have held on to since 2002.
Rival franchisors Century 21 and Coldwell Banker are also seeking to raise brand awareness on TV.
After suspending national TV advertising in 2009, Century 21 returned to the medium with a splash last year, running a Super Bowl ad and spots during the Olympics. Saying last year’s Super Bowl ad helped drive traffic to its website, Century 21 also bought spots before and during this year’s game.
Coldwell Banker’s “Blue Carpet” ad campaign includes 30-second TV spotsairing nationally during music, movie and TV award shows.
According to a survey taken last year, Century 21, RE/MAX and Coldwell Banker are the most recognized real estate brand names used by brokerages. The survey was commissioned by Century 21 and conducted by Millward Brown, a global brand research company.
The new RE/MAX TV ads highlight the “things” that trigger consumers to buy and sell homes.
“The TV spots capture the individual style of consumers from every walk of life, and convey the pride and honor felt by RE/MAX agents who help consumers find a house they can call their home,” said Mike Ryan, RE/MAX’s executive vice president of global communications and branding, in a statement.
To reach the brand’s global market, print and digital ads will be translated into Spanish, Italian, Portuguese, Hindi and Mandarin Chinese.
RE/MAX, which has a partnership with Homes.com, had the most-visited real estate-related website of any real estate franchise in January with 3.99 million total visits, according to Experian Marketing Services.