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November 1, 2014

RE/MAX Urges Buyers to 'Dream' in New Ad Campaign

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RE/MAX Urges Buyers to 'Dream' in New Ad Campaign

RE/MAX will roll out a new marketing campaign March 17 that encourages home buyers to dream about their next home but check it with reality.

The RE/MAX “Dream With Your Eyes Open” campaign will include digital, radio, print, and social media components that will run throughout the year. A TV spot features a couple envisioning their dream home but then stresses the importance of using a real estate agent as a guide to weigh options.

"We could have shown a suit-and-tie-clad [real estate professional] shaking hands with new home owners next to a 'sold' yard sign – but this is a different kind of ad campaign," says Laurence Klinger, chief creative officer of Lapiz, an agency with the Leo Burnett Group that helped develop the campaign. "We're bringing people into a visually stunning dream sequence to show them it's okay to dream, but you need someone you trust to be your eyes for all the things you wouldn't have thought to ask otherwise."

RE/MAX will also roll out an agent-recruiting component, “Open Your Eyes to RE/MAX.” The franchise will distribute recruiting materials to affiliated brokerages.

“We wanted to align our recruiting strategy with our consumer strategy,” says Mike Ryan, RE/MAX executive vice president.

Source: RE/MAX and “RE/MAX ‘Dream With Your Eyes Open’ Ad Campaign Urges Homebuyers to Check Their Dreams with an Agent,” Inman News (March 13, 2014)

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