Re-branding and re-vitalizing: RE/MAX Realtors

Originally, RE/MAX was an international real estate brokerage whose point of difference was allowing real estate agents to keep 100% of their earned commissions, as opposed to the standard 30% allowed by other brokers.   It didn't take long for the movers and shakers – the industry “high producers” -- to become RE/MAX agents.

RE/MAX's brand was executed only with a vague, meaningless tag line: “Above the Crowd.”

Third party research indicated something far more interesting, namely that “the average RE/MAX agent outperformed the average real estate agent by a margin of 3-to-1.”   That meant RE/MAX was “the maximum real estate had to offer” to its three most important markets:

1. The consumer, who could purchase or sell a home faster.
2. Agents who earned more from realtors, which made recruiting them easier.
3. Franchisors, who realized that the real money was in recruiting and hosting RE/MAX agents, not sales.
   

The result was “The maximum real estate has to offer”. Which spawned programs and enabled RE/MAX to successfully invade Southern California where it previously could not flourish.   The brand strategy was featured in their print, radio and TV and has remained for years since.

Original brand.	Rob Frankel's Big Time Brand.