Objectives

booj, the award-winning web development and software firm, was acquired by real estate pioneer RE/MAX to develop a technological ecosystem that streamlines the homebuying and selling processes for consumers and agents. In 2019, the booj team created and launched the booj Platform – an integrated suite of digital products including everything a real estate agent needs to manage their business – from a CRM, to digital marketing, to deal management software – all in one place.

Upon acquisition, the RE/MAX Social Media Team, with support from the RE/MAX Communications Team, and San Francisco-based agency Camp+King, created digital materials to support this product launch. With the targeted audience being RE/MAX agents looking to manage client relationships to drive business, the RE/MAX Social Media Team crafted user-focused content, released over a series of months to prevent ineffective information overload.

The primary goal of the booj Platform rollout was to familiarize agents with a brand-new technological ecosystem in an engaging way that presents technology as user-friendly. The key objective was to gain agents’ trust on a high-tech system, meaning that social media materials had to cater to those unfamiliar with technological diction, and the content had to be easily digestible. By breaking up content into multiple small video series and promoting on social media, agents were easily transitioned into the concept of booj. Additionally, the social team created content that stirred excitement, including: a video series featuring agents, GIF-inspired before and after posts, a movie poster teaser campaign and an educational Instagram campaign.

Strategy and Execution

The desired outcome in supporting the launch of the booj CRM over social media was to drive adoption and understanding of the platform to the network of RE/MAX brokers and agents, while telling the corporate story of RE/MAX evolving as a brand. The purpose was to familiarize potential users of the ins-and-outs of the platform through engaging, creative branded content for social media. Let’s face it – tech jargon can be dauting. The RE/MAX Social Media Team accepted the challenge of making technical information not just understandable, but exciting.

The RE/MAX Social Media Team was able to highlight these features and promote them through four primary assets used in the launch campaign for booj:

• The first primary asset was the Teaser Campaign, which featured visually appealing movie-style posters created in collaboration with Camp+King. These tongue-in-cheek movie posters teased the booj launch as if it was a feature film starring RE/MAX agents and their new technology. The static graphics were shared over the course of 6 weeks leading up to the official launch of the booj CRM product and drummed up excitement within the RE/MAX network on social media.
• The next asset was the booj: We Want to Know video series comprised of three gameshow-style episodes answering quick FAQ’s about the booj Platform; this playful video format is a hybrid of engaging and informative. The purpose of this campaign was to leverage the knowledge of our agents and brokers from around the U.S. visiting headquarters for training on the new booj project. “Contestants” were asked a series of questions related to the product and competed alongside our gameshow-host of RE/MAX corporate trainers.
• Following those episodes came the Before & After booj video snippet series that showcases out of date organizational systems side-by-side with the state-of-the-art booj Platform. The purpose of this tactic was to emphasize contrast by highlighting the booj product each time as the “after” component. In these posts, Camp+King created stylized GIFs that demonstrated how agents can increase productivity by adopting the new booj Platform.
• The fourth primary asset crucial to this launch was the RECHARGE Tech Update video series posted on Instagram stories. This most recent video promotion showcases booj tech masters candidly sitting down in the office and answering user-generated questions. This casual approach humanized the technology support and answered insightful questions, fostering a simplified user experience.

The collaboration between in-house communications departments as well as Camp+King made this a uniquely well-executed and successful campaign. The backbone of this campaign, The RE/MAX Social Media Team, is comprised of savvy strategists who can adapt to the everchanging marketplace and produce engaging content, whether it be maintaining a global Instagram campaign, creating branded GIFs, or launching a brand-new tech platform like booj. Versatility and adaptability make this globally recognized social team unique from others who stay within the boundaries of their niche industries.

Results

Supporting statistics on the launch of booj across RE/MAX social media channels:

• 156K total impressions and 9,551 total engagements on the Teaser Campaign that launched six graphics on Facebook, Instagram and Twitter between June and July 2019
• 107K total impressions, 29,516 total views and 2,779 total engagements on the booj: We Want to Know video series that launched three episodes on Facebook and LinkedIn platforms between September and November 2019
• 67,864 total impressions, 21,053 total views and 2,526 total engagements on the Before and After booj video series launched monthly across Facebook and LinkedIn platforms

26,174 total viewers (on average) spread across a series of thirteen Instagram RECHARGE Tech Update videos launched via Instagram stories

Media