RE/MAX is a worldwide leader in real estate with over 140,000 agents spanning over 9,000 offices and a presence in more than 110 countries and territories. The global real estate franchisor is unique in that it speaks to a variety of audiences – maintaining its position as the voice of real estate to both real estate buyers and sellers, and also to the individual business owners and entrepreneurs that make up the RE/MAX network. The RE/MAX social media accounts serve as an approachable, fun and resourceful guide to the world of real estate for millions of people.
As the brand continues to grow, it’s imperative to maintain brand consistency across all touchpoints. Every piece of RE/MAX social media content achieves at least one of these goals:
As the #1 name in real estate*, there’s a responsibility unique to RE/MAX social media to have a leading presence on social media platforms – a challenging task with eight corporate social handles curated with relevant, informative and platform-specific content. With a goal to reach 1 million followers by the end of 2022, the RE/MAX social media team ended the year beating their goal, finishing with 1.05 million across all channels. Their mantra? Speak a bit differently. Listen as much as you mingle.
* Source: MMR Strategy Group study of unaided awareness
To achieve the Company’s goals of claiming RE/MAX as the guide to the world of real estate on social media, the team set the following objectives:
To accomplish these goals, in 2022, the team sought to shift from a “quantity” to “quality” mindset – aiming to spark conversation with consumers and increase chatter about RE/MAX through organic content. Because of the vast footprint that makes up the network, all content needed to be approached with a global viewpoint, an enormous undertaking to create resources applicable to most everyone across the network. With the goal of increasing video content produced for social media channels, the team set its sights on launching a TikTok channel, showcasing the RE/MAX experience first-hand from agents/Broker/Owners themselves, and increasing live videos.
To produce content that showcases RE/MAX real estate expertise, inspiring buyers and sellers to choose a RE/MAX agent when pursuing their real estate goals, the team developed five content pillars, all supported by dozens of sub-campaigns:
Sub-campaigns, all supported by rigorous community management, sought to leverage existing RE/MAX content in multiple platform-specific ways. The team supported the production of several live stream events, including the President and CEO’s web show “Keepin’ It Real with Nick Bailey,” and an informative entrepreneurship series titled “Build Your Business with RE/MAX®,” engaging in real time with consumers, affiliates and industry professionals across a variety of topics. Other notable sub-campaigns included the RE/MAX Around the World campaign which amplified global affiliates and their unique cultures. Positioning RE/MAX as a thought leader, campaigns around the brand’s Future of Real Estate Report and monthly National Housing Report sought to educate all audiences through graphics and video. Included in the strategy was the promotion of RE/MAX industry partnerships with advocacy groups such as the National Association of Hispanic Real Estate Professionals®, Asian Real Estate Association of America, and Children’s Miracle Network Hospitals®, among others.
The refreshed tactics among organic and paid social content made 2022 a banner year. Doubling down on balloon content, tied to the logo, helped build brand awareness within local communities – an important tactic for a franchisor dedicated to building businesses. The team focused on putting the agents front and center, telling their experiences through videos, quotes, behind-the-scenes content, live streams, etc.
The RE/MAX social team beat every goal they projected for 2022. Together they achieved: