Real Estate agents and the value they bring to any real estate transactions are highlighted in the new 2023 campaign for RE/MAX. Created by Camp+King, “The Right Agent Can Lead the Way” continues the theme of previous years.
The campaign showcases the significance of home and the right real estate agent’s ability to empathize and form connections with their clients, all while providing expert guidance to help consumers navigate the changing market. In fact, a recent survey released by RE/MAX found that buyers remained intent on purchasing a home despite shifting market conditions and that guidance from real estate professionals on the home buying process has become even more critical.
According to RE/MAX, the role of the home continues to evolve and how the right agent both understands the deep emotion associated with home, as well as has the knowledge and expertise to counsel clients through the home buying or selling journey.
Following consumer research conducted to guide the campaign strategy and creative, featuring the insights of approximately 400 consumers who have bought or sold in the past 18 months or plan to buy in the next 24 months, three themes emerged that ultimately influenced the direction of three new broadcast spots.
“This year’s campaign took a unique, creative approach as we blended both emotion and reason,” said Abby Lee, RE/MAX Senior Vice President, Marketing and Communications. “These spots convey core qualities of a skilled and experienced RE/MAX agent: patience, transparency and empathy. At the same time, they also encourage viewers to be thoughtful about choosing a real estate agent who has the expertise necessary to navigate the complexity of buying or selling a home.”
Also new this year is the brand’s approach to social and digital spots. Batches of new videos will be released throughout the year on timely and relevant real estate and consumer trends.
One spot is about a granddaughter’s journey to purchase her grandparents’ former home, while another highlights a family with a young child moving from a city apartment to a sprawling house with new views of the stars. The third spotlights different scenarios with prospective buyers and sellers asking questions that pertain to real estate and RE/MAX agents responding with the answers. Watch the campaign below:
REELated:
“Just as the role of home continues to evolve, we wanted to showcase how RE/MAX as a brand has also continued to evolve as it begins celebrating its 50th year,” said Jamie King, CEO & Chief Strategy Officer at Camp + King. “These spots will further drive brand recognition of a household name in real estate and the spots creatively bring the value of a RE/MAX agent to life for those who are considering the meaningful step of purchasing or selling a home.”
Added Stuart Ketelsen, RE/MAX Vice President of Media Strategies, “The simple, easily digestible content of the digital and social spots allow us to highlight RE/MAX agents’ knowledge, experience and expertise in an engaging and dynamic way. Always relevant to buyers and sellers, our goal is to inform and help people make the right decisions for themselves and their family.”
The 2023 campaign marks the eighth consecutive year of collaboration between RE/MAX and award-winning agency Camp + King.
CREDITS:
CLIENT: RE/MAX
AGENCY: Camp + King
- Chief Creative Officer: Roger Camp
- Executive Creative Director: Jesse Dillow
- Senior Copywriter: Mike Reiner
- Senior Art Director: Katie Burleson
- Senior Copywriter: Joey McRobert
- Senior Art Director: Justin Hun
- Director of Production: Garrett DeLorm
- Senior Producer: Matt Hill
- Production Coordinator: Chloe Gendron
- CEO: Jamie King
- Director of Brand: Emily Dillow
- Brand Supervisor: Carly Ringler
- Assistant Brand Manager: Tyler Rogow
- Assistant Brand Manager: Stephanie Duncan
- Senior Editor: Justin Griffin
PRODUCTION COMPANY: Sanctuary
- Director: Cole Webley
- Director of Photography: Rasmus Heise, DFF
- Executive Producer/ Partner: Kristen Johnson
- Managing Director/ Owner: Preston Lee
- Producer: Chris Cho
EDIT: N O M A D
- Executive Producer: Julia Williams
- Sr. Producer: Laura O’Shea
- Editor: Jai Shukla
- Asst. Editor Tommy Palumbo
COLOR: Trafik (Color)
- Colorist: Daniel de Vue
- Color Assist: Monica Escalante
- Producer: Samantha Cesan
- Executive Producer: Meghan Lang Bice
SOUND DESIGN: One Union Recording
- Senior Engineer: Joaby Deal
- Executive Producer: Michael Swarce
- Future Perfect (Music):
- Composer: John Connolly
- Producer: Maxwell Gosling
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