This morning, Inman News reported that RE/MAX has national TV to itself.
As a managing broker of an office at one of the largest, and the most productive RE/MAX franchise in the entire RE/MAX system, I greeted this news with excitement. I already knew that RE/MAX dominated national television, and in fact, almost all advertising mediums -- print, online, radio, and t.v. At the RE/MAX Convention back in March, the company told us that they expected their share of television advertising to increase this year from 50% to probably about 65%.
However, nobody predicted that RE/MAX would be the ONLY real estate company to advertise on national television.
As soon as I saw this news, I immediately e-mailed it to our brokerage CEO and our lovely Director of Career Development (a nice title for our head recruiter).
I also tweeted this news. This afternoon, I saw that somebody (an agent from another company -- which has no television advertising, and in fact, very little advertising at all), retweeted my post and sarcastically added:
"AND?"
Well, here's the AND...
And, why RE/MAX National Television advertising matters, whether you are somebody looking to buy or sell a home, or an agent looking to align themselves with a real estate company.
Some basic facts:
- According to the latest data from the World Bank, over 95% of American households own a television.
- According to that same data, about 75% of American households use the internet.
Advertising online is great, but for the best branding, those who ignore television in favor of an internet only strategy miss out on many potential buyers and sellers.
According to the article, "RE/MAX says it "vigorously promotes its brand" with a mix of television, cable, radio, print and Internet advertising, and has recently made the move into social networking. In addition to YouTube, RE/MAX also maintains a presence on Twitter, Facebook and LinkedIn."
That's why "Nobody in the World sells More Real Estate than RE/MAX"
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Thats one of the reasons I like RE/MAX the brand is out there. I hear its adds on radio and tv a lot for sporting events.
I have recently seen the Prudential adds on television - am I missing something here?
Institutional advertising is good for name recognition.
An, the article says that RE/MAX was the only one to advertise on national television during the 1st quarter of 2009 (Jan-March), so it's possible that either the Prudential ads that you saw on television were either recently and during the 2nd quarter, or they were played on local or cable television.
Brian-it is nice to be working with a company that isn't pulling the rug out from beneath it's agents. We hear a lot of horror stories about brokerages that are cutting back. I even heard of some agents getting "fired" for non-performance recently in our area. Companies can no longer carry agents who aren't producing.
There are plenty of Coldwell Banker ads on TV.
Scott,
Look, I didn't create these statistics and this report. It was reported throughout the industry by Inman News. I'm sure there are plenty of Coldwell Banker ads on TV. However, are they national television ads or on local network and cable stations? Also remember, that this report was about the 1st quarter 2009. It says nothing about whether companies are advertising today.