Supported by two major consumer studies that add even more layers to the network’s industry-leading position, RE/MAX will aggressively market itself as the No. 1 brand in real estate, Chairman and Co-Founder Dave Liniger told a crowd of nearly 1,000 at the 2011 RE/MAX Broker Owner Conference in Los Angeles Monday morning.
"Do you like this logo, combining the No. 1 and the RE/MAX Balloon? We’re going to put it on everything," Liniger said at the conference’s Opening General Session, noting that RE/MAX was already the clear leader in transactions, advertising, professional education and many other metrics. "We are No. 1, and we ought to be saying it."
The excitement is fueled in part by the recent J.D. Power and Associates announcement that RE/MAX ranked highest in customer satisfaction among both buyers and sellers. Dave and Gail Liniger received matching trophies during the session.
"We accept this on behalf of all RE/MAX Sales Associates, whose high level of service made this recognition possible," Dave Liniger said. "This honor belongs to them."
A second study, conducted by national research firm Synovate, adds even more weight to the idea that RE/MAX is No. 1 in the eyes of consumers. In this survey, buyers and sellers ranked RE/MAX highest, by a large margin, in top-of-mind awareness, recalled advertising, firm most likely to work with, firm most likely to recommend, and many other categories.
When asked what real estate company first came to mind, 34 percent of the respondents said RE/MAX, easily outdistancing Century 21 (25 percent), Coldwell Banker (11 percent), Prudential (4 percent) and Keller Williams (3 percent). Overall, 95 percent of the participants were aware of RE/MAX.
This type of brand power brings business to RE/MAX Sales Associates, Liniger said. And when they combine their individual skills and talents with the "800-pound gorilla" of RE/MAX brand marketing, they have an unbeatable edge.
"Anyone who says brand isn’t important is either lying or stupid," Liniger said. "Advertising doesn’t cost; it pays. It brings more customers to our agents, makes things easier and generates business for them. And when they follow through with excellent service, they create repeat clients and referrals."
Custom marketing materials, Liniger said, will help Sales Associates use the results of both studies in their listing presentations and other promotions.
"We are developing all sorts of things for agents to use on the front lines," Liniger said. "This is their achievement, and they will directly benefit from it."
Broker/Owners in attendance were pleased at the news.
"Being No. 1 in one thing is great, but being No. 1 in lots of ways is much, much better," said Bob Carlseen, Broker/Owner of RE/MAX Praecelsus in Chula Vista, Calif. "Sales Associates are looking for messages that resonate with consumers, and this will give them something very tangible to use."
Paul Turcotte, Broker/Owner of RE/MAX Destiny in Cambridge, Mass., agreed.
"Every year, the tools keep getting better," he said. "And we have the proof to back up what we’re saying. Data doesn’t lie. I love the new direction."
Other highlights from the session:
• A new quarterly RE/MAX magazine, called Above, will debut in October in print and in an electronic version.
• RE/MAX CEO Margaret Kelly said the launch of the new remax.com site has been delayed by IDX policy changes at the National Association of Realtors. But while the site’s listing functionality has been impacted by the changing rules, work on the design and content has continued, and Kelly shared a glimpse of the fresh and user-friendly home page. She also emphasized that the current remax.com is completely compliant with existing IDX rules and would not be affected by any decisions at the NAR national convention in November.