BRAND MARKETING and ADVERTISING REPORT
Television (Total 18+ Q1 (Quarter 1) Impressions = 1,237,697,280) *
RE/MAX continues to reach millions of consumers with a dominant TV presence,
boasting a share of voice of 50 percent. RE/MAX commercials air alongside some
of the most popular shows on network TV, and across more than 20 cable
In Q1, 548 RE/MAX commercials ran during major-network and cable
programming, generating an impressive 1.2 Billion impressions among adults
� Three new RE/MAX commercials, featuring RE/MAX International CEO
Margaret Kelly, are in pre-production. The new spots are expected to start airing in
� RE/MAX aired ads during major primetime shows including Lost,CSI:
Miami,Grey's Anatomy,Desperate Housewives,Extreme Makeover: Home
Edition, The Amazing Race,The Office,ER,Cold Case and Dancing
with the Stars.
� As an added value, RE/MAX received free exposure on CNN, HGTV, TLC and other
� For an added value on Fine Living, the network produced a custom 60-second
vignette that will air multiple times throughout 2009. The spot offers tips for
preparing a home for sale, and features the RE/MAX logo on screen, RE/MAX
branded products and RE/MAX opening and closing billboards.
As our competitors scale back their advertising dollars to fewer and fewer
outlets, RE/MAX continues to aggressively promote your brand over TV, radio, print
and the Internet.
In 2008, the RE/MAX share of voice in national TV advertising averaged 50 percent,
meaning RE/MAX commercials on national TV reached as many viewers as all our
competitors� commercials combined.
On radio, RE/MAX enjoyed a presence alongside the most popular sporting events
around, sponsoring Westwood One radio coverage of the Super Bowl, Pro Bowl and
the NCAA Basketball Championship.
RE/MAX TV Commercial ,SnowPlace
Save the Date!
The 2009 Summer Conference for Broker/Owners and Managers takes place
Aug. 16-18 at the Hyatt Regency Chicago. Click the Events tab on RE/MAX Mainstreet for updates.
1st Quarter Impressions:
2009 Total Impressions
RE/MAX International, Inc.
Radio (Total 18+ Q1 Impressions = 585,800,650) *
RE/MAX again teamed up with Westwood One radio, sponsoring broadcasts of the
Super Bowl, Pro Bowl and the 2009 NCAA Men's Basketball Tournament. In addition
to RE/MAX Commercials, the sponsorships included frequent mentions of the RE/MAX Broadcast Center
and the RE/MAX Outstanding Play of the Game.
More than 225 spots ran during national radio programming, generating 585 million
impressions among adults ages 18+.
� RE/MAX ads ran during Westwood One radio broadcasts of the NFL playoff
games including the AFC and NFC championship games the Super Bowl
and the Pro Bowl. The sponsorship also included the RE/MAX Broadcast
Studio and the RE/MAX Outstanding Play of the Game.
� RE/MAX commercials also aired during Sirius satellite radio broadcasts of the
NFL post-season games.
� As part of the Pro Bowl broadcast, RE/MAX International presented
a check for $25,000 to Children's Miracle Network. The donation was the
culmination of monies raised by the RE/MAX Touchdown for Kids
program, in which RE/MAX made a donation for each touchdown scored
during the NFL season.
� RE/MAX commercials ran throughout the NCAA Basketball's March Madness,
with the number of spots increasing as the tournament progressed into the final
Print (Total Q1 Impressions = 11,460,000)
RE/MAX trade advertisements ran in the January, February and March editions
of Realtor magazine, reaching 11.46 million real estate professionals.
� A study by Harvey Communications showed that the RE/MAX Now More
than Ever ad in the December 2008 edition was the most highly recalled
by readers among all other real estate brands.
� The Now More than Ever ad, which ran in the January issue, spotlights
the training, advertising and brand recognition that comes with RE/MAX
� The TV or Internet ad, in the February and March editions, highlights how, in
contrast to other major brands, RE/MAX enjoys a significant presence on both TV
and the Internet.
Online (Total Q1 Impressions = 244,893,617) *
The RE/MAX online presence generated nearly 245 million impressions, with 4.8
million total visits to remax.com for January and February. Since its 2006
launch through February 2009, LeadStreet had generated more than 6 million leads
for RE/MAX agents an average of 172,510 leads per month.
� In addition to paid search and SEO campaigns on major search engines,
RE/MAX appeared on broadband video on NBC.com, HGTV.com and Hulu.com.
RE/MAX ads ran before programming, and companion banners appeared while
the videos played.
* Not all data was available for the entire quarter. Figures are projections based on the latest information available
ARCA RE/MAX Series
� The Joyce Julius & Associates analysis for 2008 shows the RE/MAX ARCA
partnership delivered its highest level of adjusted RE/MAX advertising value since
the sponsorship began in 2001.
� The sponsorship delivered 400.6 million RE/MAX impressions for 2008, a
combination of 375.9 million RE/MAX impressions from the ARCA Series
exposure and 24.7 million impressions from in-broadcast spot placement.
� The 2009 ARCA RE/MAX race schedule has been released with 22 events, 10
of which will be broadcast on Speed Channel.
� The March/April edition of Real Estate Professional features a column
by Bruce Benham in which the RE/MAX International Chief Operating
Officer comments on the Obama administration's efforts to stimulate
the U.S. housing market. Benham contributes to the trade publication
� RE/MAX CEO Margaret Kelly produced three more Business Building monthly
Long Drivers of America
� RE/MAX International has extended its sponsorship of the RE/MAX World Long Drive
Championship through 2012.
� The golf season is under way, and now's the time to start planning to attend the
2009 World Championship, held in October. Contact Jen Burke at (303) 796-3545
or firstname.lastname@example.org for more information.
� Since its initial airing in December (which included broadcasts in countries including
Australia, New Zealand and South Africa), ESPN re-played its coverage of the Long
Drive finals in the U.S. and Canada throughout the first quarter.
Brand Marketing and Advertising Report columns for RISMedia�s Real Estate trade
magazine. The three timely pieces help agents set realistic goals, prepare for the
green trend and take ownership of their industry and its recovery.
� The RE/MAX Times Online continues to attract readers with its mix of
news stories about RE/MAX services, strategies, developments and people.
An early March article about the conversion of a major Keller Williams
brokerage in the Vancouver, British Columbia, area, generated an
unprecedented number of page-views.
The new RE/MAX Green program is helping agents and offices attract and
assist consumers interested in eco-friendly real estate. Launched in
January, the program provides eco training through RE/MAX University
and marketing materials through the Marketing section on RE/MAX
Mainstreet. More than 1,000 agents have downloaded the logos and other
Children's Miracle Network
� RE/MAX Affiliate Dan Slagell won a Smart Car that was auctioned during the
RE/MAX International Convention in Las Vegas. Dan's story is a special one two
of his grandchildren are Miracle Children and received lifesaving care at their
Children's Miracle Network hospital.
� The 2009 Children's Miracle Celebration took place in Orlando, celebrating the
efforts of children's hospitals, sponsor organizations, media partners and
celebrities who are involved with the organization.
� From the car raffle, live and silent auctions and golf fundraiser, more
than $45,000 was raised for Children's Miracle Network at the International
� During the Pro Bowl coverage on Westwood One radio, RE/MAX
International presented a check for $25,000 to Children's Miracle Network
as the culmination of monies raised by the RE/MAX Touchdown for Kids
� RE/MAX Associates have raised over $93 million for Children's Miracle Network
Susan G. Komen for the Cure
� Announced at the 2009 RE/MAX International Convention, RE/MAX
International is now a National Sponsor of Susan G. Komen for the Cure. Komen
COO, Kimberly Simpson, addressed the convention crowd with the news.
� The annual Survivor Luncheon and Fashion Show at the international
convention raised over $10,000.
� RE/MAX recently released the 7th edition of Associated Press RE/MAX
Monthly Housing Report, covering 55 cities in nearly all 50 states. To date, it
has been picked up by the media 395 times with a readership/viewership of
86.9 million, generating an ad value of $2.6 million.
� RE/MAX International now has an official presence at four social
networking sites: Facebook, YouTube, Twitter, and Linkedin.
This capability gives us a new, innovative means to keep in touch
with RE/MAX membership and provide timely messages to the public.
� From Jan. 1 - March 24 the commercial listings side of remax.com received more
than 670,000 page views (an average of 8,000+ views per day).
� The RE/MAX Commercial Information Exchange (CIE) or mini LeadStreet
for Commercial listings, provides a one-stop shop for brokers, owners, investors
and developers to network and access tools and resources to help build their
commercial business. Associates can enter through the Commercial page on
� RE/MAX Commercial print ads appear in more than eight local and national
publications including Real Estate Business and the back cover of
Commercial Investment Real Estate generating more than 1.5 million
The RE/MAX Collection:
� A new ad promoting The RE/MAX Collection appears in the
April/May edition of duPont Registry.
� Space is still available for agents to promote their properties from
The RE/MAX Collection in the May 29, July 31 and Aug. 28 editions of The
Wall Street Journal. Contact Re/Max of Orange Beach for more information. 251-981-2400.