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In business, as in life, it takes vision to imagine possibilities and hard work to make them a reality. It’s a simple, straightforward philosophy—and the foundation the RE/MAX network was built upon.

That philosophy also translates to buying and selling properties. Consumers from all walks of life work hard, save money and make personal sacrifices to achieve their real estate goals. Sometimes, when evaluating what appears to be a dream home, they tend to see only what they want to see.

But what they don’t see in online photos or during a quick showing is important, too. And that’s where the insight of an experienced agent is so vital.

In recent years, RE/MAX associates have sharpened their insights to respond to market shifts. As part of a global network with more than 96,000 agents, they’ve shared best practices from all over the world. They’ve learned through their own experiences closing transactions—at a pace unmatched at most brokerages. They’ve taken advantage of an incredible educational platform. And collectively, they’ve evolved as professionals, never content with the status quo.

As the housing market continues its recovery, RE/MAX agents are fine-tuning their businesses by nurturing and strengthening long-term client relationships. And the brand’s advertising helps them, by illustrating to consumers the deeper, more meaningful role a RE/MAX agent can play in a real estate transaction.

Beyond their Dreams
Visionaries. Trusted guides. Leaders. These are the kinds of people attracted to the RE/MAX system. They’re also the keywords behind the 2014 national advertising campaign.

Chicago-based powerhouse ad agency Leo Burnett created the campaign. Masterminds of some of the most prolific ad campaigns in the world—Tony the Tiger, United Airlines’ “Fly the Friendly Skies” and Allstate’s “Mayhem,” to name a few—Leo Burnett helped RE/MAX re-examine its brand purpose.

The result was the “Dream With Your Eyes Open” ad campaign. It’s a multifaceted effort that includes television, radio, print, Web, social, outdoor and digital components—all sending a consistent message:
RE/MAX agents are skilled at guiding buyers and sellers through a transaction.

“RE/MAX agents are the best at what they do because they invest in their relationships with clients as well as their own personal success,” says Mike Ryan, RE/MAX executive vice president, Global Communications and Branding. “What you see in the TV commercials is a heightened emphasis on the value a RE/MAX agent brings to a buyer or seller.

“The ads tell consumers that the right home is better than a perceived dream home, and that a RE/MAX agent will be there every step of the way, guiding them through a sometimes complicated process.”

RE/MAX has led all other real estate brands in national TV advertising in the U.S. since 2002, and it continued a strong advertising presence even when other real estate brands scaled back dramatically, Ryan says. RE/MAX ads drive traffic to, and more than 14 million referral-fee-free leads have been generated and delivered to RE/MAX agents.

Ultimately, those agents are the best advertising there is. For instance, Brian Teyssier, a tech-savvy sales associate with RE/MAX Advanced REALTORS® in Pittsburgh, is well known for delivering exceptional service in his market. He’s received hundreds of online reviews from clients raving about their experiences with him.

For Teyssier, being a guide for his clients is something he takes seriously.

“I succeed where others might fail because I’m available to my clients when they need me; I make their lives easier,” Teyssier says. “My online reviews from past clients help me earn the trust of everyone I work with.”

Deliberate Planning
Online reviews are an emerging concept welcomed by RE/MAX leaders. In fact, having the vision to anticipate important shifts and the courage to address them has always been a RE/MAX strength. For instance, early on in the downturn, RE/MAX Chairman and Co-founder Dave Liniger encouraged RE/MAX agents to learn how to work with distressed properties. They listened.