Abby Lee, senior vice president of marketing and communications at RE/MAX, oversees the planning and execution of U.S. national advertising campaigns and directs media strategy within company-owned regions. She also leads the marketing, communications, PR and social media groups at RE/MAX World Headquarters.
In 2019, under Lee's guidance, RE/MAX rolled out a new tool for agents that creates customized video content on the spot. To create a customized video to send to a client, agents visit the RE/MAX Hustle portal via remaxhustle.com and add personal details, upload a headshot and choose three pre-made clips that illustrate features or benefits, such as a 3D home tour. Then, they choose music. In less than a minute, they've created a 00:15 spot that can be immediately shared via email or uploaded to Facebook, LinkedIn or Twitter. There are more than 11,000 possible combinations marketers can make from the provided assets.
Lee also recently tackled the enormous task of communicating the release of a new RE/MAX-exclusive technology platform called booj both internally and externally. The creative marketing campaign included movie-themed teasers.
Lee started at RE/MAX in 1998 as a media buyer/planner and says, “It's a wonderful feeling to have the same passion for the network as I did when I first joined the RE/MAX family 21 years ago. Constantly ideating and creating innovative tools to activate our vast network so that agents can focus on what they do best—helping homeowners and sellers achieve their dreams—is incredibly fulfilling.”