RE/MAX 2022 National Advertising Campaign Celebrates the Importance of Home and Defends the Realtors Leading the Way There

DENVER, January 18, 2022 /PRNewswire/ — Home has always been important, but since the pandemic began, many people’s emotional attachment to their homes has grown. For many people, home in recent years has become a place of work, school, restaurant and gathering place – the center of their whole life. Today, RE/MAX, the global real estate franchisor, launched a new national advertising campaign, “The Right Agent can lead the Way,” inspired by the emotions surrounding home and the role a RE/MAX agent plays in navigating them.

The heartfelt ad spots depict real challenges that many people have faced over the past two years with so much time spent at home. “The good agent can lead the Way” includes three broadcast spots: one about a family’s journey to a more suitable home, another highlighting the relentless hustle and bustle of RE/MAX agents, and a third chronicling what it feels like to find “the good”. The stories are told from a variety of perspectives, including buyers, sellers and real estate agents.

“‘The good agent can lead the Way,” highlights the importance of home and celebrates the RE/MAX agents who help people achieve their real estate goals every day,” said Abby Lee, Senior Vice-President, Marketing and Communications at RE/MAX. “We hope that our relevant content, both on the buyer’s and seller’s side of the home, as well as on the RE/MAX agent’s side, will remind people of the true meaning of home and the difference that a good real estate agent can make in the most important financial transaction of their life.”

The 2022 campaign marks the seventh consecutive year of collaboration between RE/MAX and award-winning agency Camp + King. To help inform the campaign, RE/MAX and Camp + King conducted in-depth consumer research to uncover what matters most to buyers and sellers, and how that has changed as a result of the pandemic.

“The events of the past few years had a huge impact on our campaign, and we wanted to reach the public in a very meaningful way,” said Stuart Ketelsen, vice-president of media strategies at RE/MAX. “We have seen an increase in the number of people looking for multi-generational homes, which prompted us to explore this scenario in one of our broadcast spots. We want to show how prepared RE/MAX agents are to navigate the unique conditions faced by many individuals and families.”

The television spots were produced by Cole Webley, an award-winning director known for his emotional, human-centered storytelling. Webley’s work has won a Cannes Lion award and in this campaign he collaborated with award-winning cinematographer Paul Meyer for the three spots broadcast. The campaign also includes eight digital/social spots produced by austin walsh. The digital assets were created with a unique and clean visual style, and they are designed to grab attention while communicating the value of working with a RE/MAX agent. Some of the digital spots even tap into the growing phenomenon of Autonomous Sensory Meridian Response (ASMR) by incorporating relaxing sounds related to house hunting. Three radio spots were also aired as part of the launch.

“This campaign contains some of the best content Camp + King has ever created,” said Emily Dillow, director of brand management and junior partner at Camp + King. “The spots take place in real life, not in a stylized, artistic world. We wanted to capture people’s real relationship with home, from the comfort of a beloved home to the feeling of walking to a place you can’t live without. “they can imagine. their future. There’s something magical about the way these scenes unfold. Our goal was to portray the real-life restlessness mentality of RE/MAX agents who are used to going over- beyond for their clients long after the transaction is closed.

As with previous campaigns, RE/MAX agents can personalize 2022 ads on the RE/MAX Hustle website with their name, photo, contact details and a short message. Due to the customizable nature of, there is virtually no limit to the number of variations or posts an Affiliate can create for distribution on their local networks.

All the video content of the RE/MAX 2022 national advertising campaign is available on the RE/MAX YouTube channel.

About the RE/MAX network
As one of the world’s leading real estate franchisors, RE/MAX, LLC is a subsidiary of RE/MAX Holdings (NYSE: RMAX) with more than 140,000 agents in more than 8,600 offices in more than 110 countries and territories. No one in the world sells more real estate than RE/MAX, as measured by residential transactions. RE/MAX was founded in 1973 by Dave and Gail Liniger, with an innovative entrepreneurial culture offering its agents and franchisees the flexibility to operate their business independently. RE/MAX agents have lived, worked and served in their local communities for decades, raising millions of dollars each year for Children’s Miracle Network Hospitals® and other charities. To learn more about RE/MAX, to search real estate listings or find an agent in your community, please visit For the latest news on RE/MAX, please visit


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