Refreshing a model isn’t any small feat, particularly when that model is synonymous with a complete trade. The RE/MAX balloon has lengthy been one of the crucial recognizable symbols in real estate, representing belief, consistency and market management. However in a digital period the place consideration spans are brief and model presence should translate seamlessly throughout screens, even probably the most established manufacturers must evolve. To debate how RE/MAX balanced modernization with legacy in its latest emblem refresh, HousingWire spoke with Abby Lee, Govt Vice President of Advertising and marketing, Communications and Occasions at RE/MAX, concerning the technique, analysis and imaginative and prescient behind reimagining a worldwide icon.
HousingWire: The RE/MAX balloon is likely one of the most recognizable symbols in actual property. As an organization identified for main in model consciousness, what prompted the choice to refresh such an iconic emblem?
Abby Lee: The facility of the RE/MAX model has been unsurpassed for years. It’s helped numerous associates stand out and construct their enterprise to heights they by no means imagined. A part of that energy comes from consistently evolving and modernizing our emblem, which has really been up to date a number of occasions by means of the years. Our emblem is a mirrored image of the deeper evolution of our enterprise and worth proposition. RE/MAX has at all times advanced, however the tempo has accelerated considerably this 12 months. That’s what industry leaders do – it’s a pure step ahead that makes them even stronger.
HW: We all know that 97% of residence searches start on-line. What insights or analysis guided the design updates to make sure the brand new emblem stands out in as we speak’s digital panorama?
AL: In as we speak’s digital-first world, the way you present up on-line is completely important. The truth is, about 75% of customers price an organization or skilled on how they present up on-line. The brand new designs give RE/MAX agents and brokerages a option to look contemporary, trendy and compelling in social media, on web sites and of their digital promoting. And that may make an enormous distinction when patrons or sellers are deciding who to work with. We did in depth analysis and testing to refine the brand new designs – and we’re very happy with the place issues landed. We needed to make it not possible for customers to scroll previous a RE/MAX agent or workplace, and the brand new designs completed that purpose.
HW: RE/MAX Holdings CEO Erik Carlson just lately stated that brokers are the lifeblood of RE/MAX, and that’s why you’ve enabled them to insert themselves proper into the branding. What’s been the response to this point? How impactful is it when entrepreneurs join themselves to a worldwide model?
AL: The response has been unimaginable. Associates are thrilled with the idea, and it’s unleashed a wave of creativity and enthusiasm for the model. In lots of respects, it was top-of-the-line choices we made within the refresh. In spite of everything, permitting brokers to place their very own photos into the wordmark may be very symbolic. It’s now not the model over right here and the agent over there. Now, they’re intertwined and introduced as one. And that’s precisely the way it needs to be.
HW: Refreshing a legacy model comes with its personal set of challenges. How did you strike the appropriate steadiness between modernizing the look and preserving the heritage that brokers and customers join with?
AL: Change might be laborious for folks, particularly after they’re seeing you replace a wildly in style emblem meaning a lot to so many – associates and customers alike. It’s even tougher when the emblem nonetheless seems to be good and continues to be efficient. On the identical time, we knew it was the appropriate factor to do, particularly after we noticed the potential influence on-line.
The brand new designs are significantly better in that surroundings – they honestly stand out from the ocean of sameness. We anticipated some pushback after we unveiled the brand new look, however we additionally heard from associates who liked it instantly.
HW: Have you ever seen any early influence from the refreshed branding on recruitment and shopper recognition?
AL: Anecdotally, I feel it’s helped on each counts – because it’s a part of the very constructive vitality we’ve constructed all through 2025. However we additionally wish to dig deeper, as a result of most of our key choices are backed by data, so we’re surveying the membership in addition to customers about all facets of the model and the worth it delivers. I feel the suggestions will verify what we imagine – that the work we’ve finished this 12 months, together with the refresh in addition to a brand new world referral platform, new advertising automation platform and new social media instruments, is making RE/MAX extra interesting than ever.
HW: As the true property market continues to evolve, how do you see the RE/MAX id adapting to remain forward of the curve?
AL: RE/MAX is the house of trusted, productive professionals. That’s been our id for years – and it hasn’t modified within the flurry of main initiatives and model enhancements we’ve rolled out this 12 months. With that as the place to begin, nevertheless, the whole lot else is on the desk – and we’ve up to date our know-how, model advertising, digital methods, referral programs and rather more. That course of is much from over – and we have now large momentum and really constructive buy-in from the membership. They like what they’re seeing, and so they’re aligned with our strategic course. Additionally they know we’re not simply making adjustments to make adjustments. The enhancements are intentional and purposeful – all of them designed to assist brokers win extra listings, save extra time, and construct worthwhile companies.
