National Television Advertising

Our 2006 national TV campaign outpaces all others in the industry. The RE/MAX share of voice reaches over 50 percent, meaning we air more ads than all of our competitors combined.

This year’s ad campaign asks “Where Do You Want To Be?” The question positions RE/MAX as the answer not only for customers wanting to find their dream home, but also for prospective agents with lofty goals in business, and life.

More than 9,200 TV spots ran in the first three quarters of 2006 alone, generating an estimated 8 billion impressions in the United States. This is not to mention the worldwide TV exposure from RE/MAX ads airing in Europe, Southern Africa, Australia, and elsewhere.

RE/MAX advertisements appear during some of the most-watched shows on television, including “Good Morning America,” “60 Minutes,” “Lost,” “CSI,” “My Name is Earl,” “20/20,” “The Office” and “Deal or No Deal.”

Additionally, RE/MAX TV ads run on cable stations such as A&E, Discovery Channel, ESPN, The History Channel, HGTV, and dozens of others.

Advertising Impact Summary

National Radio Advertising

In 2006, RE/MAX radio ads ran on popular programs across the spectrum—from Casey Kasem’s American Top 20 to sports with Mike & Mike to talk with Larry King and comedy with Steve Harvey.

Overall, RE/MAX ads will air on the shows of 25 different national personalities, many of whom also offer personalized references or anecdotes about RE/MAX as part of their broadcasts.

Our radio sponsorship also includes Westwood One coverage of the year’s most popular sporting events—including golf’s U.S. Open and Masters tournaments, the NCAA basketball championship and NFL football games. The RE/MAX name is often cited during the sporting action itself, as announcers reference the “RE/MAX Broadcast Booth,” the “RE/MAX Outstanding Play of the Game,” and other tie-ins.

In 2006, RE/MAX ran ads on XM Satellite Radio, which has approximately 8 million subscribers.

National Print Advertising

In 2006, RE/MAX ran 66 full-page, color ads in 11 consumer magazines. RE/MAX reaches a broad audience wtihin our target demographic with ads in category-leading magazines such as Time, People, Better Homes & Gardens, Money and National Geographic. Along with the message from the ads themselves, the prestige of these publications creates a positive impression of the RE/MAX brand for consumers.

Additionally, RE/MAX targets industry professionals in trade publications. RE/MAX recruiting ads in real estate magazines help grow the business of Broker/Owners. Other ads promote RE/MAX’s speciality services offered through the Relocation and Commercial divisions, as well as Heading Home, which offers incentives for renters looking to become homeowners.

Internet Advertising

2006 ushered in a new era for the RE/MAX website, remax.com, as RE/MAX targeted the nearly 75 percent of homebuyers who start their home search online.  RE/MAX compiled a national network of ILD/IDX websites, enabling them to display listings beyond those of just RE/MAX agents.  Exclusive to remax.com, the service provides consumers a single portal for their home search.  The back-end system—LeadStreet—traffics these leads directly to RE/MAX agents, with no referral fees attached.

Additionally, RE/MAX increased the visibility of RE/MAX links on the results pages of search engines, including Google and Yahoo. The initiative is expected to attract 24 million unique visitors to remax.com, where they can then connect to agents and offices in their area.

A significant portion of the RE/MAX print, radio and TV campaigns tout the new functionality of remax.com to consumers.

Sports Sponsorships

RE/MAX sports sponsorships reach a broad range of interests within our target demographic, while tying the brand to the sporting action.

The RE/MAX World Long Drive Championship features golf’s biggest power hitters in a competition of distance and accuracy. RE/MAX offices around the world host qualifying events, which culminate in the championship that’s televised in the United States, Canada, Japan and much of Europe.

No fans show more brand loyalty than those in auto racing, and RE/MAX revs up high-octane exposure as the title sponsor of the ARCA RE/MAX Series. Each year, RE/MAX reaches more and more race fans, who watch the action live or via national broadcasts on cable TV’s SPEED Channel.

In the spring of 2005, RE/MAX stepped onto the field as the official real estate sponsor of Little League Baseball and Softball. A grand-slam partnership resulted, with RE/MAX connecting with families and scoring exposure on ABC, ESPN, and ESPN2—all while helping children.

Personal Promotion

As extensive as RE/MAX’s corporate-level marketing is, this represents just a fraction of the overall RE/MAX promotional effort. Each one of the more than 120,000 individual RE/MAX Affiliates contributes to an immeasurable cumulative impact that spans the globe.

Whether it’s a series of fliers produced by an agent in Los Angeles or an office billboard in Bahrain, each individual effort benefits every other agent in the system. Unlike agents at other real estate networks, RE/MAX Associates are free to advertise when, where and how much they—not corporate headquarters—see fit. Individual advertising combined with the national campaign results in upwards of $1 billion spent on RE/MAX promotions around the world.

Community

RE/MAX Affiliates’ charitable efforts have served as a cornerstone for the network since its founding in 1973. RE/MAX partners with the Susan G. Komen foundation in the fight against breast cancer. As part of the charity’s popular Race for the Cure series, RE/MAX co-sponsors the Survivor Recognition Program. In this program, the RE/MAX corporate logo appears on the signature pink T-shirts, ball caps and back signs, which honor those who have battled the disease. RE/MAX has been involved in 114 Race for the Cure events since 2001.

As the official real estate sponsor of Children’s Miracle Network, RE/MAX helps the more than 17 million children treated at Children’s Miracle Network hospitals each year.

RE/MAX Affiliates everywhere participate in fundraisers to assist the cause, and take part in initiatives such as the Miracle Home Program, where they pledge a contribution to Children’s Miracle Network on behalf of each transation. To date, Affiliates have raised $66 million for the charity.

In response to the hurricanes that hit the Gulf Coast in the fall of 2005, RE/MAX International established the RE/MAX Relief Fund. The fund, now permanent, is designed to assist RE/MAX agents and offices in need throughout the network.

These efforts are in addition to the considerable time and donations that Affiliates contribute to charities in their own communities.

The RE/MAX Hot Air Balloon

It’s one of the most recognizable corporate logos on the planet, and understandably so. At seven stories tall, the RE/MAX Hot Air Balloon grabs attention wherever it flies.

The nearly 100 RE/MAX Hot Air Balloons in operation comprise the largest corporate fleet on the planet. Across North America and around the globe, the balloons are seen soaring over sporting events, as part of business promotions and during balloon meets.

And in logo form, the RE/MAX Hot Air Balloon is even more prevalent. It adorns countless business cards, advertisements, vehicles, yard signs, billboards, websites, t-shirts—the logo is everywhere.

This year, the home-shaped Soaring Home Balloon sales into the sunset while the latest edition to the RE/MAX Balloon fleet—a yard-sign shaped balloon—takes to the sky. This massive airship will fly on a regular basis sometime in 2007.