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RE/MAX refreshes its brand to appeal to millennial buyers


remax rebrand

Yesterday RE/MAX launched its “refreshed RE/MAX brand” which “better represents the enthusiastic entrepreneurs who comprise our network”, according co-CEO, Adam Contos.

“Great brands evolve, and RE/MAX is no different. We believe the updated balloon and wordmark will help our agents grow their business and give them an even bigger competitive advantage in digital, social media and mobile marketing.”

With this in mind, and on point with North American statistics, for the past four years the largest group of homebuyers have been millennials, which comprise 34% of buyers in the US.

“Buyers who are 36 years old and younger continue to purchase homes at a higher rate than other age groups,” said Pete Crowe, RE/MAX senior vice president of communications and marketing. “At the same time, real estate tools and technologies have drastically changed the way we help people buy and sell houses.”

Adrian Goslett, regional director and CEO of RE/MAX of Southern Africa, agreed, saying the large majority of home buyers in South Africa are younger than 36 years old.

“As a brand, we need to adjust to the evolving real estate sector in which we find ourselves,” said Goslett. “Younger-generation buyers are using technology to search for homes and to stay relevant we need to move with the times. The refreshed brand is a proactive move to continue to position RE/MAX agents as industry leaders for the home buyers and sellers of today and tomorrow.”


David A Steynberg, managing editor and director of HomeTimes, has more than 10 years of experience as both a journalist and editor, having headed up Business Day’s HomeFront supplement, SAPOA’s range of four printed titles, digimags Asset in Africa and the South African Planning Institute’s official title, Planning Africa, as well as B2B titles, Building Africa and Water, Sewage & Effluent magazines. He began his career at Farmer’s Weekly magazine before moving on to People Magazine where he was awarded two Excellence Awards for Best Real Life feature as well as Writer of the Year runner-up. He is also a past fellow of the International Women’s Media Foundation.

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