Five business premises already capture the essence of the global REMAX ‘brand evolution’ with the Pimpama, Gold Coast office of REMAX Revolution; the newly opened REMAX Sunshine in Maroochydore on Queensland’s Sunshine Coast; REMAX Infinity in the Sydney suburb of Eastwood; and REMAX Metro at St Leonards on Sydney’s North Shore in the first set. Another seven new locations are imminent.
Josh Davoren, REMAX Australia Operations Director said, “This brand evolution is refreshing, a simplification of the best hallmarks of the previous decades, and unmistakably REMAX.”
“At REMAX, we see such global powerhouses as McDonalds, Coca Cola and Nike as our cohorts. These aren’t just brands; they are icons in their respective domains.”
Davoren explained that digital and external office reimaging were the first two stages of the complete brand evolution.
“Ours is a brand carved in more than 110 countries and with almost 150,000 members,” he said, “and I doubt whether another real estate brand has launched change with such confidence,” he said.
In today’s digital world, the homebuying and selling journey starts online almost 100 per cent of the time.
Davoren said to stand out, a company must optimise its brand identity for digital channels, making it more eye-catching, engaging, and impossible to scroll past.
“Are we seeing the first ever digitally driven change to a real estate brand, in Australia or globally, with this REMAX brand evolution?” he asks.
“As an agent, as a real estate business… how you show up online is critical, so REMAX has put these refreshed brand assets – the tools needed to shine on social media channels and in digital advertising – into agent’s hands.
“As the market evolves and competition intensifies, we must ensure that our brand continues to rise above the rest, and we are repositioning for coming decades.”
REMAX has always had its focus on its people, believing that the greatness of its brand emulates from the greatness in its productive entrepreneurs.
“REMAX is reclaiming the ascendancy on personal promotion,” Davoren said.
“It is the first major real estate brand to launch a logo that allows the agent to be central to the conversation – the flexibility to be in the middle of the iconic RE😊MAX in digital formats.
“Putting the agent truly at the heart of the brand through tools and resources is living and breathing the agent centred REMAX culture.”
“Other brands in the market have been following the REMAX lead on agent-centric vision for decades, and certainly we’ve seen it over the 20-plus years of the brand in Australia.”
Davoren said it was critical the brand identity remained modern, iconic and reinforced key attributes like market leadership, trustworthiness, and innovation.
“REMAX Australia is constantly moving forward with new resources, new platforms and new technologies, but, importantly, while part of a greater network, we are a brand that is inherently local, with the ability to mould these into our real estate landscape.
“It is one of the tremendous benefits of being part of a globally recognised real estate brand that allows true flexibility.”
With considered research behind the refreshed design, what can the industry and the consumers expect from the new REMAX iconography? Three key elements, Davoren says.
“Most noticeable is the refreshed, digital-first balloon icon and logotype; agents can place an image between ‘RE’ and ‘MAX’; and branding is modern and looks especially good on social and digital platforms.”
Davoren believes the rebranding is strategic and well-executed.
“With the strategic digital-first approach, agents could immediately download new resources and incorporate them into their social marketing. Refreshed branding of physical assets, such as sign boards, will continue to roll out, and the refreshed branding and the existing branding will work in tandem to maintain and increase brand awareness, recognition and trust.
“The REMAX balloon is a powerful image in real estate, and it’s been around for 47 years. This contemporary take on its iconic style is a sleek, digital-friendly stand-out graphic that’s perfectly designed for the future.”
He said business owners and agents across the Australian network were proving eager to adopt the new look elements across socials, marketing materials and signage.
