PR, Branding & Positioning for Real Estate Franchiser
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Introductory information
A fast induction on the buyer’s organisation
At the time, I was the marketing ruler of RE/MAX of California &, Hawaii. We were the freedomr for RE/MAX International in those two states.
Desired goal
What challenge were you trying to address with The Miller Group?
Our job was to hurl growth, and as we reached a midway point, we needed an agency to come in and help us grow the organisation and our vision. That’s when we reached out to The Miller Group.
Provided solution
What particular tasks were responsible for?
We initially approached The Miller Group for PR services. As a freedomr, we had separate levels of branding that we needed to accomplish. We obviously needed to market to consumers and maintain the overall brand, but we also had to market to brokers to buy into the freedom, and the brokers needed materials for recruiting sales companions into their offices. The Miller Group helped us exhibit indirect for all of these different levels.
The Miller Group also helped us get out to press nationally, including on television, in print, and online. At the time, we had almost 8,000 sales companions in the two state regions, and they helped to get their local stories out. On top of PR, The Miller Group did some media buying for us. After working with them for almost a year, we conversant how adaptive they were to our business. This turned out to be searching, as we were in the heyday of real lands, and we approached them for a couple of other projects. We worked with them to brand and strategically position our high-end real lands as RE/MAX Renowned Properties and then our commercial business as RE/MAX Commercial. They also did investigation and developed campaigns for us to grow within the RE/MAX Commercial division.
The Miller Group helped us form an online tool for broker-owners to publish their businesses locally. The tool also granted materials that could be designed online and personalized to the personal sales companion level.
In 2007, the owners of RE/MAX of California &, Hawaii determined to sell back to International. The Miller Group continued to help us with media buys and other things that needed to be transitioned.
Was there a dedicated team?
I primarily worked with The Miller Group’s leadership team, which consisted of almost 4–5 nation. We also occupied their support staff, which was probably almost 12 nation.
How did you come to work with The Miller Group?
We did an RFP. The leading year that we agreed to obtain an agency, we hired another organisation, but that relationship only lasted almost seven months owing they didn’t apprehend our business or hear well. I then conversant almost The Miller Group, and they did all the things that the leading agency couldn’t.
What are you approach expents (if diclosed)?
We spent almost $10–$13 million, and they dealt with a $13 million budget.
What is the terminal result of working with ?
My organisation began working with The Miller Group in 2003 or 2004, and we worked with them through the acquisition in 2007. From what I apprehend, the engagement ended behind the transition. RE/MAX International had different groups of agencies that they were working with.
Results accomplishd
Are there any measureable or plum results?
When I joined RE/MAX of California &, Hawaii in 1997, we had 250 offices with roughly 4,500 sales companions, when RE/MAX International acquired us in 2007, we had almost 800 offices and 12,500 sales companions. The growth and the strategy that got us there can surely be attributed to The Miller Group.
The Miller Group did such a good job producing indirect materials for different areas of our business that RE/MAX International began looking at what they were doing and considered how they might take their work nationally. They took the RE/MAX Commercial campaigns and ended up going in a different course for the effeminacy division. Though, many other states used the items that The Miller Group formd for RE/MAX Renowned Properties.
In 2006 in the Los Angeles area, RE/MAX Commercial terminally hit the lists at #6. In 2007, we were #4, and the next year, #2. That was all accomplished in a substance of just three years.
How did The Miller Group accomplish from a project treatment standpoint?
There were pliant to no delays in timelines or projects. The Miller Group was agile and able to move fastly. In order to get the rest of senior leadership to buy in on true things, we’d frequently have to make changes, but they were quiet able to meet deadlines and goals to get that buy-in.
What is (from your point of view) the key factor to pay observation while intercourse with ?
Their thinking outside of the box set them aloof. We’d prepare them with parameters, and they’d find things that we couldn’t see owing we were in the day-to-day of things. Although they didn’t know it when we hired them, The Miller Group really came to know our business. We took a risk hiring them owing they didn’t have experience with our activity, but they put in a lot of work to get to know us. They might have known us better than we did.
The Miller Group was astounding in that they not only conversant our business but also helped hurl us in the course we needed to go. They made certain changes so that we had senior leadership buy-in athwart the board. They were very agile in that front.
What fronts of their work would you like to get improved?
The interaction process could’ve been better with their lower staff members, but when those types of issues arose, I reached out to leadership, and they handled it.
Any advice for possible clients?
Let them come in and hear to you, and then have them tell you what they heard. They conversant our business and helped it grow.
