Real estate giant RE/MAX launches media network to monetize digital properties
RE/MAX enters advertising technology space with new commerce media network, targeting home-related advertisers and buyers.
On December 18, 2024, RE/MAX Holdings, Inc. (NYSE: RMAX) announced the launch of its commerce media network, marking the first such initiative in the real estate industry. According to the company's announcement, advertisers and strategic partners can now reach homebuying audiences through digital and offline initiatives spanning mobile, desktop, email, social media, and experiential channels.
The initiative, supported by media agency Kontrol Media, aims to transform RE/MAX's digital ecosystem into an advertising platform. According to Erik Carlson, CEO of RE/MAX Holdings, the network will leverage the company's websites, email newsletters, and in-property digital displays to create connections between advertisers and consumers during the homebuying process.
Recent data from RE/MAX's digital properties demonstrates significant user engagement. According to Google Analytics data from December 2023 to December 2024, RE/MAX's digital properties attract 7.6 million monthly users and generate over 53 million monthly page views. The average user spends more than four minutes per session and views 4.3 pages, indicating substantial engagement with the platform.
The network's initial focus centers on endemic advertising categories. According to Abby Lee, Executive Vice President of Marketing, Communications, Events and Production at RE/MAX, the company is targeting partnerships with brands in home improvement, insurance, personal protection, design, and home goods sectors.
Industry analysts have noted to Digiday the timing of RE/MAX's entry into the retail media space. According to eMarketer predictions, retail media will account for more than $140 billion in digital ad spend by the end of 2024, with projections reaching nearly $166 billion in 2025.
The current advertising offerings include search result pages, display advertisements, and property listing detail pages. According to company statements, video ad spots are planned for future implementation. The platform's effectiveness will depend significantly on its targeting capabilities, according to Sammy Rubin, Vice President of Integrated Media at digital marketing agency Wpromote.
Boris Litvinov, President at ad agency Left Off Madison, highlighted the potential value of home buying data, noting that property values could provide meaningful insights for advertisers. However, the platform faces competition from established players, including Zillow Group Media Manager, which operates in the same sector.
RE/MAX's digital infrastructure includes 2.5 million registered users across remax.com and remax.ca as of December 12, 2024. The company maintains significant brand presence through traditional channels, generating 7.9 billion media impressions in 2024 and hosting 1,500 events featuring the RE/MAX Balloon and RE/MAX Skydiving Team in 2023.
RE/MAX Holdings operates through multiple brands, including RE/MAX, with more than 140,000 agents in nearly 9,000 offices across over 110 countries and territories, and Motto Mortgage, which has expanded to over 225 offices across more than 40 states.
Financial analysts and industry observers will monitor the network's performance as RE/MAX attempts to create new revenue streams while maintaining its core real estate operations. The success of this initiative may influence similar moves by other real estate companies seeking to monetize their digital assets.