BrokerageIndustry News

RE/MAX has national TV to itself

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RE/MAX International Inc. was the only real estate franchise promoting its brand in national television advertisements during the first three months of the year, the company said in announcing a new series of 30-second spots. Last year, RE/MAX had a 50 percent share of national TV ad impressions generated by real estate franchises, the company said, citing figures from Nielsen Monitor-Plus. Century 21 was next with 23 percent, followed by Coldwell Banker (21 percent), and ERA and Prudential, which each had 3 percent of national TV ad impressions in the category. Impressions are an estimate of how many times an ad is seen, which depends largely on how often it airs and the popularity of the program it appears on.A number of brokerages have stepped up their online marketing presence during the downturn, sometimes in conjunction with reduced expenditures on advertising in traditional media like print and television.After Century 21 announced in January that it would stop running...