Super Realtors Star for Re/Max

“Outstanding agents. Outstanding results” is the theme of Richardson Myers & Donofrio’s new television campaign for Re/Max International.

Three 30-second spots ignore rooms, windows and doors, focusing instead on qualities people say they want in a real estate agent, according to the Baltimore shop.

“Everyone’s idea of a great house is different,” said Ken Majka, RM&D’s chief creative officer. “But everyone wanted the same things from the agents—a friendly, experienced guy who’s also a Navy Seal in negotiations.”

The $30 million campaign broke last week on national network news, sports and prime-time programs. Cable venues include CNN, USA, TNT, Lifetime and Discovery. Print is handled internally; the media business is at Carat in New York.

RM&D won the Denver-based account (previously held in-house) last spring against WongDoody, Seattle; Revolution, Kansas City; and Publicis & Hal Riney and DDB, both in Chicago.

“We presented a trio of strategies with distinct ways to sell the brand,” said agency creative director Margie Weeks.

“When the research plays back, we’ll eliminate the weakest” of the three spots, said Majka.

In an animated version, “Everything You Want Us to Be,” created by Weeks and copywriter Erin Rowe, a “chaos ball” morphs into a genie, tornado, giant guardian, kitten, tiger, spider web and the world. The ad plays to the idea that people want “only one thing from their real estate agent. Everything.”

In “Born to Sell,” directed by Marcus Nispel, Majka created a Re/Max observation facility where babies are tested on their ability to distinguish a Tudor home from a Cape Cod, their cell phone skills, and the natural uses of building blocks. “Re/Max agents average more than 13 years experience. But their ability to respond to customers comes naturally” is the narration that concludes the spot.

“Problems Disappear” is a montage of family images showing the emotional upheaval of moving. In this spot, also directed by Nispel, the agent is never seen but is felt, according to Majka. “You worry about what you need to, and we’ll take care of business,” he said.

“Our agents work the kind of practical magic that lets you take your life to the next level,” says the voiceover, underscoring the campaign’s overall message.