Sustained brand awareness across three locations: this is how RE/MAX is making a name for itself

Switzerland’s leading estate agent has opted for advertising space provided by APG|SGA at three locations in Ticino – Ascona, Minusio and Lugano. In this interview, RE/MAX shares its experiences and offers fascinating insights into the development and impact of the campaigns.

Ascona: a long-term presence for sustainable customer engagement

Why is out-of-home advertising particularly important for your sector?
RE/MAX: In the property agency sector, visibility is of crucial importance. The advertising space in Ascona enables us to maintain a constant presence and to ensure that our offering remains firmly in people’s minds in the long term. Through this ongoing presence, we reach a broad target audience and build trust, which ultimately influences the decisions of potential clients.

What are the benefits of a permanent presence for you?
RE/MAX: This long-term visibility enables us to build strong brand loyalty. Many customers tell us that they were already familiar with us before they were actively looking for a property.
This continuous visibility ensures that we’re there at the right moment and build trust, which significantly lowers the barrier to getting in touch. This makes us the first choice when it comes to property decisions.

Minusio: Mobile reach through bus advertising

Mr Iannuzzi, why did you decide to use bus advertising?
Enzo Iannuzzi: Over the years, I have worked hard to build a strong local presence, and I felt it was time to take the next step. For me, bus advertising was a tool for boosting visibility and brand recognition in the region, but also a concrete affirmation of the path we’ve taken, combined with our good reputation in the industry and the trust we’ve built up over time.

Have you received any direct feedback on the campaign?
Enzo Iannuzzi: Yes, I was recognised straight away! At first, friends and acquaintances sent me photos of the poster on the bus, but before long new customers started pointing it out to me as well. The advert, which blended in with my ongoing self-promotion, proved to be a very effective tool: it broke down the initial barriers and made the first point of contact with those who didn’t know me yet easier and more natural.

Lugano: ‘RE/MAX opens its doors to you’

«RE/MAX opens its doors to you» – what is the meaning behind this slogan in the unusual setting of an underground car park?
RE/MAX: The proximity of our posters to the barriers is no coincidence – it deliberately reinforces the symbolism of our slogan. Every time a barrier opens, a connection is made to our core message: ‘RE/MAX opens the doors to your new home’. The moment the barrier opens is a visual cue that fits our brand perfectly – just as we open up new opportunities for our clients in the property market.

What a brilliant idea! What role do creative ideas like this play in RE/MAX’s advertising?
RE/MAX: Creative ideas are a key element of our brand communication. In a competitive market such as the property sector, it is crucial to stand out from the competition not only in terms of content, but also visually and emotionally. Placing posters at the barriers is a good example of how we use a simple yet effective concept to attract attention whilst simultaneously reinforcing our message. Such displays create memorable experiences – and that is ultimately the key to successful advertising.