RE/MAX is looking to rebuild brand awareness with a younger generation of homebuyers while further modernizing the brand.

In a new campaign created with agency Arrivals + Departures and driven primarily by OLV and social that it has called “Street Smarts,” the brand has launched a series of educational videos that discuss core real estate concepts and terminology – ideas such as “bully offer,” “home staging,” and “ROI.” The campaign isn’t in response to any particular data or demand, but is intended to demystify a market that “has changed dramatically over the past five years,” according to Melissa Clemance, executive director of brand for RE/MAX.

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“Real estate is one of those topics that’s kind of like the weather – everybody is talking about and interested in it, and everybody has heard or knows something,” she explains. “But there’s a lot to know when it comes to the real estate process. This is about showcasing that complexity, and helping Canadians where they are at within it.”

The campaign primarily takes the form of a five-part video series being shared across RE/MAX’s owned media channels, including YouTube. The video series is supported by a paid media campaign, which is running through to Dec. 11 and includes 15-second teaser and 90-second full spots across social (Facebook, Instagram and TikTok) that drive viewers to RE/MAX’s blog, which houses the full series.

Those social spots are paired with paid custom content on Narcity, a test of custom content integration as the brand considers adding it to their paid media mix moving forward, Clemance says.

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The series “primarily looks to connect with the younger first-time buyer and move-up audience, as well as people who aren’t even really in the process yet,” she says. “Gen Z knows they need to get housing and knows the market is of interest to them, but they’re not involved in the process.”

This is not the first time that RE/MAX has tried to speak to young, would-be homebuyers. Earlier this year, it employed the mythical unicorn in a campaign aimed at younger audiences, while last year it tried to position itself as a challenger brand in order to appeal to buyers who might not be looking for a major real estate brand.