RE/MAX launches media network to boost ad revenue 

RE/MAX has developed a new platform — the RE/MAX Media Network — to connect advertisers with the brand's consumer audience, the company announced today. 

What is the RE/MAX Media Network? The "commerce media network" — the first of its kind to be launched by a real estate brand, according to a news release — will give housing-related advertisers access to the RE/MAX audience through the brokerage company's existing digital services, including websites, email newsletters and other digital displays.

"We are connecting buyers and sellers, but we are also creating a dynamic marketplace where brands can engage with consumers in meaningful ways while reinforcing the RE/MAX brand's leadership in innovation and consumer-centric strategies," RE/MAX Holdings CEO Erik Carlson said in the announcement. 

Advertisers will include home improvement, financial services and lifestyle brands.

Why now? The rollout of the media platform, which serves as a new revenue stream opportunity, comes at a time when the industry continues to see slow sales and falling profits, and real estate companies are looking for creative ways to cut costs and increase revenue through new initiatives or ancillary services.

RE/MAX has faced a number of unique challenges during the slowdown, including a leadership shakeup and two years of declining U.S. agent counts. Revenue has also fallen for several consecutive quarters, but during the company's most recent earnings call, Carlson noted that efforts to "develop new revenue opportunities" have improved margins, "which is an encouraging trend."

This new initiative appears to align with those efforts.

Tapping into a large audience: RE/MAX's U.S. and Canadian websites have more than 53 million monthly page views with an average engagement time of more than four minutes, according to the company, which used Google Analytics data. 

RE/MAX is working with media agency Kontrol Media to launch the new network.