SCOPE
Value proposition and communication ideas
Challenge
RE/MAX is the real estate market leader in Portugal, with a network of thousands of agents. It wanted a strong value proposition, different ideas for the future, and more alignment and pride across the whole network.
Process
We brought agents, agency owners, directors, marketing and training together in the same room. We started with an unexpected question, "are you looking for a home?", and moved on to risk anticipation, attribute prioritisation and pitch exercises. In the ideation phase, the groups generated hundreds of ideas, which the participants filtered and voted on.
Results
A powerful human insight: no one sells their home without having another one in sight.
Around 320 ideas generated and 12 finalists, voted on by the whole room.
A shared definition of what the brand should be for those who represent it.
