The two entities recently entered into a marketing agreement that designates RE/MAX as the official real estate partner of the Falcons.
“RE/MAX of Georgia already sees this as a multi-faceted marketing partnership with the Falcons as a major win for both our organizations,” said its Regional Services CEO Dane Ellison. “It’s going to be a great year.”
The deal makes the firm, the top real estate firm in the state, the first company of its kind in the Southeast to land Atlanta’s NFL franchise.
The pact is viewed as an integral component of the Denver-based real estate giant’s sports marketing initiative — with part of the strategy’s central aim increasing franchise sales and recruiting and retaining agents.
As part of the deal, the entire Gate C section at the Georgia Dome has been transformed into the “RE/MAX Zone” for the 2013 NFL season — courtesy of large red, white and black signage sporting the firm and team logos.
The firm will also be on air during the Falcons Game Day Live pre-game show, offer tethered hot air balloon rides at select Falcons Landing events and have an online presence on the team’s website.
Its real estate agents will also be tasked with helping Falcons associates find home buying opportunities.
The Neighbor Newspapers last week caught up with the firm’s Regional Services Sales and Marketing Director Jay Garrity — whose purview consists of 300 regional offices — at last week’s event at the Dome unveiling the Falcons’ latest collaboration.
The following are snippets from that conversation:
on the bottom line
“It is a great way to create additional awareness and get the RE/MAX name in front of potential home buyers.
“The marketing aspects line up perfectly … RE/MAX is the No. 1 brand in real estate. From our perspective, it’s a perfect fit … when you get with somebody of the same caliber.”
on making the move
“I’m a big fan of sports marketing … and the Falcons are obviously the right choice.
“It’s rare for a real estate company in the Atlanta area to [undertake] something this big — it took a lot of effort. A lot people do local sponsorships — and we do those as well — but this is quite [different].”
on the perks
“Branding is the best part of it … Our [logo] balloon rising up under the [Falcons’ slogan] ‘Rise up’ makes for a pretty good marriage.”
on the expiration date
“The partnership will run through January, with an addendum [that would allow] for RE/MAX advertising extensions for playoff games and the Super Bowl.
“The Super Bowl [financials] come at a premium, but it’s well worth it.”