Strong leadership, superior support and competitor-crushing brand presence continue to elevate this dynamic region
By George White || Photography by Christian Fleury
January 2016
With his signature hairdo, permanent stubble and fidgety energy, comedian Andre Sauve is one of the most beloved celebrities in the French-speaking areas of Canada. Millions have laughed at his antics on TV and during his sold-out live performances. Currently, through an aggressive advertising campaign running throughout the Quebec province, they’re watching him talk about RE/MAX.
In three new commercials, Sauve, amid nervous blips and clicks he makes with his voice, personifies the anxiety felt by nearly every homebuyer or seller at some point. Then he explains why he’s able to relax – because he has a skilled, capable RE/MAX agent guiding him through the process.
“RE/MAX brokers. You’ll wonder why you ever considered anything else. They’re really, really good.”
Hover to read English translation. Ah! Osso bucco.
Buying a home is emotional.
You see a house you like and you’re like “Ah! Wow!”
But now you have to sell your house, so you’re like “Oh boy!”
When you see the paperwork you can even get to “Ah yuck!”
Well, that’s when the RE/MAX broker comes in.
Him, HE can take care of the “Oh boy” and the “Ah yuck.” He’s really WOW!
RE/MAX brokers you’ll wonder why you ever considered anything else.
“Oh WOW!”
The message is straightforward. A brand you know and trust. A skilled professional you can count on. A successful transaction. A clear choice.
And what happens when you repeat those themes for 30-plus years and back them with superior customer service?
You build 40 percent market share.
An exemplorary model
In December 1981, when Pierre Titley began his long career as the owner of the RE/MAX Quebec region, he modeled his approach on advice he’d received from RE/MAX Co-Founder Dave Liniger.
Liniger had been clear about the kind of agent who belonged at RE/MAX and would thrive within the revolutionary maximum commission concept. He encouraged Titley to identify solid franchisees and have them recruit only the best agents in the market.
“It wasn’t complicated at all,” Titley says now. “In most places, 10 percent of the agents did 80 percent of the business, so those are the people we went after. We showed them how they could keep more of their income through our system and why they’d do even more sales with RE/MAX. It gave us a solid foundation of great agents at the very beginning, and we’ve never changed that philosophy.”
He had good reason not to. In 1987, just five years after the first office in Quebec had opened, RE/MAX was No. 1 throughout the province. In Montreal, where about two-thirds of the region’s sales are closed, RE/MAX reached 30 percent market share a short time later.
We are the undisputed #1 in real estate in Quebec. It all starts with having the best brokers. We’re successful because of their professionalism, dedication and passion. Pierre Titley
Despite several economic recessions, RE/MAX Quebec has never surrendered that lead. In fact, its grip on top market share in Montreal (39% as of Q3 2015), Quebec City (49%) and province-wide (39%) is as tight as ever. With 3,260 brokers averaging 16.2 residential transactions each (editor’s note: in Quebec, “brokers” includes office Owners as well as Sales Associates) in 138 offices, RE/MAX Quebec shows no signs of slowing down. The region closed a total of 50,733 residential transactions as of third quarter 2015.
“We are the undisputed #1 in real estate in Quebec,” Titley says. “It all starts with having the best brokers. We’re successful because of their professionalism, dedication and passion. They do an incredibly good job for their clients and customers, generating referral and repeat business throughout the province.”
Agent-first approach
Although having the best brokers is certainly the starting point, you can also trace the long-term success in Quebec to the assertive mindset of Titley and his regional team. On all fronts, from promotions and marketing to relocation and business alliances, the operations at RE/MAX Quebec are bold, innovative and designed to improve conditions for the brokers.
That’s always been the case. In the early years, Titley argued with regulators that RE/MAX brokers should be classified as independent contractors rather than employees. His hard-fought victory created a more equitable tax status for RE/MAX brokers and supercharged the network’s growth in the province.
Pierre Titley and the Quebec regional team excel on all fronts, from promotions and marketing to relocation and business alliances – all with the goal of improving conditions for brokers.
From the beginning, the region has been adept at leveraging business relationships. RE/MAX Quebec currently partners with three major lenders who control nearly 65 percent of the province’s residential mortgage business – National Bank, Desjardins and Bank of Montreal. Through these alliances, brokers are able to assist their clients in securing loan products that fit them best – adding another level of service to the transaction.
The region’s relocation company, RELONAT, maintains close ties with major employers throughout the province and referred more than 800 families to RE/MAX brokers in the first eight months of 2015.
It all starts with having the best brokers. We’re successful because of their professionalism, dedication and passion.Pierre Titley
“We do everything we can to drive business to our offices,” says RE/MAX Quebec Executive Vice President Sylvain Dansereau, who has worked with Titley for almost 30 years. “We are successful if they are successful.”
Another key innovation: the region’s signature Tranquilli-T program, which protects buyers and sellers from unexpected events that can delay or disrupt a transaction. Tranquilli-T is an optional but popular offering to all brokers. An example of how it works: If a seller is working with a broker who has opted in, and the buyer dies or loses a job right before closing, the Tranquilli-T underwriters will take care of and then resell the house, allowing the seller to move on as planned. That security can be a tremendous advantage in the battle for a listing.
“Brokers who subscribe to Tranquilli-T give their clients peace of mind,” Dansereau says. “It’s another way RE/MAX brokers can set themselves apart and offer more than their competitors.”
The power of promotion
Another element setting RE/MAX brokers apart is incredible brand awareness.
Titley has always believed in the power of promotion. One of the best decisions he made early on, he says, was almost doubling the amount each broker contributed to the region’s institutional publicity fund. Although shocking at the time, that move enabled the region to market the RE/MAX brand relentlessly. For 30 years, Quebec residents have been constantly reminded that RE/MAX means quality.
In addition to the new Sauve commercials, which appear on TV and online, RE/MAX Quebec advertises heavily on radio, on the Internet, on social media, on billboards, and through an aggressive sponsorship program that includes sports, festivals and other events.
Hover to read English translation. Ho! Cocoa!
When you sell a house, you’d like it to be like Poof! SOLD!
But now wait! Before the Poof! There’s a whole lot of …
He, he, he, wo, wo, wo, yes, yes, yes, no, no, no…
Well, that part, SHE takes care of it!
RE/MAX brokers, you’ll wonder why you ever considered anything else.
She’s good.
“Everybody in Quebec knows RE/MAX. Everybody.” Titley says. “But that doesn’t mean you should stop advertising. It means you should do even more. We’ll never stop investing in brand recognition. It helps every broker in the region.”
Last year, the region sponsored the Canadian TV version of “The Voice,” which drew 3.1 million viewers. It was a strategic and effective move.
“Many of those viewers were millennials who will buying their first home soon. They’re a major target for us,” says Marketing Vice President Marc Cousineau, who’s been with the region since 1991. “Older homeowners probably used a RE/MAX broker when they purchased, so they’ve experienced our quality. We want to reach the younger audience and make them customers for life, too.”
A legacy of giving
As much as quality brokers, steady promotions and business-building innovations define RE/MAX Quebec, another element is just as important and probably even more meaningful: compassionate giving.
For 28 years, RE/MAX Quebec has been a consistent, major supporter of Operation Enfant Soleil, an organization associated with Children’s Miracle Network. All told, RE/MAX brokers in the province have donated more than $20.5 million to benefit sick children and the hospitals that serve them.
“I’m in awe of the generosity our brokers show year after year,” says Titley, who for many years appeared on Operation Enfant Soleil’s annual live telethon. “Our region is filled with passionate people who are truly dedicated to this cause. It’s one more reason I’m proud to be associated with them.”
Looking back on a career spent at the absolute top of his profession, Titley is quick to note that with all he’s accomplished, he did none of it alone.
“I introduced a great idea and a great system to a lot of bold people who were smart enough to seize the opportunity,” he says. “Together, we created the best real estate company Quebec has ever seen. RE/MAX isn’t for everyone, but if you jump in all the way, you can accomplish anything.”
More thoughts from a real estate giant
We used to have trouble with For Sale signs, which came on two big steel posts. You’d put them in the trunk, turn a corner, and Bam! I could walk through a parking lot and spot the real estate agents’ cars right away. They all had dents in them.
When someone comes in and says the market’s tough right now, I disagree. The market’s what you make it. In this business, you have to be an optimist. So how’s the market? The market’s great.
I always say that Dave Liniger has forgotten more about the real estate business than anyone in the room will ever know. And it’s true. But I say the same thing about myself, too. We’ve both been at this for a long time.
More success stories from Quebec
On Top of His Game with Georges Bardagi
Playing to Win with Jimmy Arsenault
Cultivate a Team That Never Quits with Nancy Fiorlini
Great Offices: Firm Thrives for 25+ Years with Anne Beaumier
The post RE/MAX Quebec:
30 Years on Top
– and Going Strong appeared first on ABOVE.