Re/max has recently been practicing pure “puffery”, conducting a national radio and TV advertising campaign that claims they are, “Canada’s Favourite Agents”.
While new agents are taught that you can’t make such claims unless the source or basis on which the claim is based accompanies the ad, most tenured agents know better.
Since any claims in advertising must comply with all applicable laws here in Canada, including the Competition Act, one must assume that Re/max has been thorough in performing their due diligence, and provided sufficient information to enable informed consumer choice. Yeh right!
This advertising is not particularly professional, shows a complete lack of any substance or real value, and does nothing to enhance the public perception of Re/max, or our industry.
IMHO, resorting to “puffery” really cheapens our profession and industry, neutralizes national efforts to correct and promote favourable public perception and professionalism, and seems counter intuitive.
In fact I’d be embarrassed if I were a Re/max agent knowing this is where my fees were going, and I wouldn’t be in a hurry to get on that balloon if I was a prospective agent either.