How Re/Max pivoted for Pride Month during the pandemic

With lockdowns forcing events online, the team had to envision how it could engage LGBTQ consumers in new ways.

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Sometimes the best storytellers and advocates are your own employees.

That’s what the team at Re/Max learned when it began to craft a campaign for Pride Month this year. Kayla Roofe, senior social media manager for the organization, was able to bring in real estate agents who identify as LGBTQ to share their stories and what “home” means to them.

The result was a winning social media campaign that told an important brand story online and built community at a time when in-person gatherings are restricted.

The roots of the campaign go back to 2019, Roofe says.

“In 2019, RE/MAX joined the Business Coalition for the Equality Act alongside 200 leading brands in support for the Equality Act. … We celebrated this historic moment by flipping our social channel profile photos to the Pride flag on June 1st 2019, and throughout the month, we shared articles and creative content on how to be a better ally and real estate agent to these groups through education and acceptance,” she says.

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