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RE/MAX - THE MOST TRUSTED BRAND IN REAL ESTATEPeter Gilmour, Chairman of RE/MAX of Southern Africa talks about creating and maintaining a strong, credible and trusted brand Readers Digest Canada conducted a survey in October last year to determine which brands are the most trusted in the country. The survey, which was undertaken by Harris/Decima on behalf of Readers Digest, asked 1 500 consumers to pick the brands they trust the most in 28 different categories. The survey focused on three areas: which brands survey participants trusted most in each brand category, drivers of brand reputation and the impact of Readers Digest's Trusted Brand seal. According to the survey, 49% of consumers would trust a product more if it had the Trusted Brand seal, and 44% say they're more likely to purchase a product if it has the seal. Through this survey, consumers voted RE/MAX as the most trusted residential realtor. The company shared the top spot with other established international brands such as Visa, which was awarded as the most trusted credit card , Toyota, which was voted to be the most trusted passenger car manufacturer and Kellogg's, the most trusted breakfast cereal manufacturer. Says Peter Gilmour, Chairman of RE/MAX of Southern Africa: "The property industry is a particularly challenging one in which to create, build and establish a brand that is associated with ethics and integrity. The results of this survey, however, show that real estate players can proactively revive the industry's reputation by educating clients on how to distinguish between the good, the bad and the ugly." Gilmour notes that the key to success in any business it the ability to build on strengths and effectively manage weaknesses. "Research has shown time and again that people like to be associated with a strong, reliable brand. The RE/MAX ethos and business principles are firmly entrenched into every office in every country in which the brand operates," says Gilmour. "And this has ensured that RE/MAX has consistently ranked as the leading real estate brand in a number of countries, including South Africa." It is because people trust estate agents with the most valuable asset they will possibly ever own that there is such a big responsibility to act with integrity. "Unethical estate agents have done our industry immense harm and it is up to the ones that operate with integrity, professionalism and pride to address this negative perception in the marketplace," Gilmour concludes.
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