Re/Max is launching a new web series that offers a behind-the-scenes look at young homebuyers as they search for their first home purchase.

The series, #HomeGoals, was developed in collaboration with Apex PR/ruckus Digital and produced by Route Eleven. It’s hosted by social media personality Ashley Bloomfield and is scheduled to launch in October on Re/Max’s YouTube channel.

Story continues below

“#HomeGoals is intended for millennials who have finally inherited the long-anticipated purchasing power that was previously held by boomers,” says Melissa Clemance, director of PR and communications at Re/Max of Ontario-Atlantic Region. “We understand that in order to reach this younger home-buying demographic, we have to address the reality of present-day home ownership, which often includes compromise.”

Each episode focuses on the home-buying journey, as the featured buyers consider liveability factors and weigh them against other variables, such as price. The company says that in true reality show fashion, each homebuyer takes a home tour with host Bloomfield, to explore the rooms, amenities, finishes and the neighbourhood. Each episode concludes with participants determining what factors are most important to them and whether or not they would consider moving forward with the purchase.

“We really see #HomeGoals as an educational endeavour that is being presented in an entertaining and relatable way,” says Elaine Langhout, director, regional advertising, Re/Max of Western Canada. “We know millennials are spending more time online researching home purchases, which is why we chose to host the series on YouTube – the second-largest Canadian search engine – complemented by the powerful visual storytelling of Instagram.”

The show depicts the inevitable compromises and choices that Canadians face when buying a home, the company says. The participants featured in the five-episode series discuss their decisions in the context of the neighbourhood, their budgetary constraints and their liveability goals.


  1. RE/MAX is always spelled, typed, printed or written in all-caps. It’s a Trademark thing, we’d appreciate you following the guideline henceforth.

    • Thanks for your note about REM and the use of the RE/MAX trademark.

      If you are using the name for any advertising purpose, you are quite right, it must be in caps and with the trademark symbol.

      For editorial, most newspapers and magazines in North America, including REM, follow the Associated Press or Canadian Press Style Books for the news articles. This style does not call for the use of full capitals or the trademark registration mark, even for registered marks.

      It’s a similar situation for REALTOR, which as you know, is also a trademark. It is never seen in news stories in caps and with the symbol. CREA’s official policy says, “To acknowledge the reality of this limitation, CREA’s Rule allows the media to display REALTOR by only capitalizing the “R” and without the trademarked symbol.” Since the very beginning of trademarks, most companies have adopted a similar policy, or simply ignore the mis-use of the trademarks in the news media.

      The reason why newspapers and magazines don’t follow company trademark styles is because the stories are reporting on company news…it’s not about marketing. If you ever see an article in which the company name has the trademark symbol each time it is referenced, you can be pretty sure that the article was paid for by that company.

      Thank you for reading REM.

      • While Jim is not only accurate about crea trademarks I do not believe RE/MAX has ever approved use of anything but the full trademark being used.

        That Said….

        It is 2019 and the fact the press has not moved to word processing software that quickly meets trademark compliance should no longer be accepted. This is especially true with non-trade publications like newspapers.

        The Public seeing a trademark brand as designed immediately attaches a sales pitch to any content around that trademark. CREA years ago moved to allow realtor, specifically for that reason as it allowed the press to quickly republish monthly stats packages in the local newspaper which over time
        became believed as reliable housing market intelligence.

        CREA was so successful that CMHC actually believed CREA issued ReSale Housing Stats each month. It wasn’t until 2015 when CMHC found out CREA was not issuing resale or existing homes data but rather MLS sales. Since that day CMHC has changed all their charts going forward removing the word Existing or ReSale and replaced with MLS in Caps as the trademark requires.

        This article is a marketing tool for RE/MAX and as such they are assigning REM the rights to alter the font required for trademark compliance. This too has undergone substantial change since 2010.

        Hey but what do I know?

        • Nelson

          It’s way too long ago and I don’t remember the details. But there was a story circulating in the 1980 world, that printers using Pantone ink when running their printing presses were required to use only a special colour mix for all RE/MAX paper-print materials, and that the ink colour combo was not permitted to be used by or for anyone else. Do you remember that? Back in the very early 1980’s? Taking trademarking to very serious ends.

          Having worked in the textbook publishing field for many years I was often working with printers, artists as well as the authors, cross Canada universities and their professors as well as their print shops. I sometimes got to choose what was referred to as make-ready including sometimes ink colours choices, and approve artwork for covers.

          So that was my intro to learning so much about print colour choices and matches. So when I moved from a career in the world of academe to a career in real estate nearly four decades ago, probably I found the RE/MAX Pantone story fascinating, that being that no one else was allowed to use printing ink in exactly those shades of red and blue.
          They went to inordinate lengths to protect their brand.

          I wonder if they still monitor that part of the procedure topic.

          BTW – the iPhone auto correct default is Remax.

          Carolyne L ?

          • Ahh old Reflex Blue and PMS 186

            Remember them well. The days when the Registrar really did enforce REBBA in Ontario and if your name was bigger than your brokerage they acted without any complaints.

            Ahh the old you cannot use Caps in your name either.

            Truly sad who low the profession has been allowed to decline since the days you feared not dotting a i.

        • No REM reply button available at your most current comment wherein you wrote: “Ahh the old you cannot use Caps in your name either”

          Kindly expand re:”caps usage” … I don’t understand… are you referring to signage, stationery? The Net didn’t exist back then. Thanks. CL

          • Before RE/MAX the Sales Reps name never appeared on a For Sale sign as you know I am sure. RE/MAX was the first and because of provincial trading legislation and the high degree of regulation the Registrar followed in the late 80s ( lets be honest today Ask Joe should be Ask Joke ) to ensure the Brokerage remained dominant ( which is still actually in REBBA today btw) RE/MAX policy coming up from the USA was the restriction of using Lower Case for your name and designation.

            The rest they say is the rest of the story.

  2. Hi Educational endeavor is a bit tricky. Probably better to stay with information. Someone got called to task recently in BC as the council is the only body allowed in the area of education. That goes out to the public as well.
    Great idea though!


Please enter your comment!
Please enter your name here