Realty Executives International

Realty Executives International

Services: Public Relations

The Client

Decibel Blue represented Realty Executives International, Inc. (REI) from 2009-2012 when it was one of the fastest growing real estate franchises in the United States, with nearly 10,000 sales associates and approximately 600 franchises. The Phoenix-based, privately held company also had a presence in 24 countries.

The Opportunity

Our retainer began at the height of the recession. Real estate had become a lightning rod for the bigger economic collapse story. Our job was to function as REI’s outsourced communications department. The challenge was two-fold — securing positive news headlines, while avoiding negative ones. Our work proved to be a lynchpin in REI’s growth and retention strategies.

The Strategy

Conversion PR was a primary area of focus, as Decibel Blue supported residential real estate brokerages changing affiliation to the REI brand. Strategic planning, proactive messaging and positioning, and strong forthcoming internal communications all were key.

Supporting the franchise program was equally important, with initiatives focused primarily on expert positioning of the leadership team. Concurrently, we were tasked with managing the relationships of journalists at top-tier national media outlets, along with journalists in several local markets across the U.S., as well as overseeing REI’s attendance at Inman conferences and the National Association of REALTORS® Conference each year.

Not surprisingly given the conditions, Decibel Blue also planned and implemented numerous issues management programs across the network, including an erroneous FBI raid. Crazy days, indeed.

The Results

Successful PR conversion campaigns were implemented in new regions including Canada, the Dominican Republic, Honduras (Roatan) and Turkey, as well as the United Arab Emirates, Saudi Arabia, Bahrain, Kuwait, Oman and Qatar. In the United States, campaigns were also implemented in Vernon and Sparta in New Jersey, Grand Rapids in Michigan, New Orleans and Shreveport in Louisiana, Central Kentucky, Chicago in Illinois, Bowie in Maryland, as well as conversions in multiple markets in California, Florida, Georgia, North Carolina, South Carolina, and Tennessee.

Decibel Blue also provided ongoing public relations support for the original Phoenix flagship brokerage, 47 offices in California, and franchises in Alabama, Massachusetts, and Virginia.


“Decibel Blue’s expertise in real estate public relations and marketing has contributed to achieving our business objectives. Decibel Blue’s leadership team has sat at our annual strategic planning meetings because of how integral they have been in finding solutions, thinking strategically and bringing fresh ideas to the table. I value the high-level media relations and internal communications programs they developed and implemented during some very sensitive times of the real estate cycle nationally — and globally.”

– Glenn Melton, Chief Executive Officer, Realty Executives International