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SELL IT: Sheila Moran's new personalized license plate says it all.

By Deborah Ball, RE/MAX Times Online Associate Editor

You can find the RE/MAX name on just about everything imaginable. But Associates in Texas have a new, one-of-a-kind option to promote their business: customizable RE/MAX license plates.

RE/MAX is the first firm in Texas to design a corporate-branded license plate, which went on sale in mid-November. And Associates there are jumping at the opportunity to order their very own personalized plate, complete with the RE/MAX Balloon and a six-character phrase of their choice.

Being first has its advantages as several news media outlets have reported the story, generating even more brand exposure for RE/MAX. Articles appeared in the Dallas Business Journal, Houston Chronicle, Denver Post and Austin Business News, among others.

"One of the reasons the red-over-white-over-blue RE/MAX Balloon is one of the most recognizable symbols in the world is that our agents understand the power of brand marketing," says Charles El-Moussa, RE/MAX of Texas Chief Operating Officer and General Counsel. "These plates are like mobile billboards all over Texas that give us a unique platform to start conversations about why more buyers and sellers use RE/MAX than any other real estate company in Texas - and around the world."

Dozens of Texas Associates have ordered the RE/MAX plates, which are available through a public/private program called My Plates. The program is exclusive to Texas and was started as a way to generate revenue for the state while giving drivers more choices to personalize their plates. Check with your state's Division of Motor Vehicles to see if a similar option is available in your area.

Sheila Moran, Co-Broker/Owner of RE/MAX Access in San Antonio, ordered a plate that reads "4UISEL." Competitors have taken notice of the plates and asked how Moran got hers, to which she replies, "Sorry, it's just for RE/MAX."

"It's a classy way to grab people's attention for your business while promoting the brand," Moran says. "When I go to general Realtor gatherings or when I'm out in public, I always park in a conspicuous spot so everyone sees the plate. I'm proud of RE/MAX and want to do everything I can to heighten awareness among competitors and potential clients. The plates are definitely worth the investment."

The plates also serve a charitable purpose: a portion of the revenue goes to Children's Miracle Network. The rest of the money goes to the state's general revenue fund, which provides services for all Texans.

"I couldn't wait to order one - it's another feather in our cap for brand recognition," says Dana Yarter, Broker/Owner of RE/MAX of Marble Falls, who ordered two plates with "BYSELL" inscribed on them - one for her Chevy Tahoe and another for her Harley Davidson motorcycle. "We're in a small town so it's cool to see a bunch of these plates around town. The fact that RE/MAX was the first company to brand these plates proves that we're a step ahead of everyone else. Everyone should buy one to show how proud we are of our profession and of RE/MAX."

Some Associates predict that the plates could give the network in Texas a leg up on recruiting. David Matthys, Sales Manager at RE/MAX Capital City in Austin, thinks that the brand marketing innovation could make other real estate agents ask themselves, "What is my brand doing for me?"

"Think of how many people will see these plates on the roads in Texas alone," says Matthys, who bought one plate for his everyday car and plans on purchasing another for his '82 Corvette. "Other companies can get the plate - sure - but we were first. It shows other agents that we're on top of promoting and marketing our brand, and it could draw more talent our way. I guess I need to buy a few more cars so I can put RE/MAX plates on them."

© 2009 RE/MAX International, Inc. RE/MAX Affiliates may share this article, provided they do not charge for it and this notice is included. All other rights reserved.