Real estate company Re/Max is changing up its digital strategy in 2018.

In announcing Ruckus Digital as its new digital agency of record (part of an agency alignment with its parent company, Apex PR), senior consultant Melissa Vekil said Re/Max’s main focus is to expand its digital footprint over the next 12 months, mostly through paid social.

In particular, Vekil said, it’s looking at a “content-first” strategy with paid social, looking to use platform-specific content to create and promote educational material for homebuyers and sellers.

Previously, Re/Max worked with FleishmanHillard on both PR and digital media. On top of Ruckus for digital strategy and buying, the company also works with Vizeum on traditional media.