Real estate giant Re/Max is relying on outside PR counsel as it prices a forthcoming initial public offering worth up to $210M.

remaxThe Denver-based franchisor is working with Norwalk, Conn.-based ICR.

The company said its 10M shares will sell from $19-$21 in the IPO as it lists on the New York Stock Exchange as RMAX.

ICR managing director Phil Denning, an RLM Finsbury alum, is handling media on the deal.

Re/Max competitor Realogy Holdings (ERA, Coldwell Banker, Century 21) went public in a nearly $1.1B offering last year orchestrated by its private equity parent Apollo Global Management. That move and Re/Max's upcoming IPO are seen as  positive signs for a U.S. housing market ravaged in the 2007 economic crisis.

"The U.S. housing market has entered a period of recovery in 2012 which has accelerated during 2013," the company said in its SEC filing.

About 74% of Re/Max's $143.7M 2012 revenue came from the U.S. with another 17% from Canada. Net income for 2012 was $33.3M. 

Mike Ryan is executive VP of global communications and branding for Re/Max. Shaun White is VP of PR.