RE/MAX

What RE/MAX does

RE/MAX is a global real estate franchisor headquartered in Denver, Colorado, operating as a subsidiary of RE/MAX Holdings (NYSE: RMAX) since its 1973 founding by Dave and Gail Liniger. The company licenses its brand, technology, and support infrastructure to independently owned and operated brokerage offices, building a network of 145,000+ agents across nearly 8,500 offices in 120+ countries. Its core platform (remax.com) provides consumers with residential and commercial property search, agent finder functionality, and market intelligence via monthly National Housing Reports covering 51+ U.S. metro areas.

The technology stack supporting the network includes the RE/MAX Marketing Studio (with Canva integration), the Technology Suite (CRM, listing management, market data), RE/MAX University for agent training and certification, MAXRecruit for agent recruitment, and an emerging AI and technology initiative led by Travis Saxton focused on agent-client engagement and marketing automation. Sub-brands extend the franchise into adjacent verticals: RE/MAX Commercial, The RE/MAX Collection (luxury), RE/MAX Golf Lifestyles (golf-community certification), Motto Mortgage, and Wemlo. Strategic partnerships include Meyer Shank Racing for INDYCAR visibility and Golf Life Navigators (acquired 2026) for golf-community specialization.

RE/MAX's revenue model is built on recurring franchise fees and agent affiliation fees paid by independently operated brokerages, supplemented by data and market intelligence distribution. The company grows primarily by recruiting new agents and franchisees, expanding into new geographies through master franchise sales (e.g., Morocco in 2025), and deepening wallet share via Family of Brands services. Distribution combines a global franchise channel with direct-to-consumer engagement through the website, mobile applications, social media, content marketing, and event sponsorships. Customer concentration is structurally low due to the highly fragmented franchise and consumer base.

Name

RE/MAX

Legal name

RE/MAX, LLC

Website

https://remax.com

Company type

Public

Founded year

1973

Operating status

Operating

Headcount range

501–1,000 employees

Short description

RE/MAX is a global real estate franchisor licensing its brand, technology, and support to nearly 8,500 independently owned brokerage offices and 145,000+ agents across 120+ countries, serving home buyers, sellers, and brokers through its platform and Family of Brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Franchise Fees: RE/MAX generates revenue through franchise fees paid by independently owned and operated brokerage offices. Franchisees pay initial fees and ongoing royalties in exchange for brand rights, technology, training, and support.
2. Agent Affiliation Fees: Agents affiliated with RE/MAX brokerages pay fees or splits for access to the brand, technology tools, lead generation, and support services.
3. Data and Market Reports: RE/MAX generates revenue from its National Housing Report data and market intelligence distributed to industry participants and media.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

RE/MAX is a global real estate franchisor that licenses its brand, technology, training, and support to independently owned and operated brokerage offices. Its core revenue comes from franchise fees and ongoing royalties, with affiliated agents delivering residential and commercial real estate brokerage services to home buyers, sellers, and investors across 120+ countries. Supporting offerings include the RE/MAX Technology Suite, Marketing Studio, RE/MAX University, Motto Mortgage, Wemlo, the RE/MAX Collection luxury brand, RE/MAX Commercial, and the RE/MAX Golf Lifestyles program.

Product overview

RE/MAX operates as a global real estate franchisor with a platform-plus-modules architecture. The core consumer platform (remax.com) provides residential and commercial property listings, agent search, and market intelligence. Supporting the core platform are specialized sub-brands including RE/MAX Commercial for commercial real estate, The RE/MAX Collection for luxury properties, and Motto Mortgage and Wemlo for mortgage services. Agent-facing technology includes the RE/MAX Technology Suite, RE/MAX Marketing Studio with Canva integration, RE/MAX University for training, MAXRecruit for agent recruitment, and the RE/MAX Real Announcement system. RE/MAX Canada and RE/MAX Worldwide provide regional/global coverage. The 2026 launch of RE/MAX Golf Lifestyles adds a lifestyle-focused certification program for golf community specialists. Monthly National Housing Reports provide market analytics across 51 US metro areas.

Differentiator

Problem solved

Functional benefit

Brands

• The REMAX Collection: Luxury real estate brand for high-end property listings and services
• REMAX Commercial
• REMAX Canada
• REMAX Golf Lifestyles
• Motto Mortgage
• Wemlo

Products and services

• RE/MAX Franchise Network (franchise opportunities for brokerage owners) Franchise rights to operate a RE/MAX-branded brokerage; franchisees pay initial fees and ongoing royalties in exchange for brand, technology, training, and support. Sold to independent brokerage owners globally.
• remax.com Consumer Real Estate Platform Consumer-facing website and mobile apps enabling home buyers and sellers to search residential and commercial listings, find agents, access home values, and read market advice. Available globally with localized experiences.
• RE/MAX Commercial Dedicated commercial real estate division providing listings, brokerage services, and transaction support for office, retail, industrial, and land transactions across markets.
• The RE/MAX Collection (Luxury Real Estate) Luxury real estate brand and listing service for high-value properties and affluent clientele, with a specialized agent network and marketing.
• RE/MAX Canada Canadian operations of the RE/MAX franchise network, operated separately at remax.ca with regional market coverage.
• RE/MAX Worldwide (Global Listings Portal) International property search portal enabling global real estate listings across RE/MAX networks in over 120 countries.
• RE/MAX Golf Lifestyles Specialized certification and marketing program for agents serving golf-community buyers and sellers, providing education on golf courses, clubs, and resale values.
• Motto Mortgage Mortgage brokerage brand under the RE/MAX family of brands offering mortgage origination services to consumers through independent offices.
• Wemlo Technology platform and service within the RE/MAX family of brands supporting mortgage processing and real estate transactions (acquired by RE/MAX in September 2020).
• National Housing Report (data and market intelligence) Monthly market intelligence report covering housing inventory, sales data, and price trends across 51+ U.S. metro areas, distributed to media and consumers for thought leadership.

Quantifiable outcome

• 145,000+ agents globally
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• REMAX Morocco (Master Franchise)coreOthers · 22 October 2025RE/MAX expanded global presence through sale of master franchise rights for Morocco, based in Casablanca. Supports Morocco's rapidly growing real estate market with upcoming international events expected to boost investment and tourism.
• Golf Life NavigatorscoreStrategic or Co-development PartnerRE/MAX acquired Golf Life Navigators, combining its specialized golf community expertise with the global RE/MAX network. The partnership created RE/MAX Golf Lifestyles, a first-of-its-kind program providing education and certification for agents to serve golf-focused buyers and sellers. Jason Becker, co-founder of Golf Life Navigators and PGA golf professional, serves as REMAX VP of Lifestyles.
• Meyer Shank RacingflagshipGTM or Marketing PartnerRE/MAX partnered with Meyer Shank Racing for the 2026 INDYCAR season, creating brand visibility through motorsports sponsorship. Full race schedule, driver details, and shareable assets available for agents.
• Children's Miracle Network HospitalscoreOthersRE/MAX agents have raised millions annually for Children's Miracle Network Hospitals and other charities. The partnership is a cornerstone of RE/MAX's community engagement and corporate social responsibility initiatives.
• LifeLockminorOthersRE/MAX offers LifeLock Home Title Protect as part of its service offerings to consumers through remax.com.
• Motto MortgagecoreChannel Partner/ Reseller/ DistributorMotto Mortgage is part of RE/MAX's Family of Brands, providing mortgage services through the RE/MAX network.
• WemlominorChannel Partner/ Reseller/ DistributorWemlo is part of RE/MAX's Family of Brands, providing additional services to support the real estate transaction.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Compass: Compass is a technology-driven residential real estate brokerage operating a national agent network. It is the most aggressive direct competitor to RE/MAX in the U.S., competing for the same agents and consumers with higher commission splits and proprietary technology.
• eXp World Holdings: eXp Realty is a cloud-based, agent-owned brokerage operating a global network of virtual agents. It directly competes with RE/MAX for agent recruitment using equity participation and a low-overhead model, and is one of the fastest-growing real estate franchisors.
• Keller Williams Realty: Keller Williams is the largest real estate franchise by agent count in the U.S., operating an agent-centric model similar to RE/MAX. It competes directly for franchisees and agents, with comparable training, technology, and lead generation offerings.
• Coldwell Banker: Coldwell Banker is a long-established residential real estate franchise network owned by Anywhere Real Estate (formerly Realogy). It directly competes with RE/MAX in the U.S. and internationally for franchisees, agents, and consumer mindshare in residential brokerage.
• Century 21 Real Estate: Century 21 is a global residential real estate franchise network also owned by Anywhere Real Estate. It competes with RE/MAX on brand awareness, franchise sales, and agent recruitment in overlapping U.S. and international markets.
• Berkshire Hathaway HomeServices: Berkshire Hathaway HomeServices is a residential real estate franchise network leveraging the Berkshire Hathaway brand. It competes with RE/MAX in the U.S. for franchisees and agents, particularly in the luxury segment where RE/MAX Collection also operates.
• Sotheby's International Realty: Sotheby's International Realty is a luxury-focused global residential real estate franchise. It directly competes with RE/MAX Collection for high-net-worth agents, luxury listings, and affluent buyer representation worldwide.

Broad incumbents

• Anywhere Real Estate (Realogy): Anywhere Real Estate is the parent of Coldwell Banker, Century 21, Sotheby's International Realty, and other brands. As the largest residential real estate franchisor portfolio, it competes with RE/MAX Holdings across multiple sub-brands and benefits from scale advantages in technology and marketing spend.
• Zillow Group: Zillow Group operates the leading U.S. residential real estate consumer portal and has historically competed with RE/MAX agents for consumer attention. Although Zillow exited iBuying, its platform remains a primary lead-generation channel for the broader real estate industry, including RE/MAX agents.

Emerging players

• Redfin: Redfin is a technology-enabled residential brokerage and consumer real estate portal. While it operates its own agents rather than franchising, it competes with RE/MAX-affiliated agents for consumer home search demand and listing representation, particularly through its direct-to-consumer platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/remax
• YouTubeyoutube.com/user/REMAX
• Facebookfacebook.com/remax
• LinkedInlinkedin.com/company/remax
• Instagraminstagram.com/remax

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RE/MAX