RE/MAX
RE/MAX is a Denver-based, publicly traded (NASDAQ: RMAX) global real estate franchisor founded in 1973, licensing its brand and technology platform to over 180,000 independent agents across 120+ countries and earning revenue primarily through franchise royalties and technology subscriptions.
- Company typePublic
- Founded1973
- HeadquartersDenver, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What RE/MAX does
RE/MAX is a Denver-headquartered, publicly traded (NASDAQ: RMAX) real estate franchisor founded in 1973 by Dave and Gail Liniger. The company licenses its brand and technology platform to independently owned and operated brokerages, generating revenue primarily through franchise royalties tied to agent count and transaction volume, supplemented by technology subscriptions (remax.net / MAXCenter), brand licensing, and initial franchise fees. Its network spans more than 120 countries and territories with over 180,000 affiliated agents, which closed 10+ million transaction sides between January 2020 and the R4 2026 conference and averaged 11.7 transactions per agent in full-year 2024 — the highest productivity in the industry per company claims.
The product surface is a platform-plus-modules architecture. The core is the consumer-facing remax.com property search and agent-matching site, paired with the MAXCenter agent/broker hub. On top sit sub-brands (RE/MAX Collection for luxury, RE/MAX Commercial, Motto Mortgage, Wemlo, RE/MAX Canada), agent productivity tools (Marketing Studio with Canva integration, HomeView app, MAXRecruit), education (RE/MAX University), market intelligence (National Housing Report), and recently launched AI features (SkyView AI Assistant, BOSSCAT home inspection tool) plus a lifestyle vertical (RE/MAX Golf Lifestyles). Distribution runs through the franchise network, direct agent and franchise recruitment (join.remax.com, franchise.remax.com), and a 2026 alignment with Zillow Preview that gives participating brokerages pre-market access to Zillow's 235 million monthly users.
RE/MAX Holdings reported Q3 2025 revenue of $73.3M, down 6.7% YoY, against a backdrop of cyclical housing market softness. Strategic activity in early-to-mid 2026 — the pending acquisition by Real, Zillow Preview alignment, AI product launches at the R4 convention, and a leadership restructuring with Chris Lim promoted to President and Chief Growth Officer — frames the company as repositioning from a pure franchise royalty model toward a technology-enabled global real estate platform.
RE/MAX firmographics
Firmographics- 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 Denver-based, publicly traded (NASDAQ: RMAX) global real estate franchisor founded in 1973, licensing its brand and technology platform to over 180,000 independent agents across 120+ countries and earning revenue primarily through franchise royalties and technology subscriptions.
- Ownership category
- akta.pro rank
Where RE/MAX is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
RE/MAX business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Franchise Royalties: RE/MAX generates primary revenue through franchise royalties paid by independently owned and operated RE/MAX brokerages. The franchise model involves ongoing royalty fees based on agent count and transaction volume.
- Technology and Service Subscriptions: Revenue from technology solutions provided to agents and brokerages including remax.net platform, Marketing Studio, and other agent tools
- Brand Licensing: Revenue from licensing the RE/MAX brand to franchisees and international partners
- Franchise Fees: Initial franchise fees for new brokerage owners joining the RE/MAX network
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Quarterly | RE/MAX Holdings reported Q3 2025 revenue of $73.3 million |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
RE/MAX product offering
Product offeringCore offering
RE/MAX is a global real estate franchisor that licenses its brand, technology, and operational systems to independently owned and operated brokerages in 120+ countries. The company generates revenue from franchise royalties, initial franchise fees, brand licensing, and recurring technology and service subscriptions provided to its network of over 180,000 real estate agents.
Product overview
RE/MAX is a global real estate franchisor offering a platform-plus-modules architecture. The core remax.com platform provides consumer-facing property search, agent matching, and market intelligence, supplemented by specialized sub-brands (REMAX Collection for luxury, REMAX Commercial for commercial real estate, Motto Mortgage for lending), AI-powered tools (SkyView AI assistant, BOSSCAT home inspection tool), agent productivity tools (Marketing Studio with Canva integration, HomeView app, MAXCenter hub, MAXRecruit), education (REMAX University), and market insights (National Housing Report). The network spans 55+ countries with over 4,200 attendees at annual R4 conventions.
Differentiator
Problem solved
Functional benefit
Brands
- The REMAX Collection: Luxury real estate services and properties
- REMAX Commercial
- REMAX Golf Lifestyles
- REMAX University
- Marketing Studio
- SkyView AI
- BOSSCAT
- HomeView
- Motto Mortgage
- Wemlo
Products and services
- remax.com Platform
Quantifiable outcome
- 11.7 average transactions per agent (full year 2024)
- +4 more outcomes
Companies that use RE/MAX
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles3 records
RE/MAX technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability7 records
Feature7 records
RE/MAX partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- RealcoreReal announced plans to acquire RE/MAX, creating a leading technology-enabled global real estate platform. The deal unites Real's AI-powered brokerage platform with RE/MAX's iconic real estate brand and global reach to deliver differentiated home buying and selling experience for over 180,000 real estate professionals across more than 120 countries.
- ZillowcoreRE/MAX became one of the first real estate brands to align with Zillow Preview, enabling participating RE/MAX brokerages to publicly pre-market coming soon-type listings to Zillow's 235 million monthly users before homes officially go on the market. CEO Erik Carlson stated the alignment supports consumer interests while helping agents win more listings and level the playing field in local markets.
- Keller WilliamscoreKeller Williams was an initial launch partner for Zillow Preview alongside RE/MAX, HomeServices of America, Side, and United Real Estate. All partners framed the initiative as a pro-transparency move for the benefit of consumers and agents.
- HomeServices of AmericacoreHomeServices of America was an initial launch partner for Zillow Preview, partnering with RE/MAX, Keller Williams, Side, and United Real Estate to offer pre-market listing visibility.
- SidecoreSide was an initial launch partner for Zillow Preview, partnering with major franchisors including Keller Williams, RE/MAX, HomeServices of America, and United Real Estate.
- United Real EstatecoreUnited Real Estate was an initial launch partner for Zillow Preview, partnering with major franchisors including Keller Williams, RE/MAX, HomeServices of America, and Side.
- Kentwood Real EstateminorDenver-based Kentwood Real Estate was among the first firms to join Zillow's new digital platform for pre-market home listings alongside RE/MAX.
- Meyer Shank RacingminorINDYCAR racing partnership announced at R4 2026 conference. RE/MAX brand associated with Meyer Shank Racing for season-long racing promotion, driver details, and shareable assets. Agent Brandon Holtz represented RE/MAX at golf events.
- Motto MortgageminorMotto Mortgage is part of RE/MAX Family of Brands, providing mortgage services to RE/MAX clients and agents through the affiliated network.
- LifeLockminorLifeLock Home Title Protect partnership offering identity protection services to RE/MAX clients.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
RE/MAX competitors and assessment
Company assessmentDirect peers
- Compass: A technology-driven residential real estate brokerage competing for the same agent and consumer pool as RE/MAX, but operating via a corporate-owned model. Compass's tech-first approach and equity incentives for agents pose a direct competitive threat to RE/MAX's franchise model.
- Coldwell Banker: One of the oldest and most recognized U.S. real estate franchises, owned by Anywhere Real Estate (formerly Realogy). Coldwell Banker competes directly with RE/MAX for franchisees, agents, and luxury and residential listings across the U.S.
- Sotheby's International Realty: A luxury-focused global real estate franchise network. Competes with RE/MAX Collection for high-end listings, affluent buyers, and luxury-specialized agents across international markets.
- Keller Williams Realty: The largest real estate franchise by agent count in the U.S., with a comparable independently owned brokerage model. Like RE/MAX, Keller Williams was an initial launch partner for Zillow Preview and competes head-to-head for franchisees, agents, and consumers.
- Better Homes and Gardens Real Estate: A real estate franchise owned by Anywhere Real Estate and licensed from Better Homes & Gardens. Competes with RE/MAX in mid-tier residential markets, leveraging media-brand recognition and a comparable franchisor support model.
- eXp World Holdings: A cloud-based, publicly traded real estate brokerage with a global agent network. eXp competes with RE/MAX on agent economics (revenue share, equity participation) and international scale, particularly in markets where RE/MAX has franchise density.
- HomeServices of America: The largest residential real estate brokerage in the U.S. by transaction volume, owned by Berkshire Hathaway. A fellow Zillow Preview launch partner, HomeServices competes with RE/MAX in major U.S. metros for both agents and consumers.
- Century 21: A global real estate franchise owned by Anywhere Real Estate with comparable international reach and a similar franchisor economics model. Century 21 competes with RE/MAX in residential and commercial segments across more than 80 countries.
- Berkshire Hathaway HomeServices: A national real estate franchise network backed by Berkshire Hathaway's brand and capital. Competes with RE/MAX for high-producing agents, luxury listings (via the Berkshire Hathaway HomeServices luxury portfolio), and franchisee relationships.
Others
- Zillow Group: A leading U.S. residential real estate platform and Zillow Preview partner of RE/MAX. While not a direct franchise competitor, Zillow influences how consumers search for homes and which brokerages capture listings, making it a strategically adjacent and partially overlapping player in the same ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
RE/MAX social profiles
Digital presenceRE/MAX compliance and trust
Trust signalCompliance1 record
RE/MAX financial estimates
Financial estimateRevenue estimate
Valuation estimate
RE/MAX leadership team
Management profileNumber of profiles
Profiles10 records
RE/MAX subsidiaries and ownership
Company hierarchySubsidiaries5 records
RE/MAX funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RE/MAX M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RE/MAX
What does RE/MAX do?
RE/MAX is a global real estate franchisor that licenses its brand, technology, and operational systems to independently owned and operated brokerages in 120+ countries. The company generates revenue from franchise royalties, initial franchise fees, brand licensing, and recurring technology and service subscriptions provided to its network of over 180,000 real estate agents.
Is RE/MAX a public or private company?
RE/MAX is a public company. It is classified as public and is currently operating.
When was RE/MAX founded?
RE/MAX was founded in 1973. It employs 501 to 1,000 people.
Where is RE/MAX based?
RE/MAX is headquartered in Denver, United States, in the North America region.
How does RE/MAX make money?
Four revenue lines are on record. Franchise Royalties are the primary driver. The others are technology and Service Subscriptions, brand Licensing and franchise Fees.
Who are RE/MAX's main competitors?
Direct peers on record are Compass, Coldwell Banker, Sotheby's International Realty, Keller Williams Realty, Better Homes and Gardens Real Estate, eXp World Holdings, HomeServices of America, Century 21 and Berkshire Hathaway HomeServices. Zillow Group is listed as an others.
Does RE/MAX have an API?
No public API is recorded for RE/MAX.