RE/MAX

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.

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

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Technology and Service Subscriptions: Revenue from technology solutions provided to agents and brokerages including remax.net platform, Marketing Studio, and other agent tools
3. Brand Licensing: Revenue from licensing the RE/MAX brand to franchisees and international partners
4. Franchise Fees: Initial franchise fees for new brokerage owners joining the RE/MAX network

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core 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

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability7 records

Feature7 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• RealcoreStrategic or Co-development Partner · 25 June 2026Real 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.
• ZillowcoreGTM or Marketing Partner · 17 March 2026RE/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 WilliamscoreGTM or Marketing Partner · 17 March 2026Keller 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 AmericacoreGTM or Marketing Partner · 17 March 2026HomeServices 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.
• SidecoreGTM or Marketing Partner · 17 March 2026Side 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 EstatecoreGTM or Marketing Partner · 17 March 2026United 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 EstateminorGTM or Marketing Partner · 17 March 2026Denver-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 RacingminorStrategic or Co-development Partner · 26 February 2026INDYCAR 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 MortgageminorChannel Partner/ Reseller/ DistributorMotto Mortgage is part of RE/MAX Family of Brands, providing mortgage services to RE/MAX clients and agents through the affiliated network.
• LifeLockminorGTM or Marketing PartnerLifeLock Home Title Protect partnership offering identity protection services to RE/MAX clients.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Xtwitter.com/remax
• Facebookfacebook.com/remax
• LinkedInlinkedin.com/company/remax
• Instagraminstagram.com/remax
• TikToktiktok.com/@remax

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about RE/MAX