RE/MAX 1st Realty

What RE/MAX 1st Realty does

RE/MAX 1st Realty is an independently owned and operated franchise of the RE/MAX global real estate network, headquartered at 2854 Venture Drive in Marquette, Michigan. Founded in 1992, the firm provides full-service residential real estate brokerage across Michigan's Upper Peninsula, covering more than 100 communities with a roster of approximately 28-30 licensed agents. The brokerage handles single-family homes, condos, multi-family, manufactured homes, land, commercial properties, and rental listings, serving individual homebuyers, sellers, property investors, and luxury buyers in its regional market.

The company's technology stack is built on the BoldTrail platform (developed by Inside Real Estate), which powers the firm website, property search, agent directories, and listing management. Listings are sourced via IDX through MiRealSource (the regional MLS), with additional integrations including Zillow 3D Home tours, Rental Beast for rental application processing, Google Maps and Leaflet for mapping, and InsideRE, LLC as an SMS/marketing vendor. Product-facing capabilities include an MLS-based property search platform with advanced filters (price, beds, baths, square footage, acreage, year built, neighborhood), an automated home valuation tool that surfaces side-by-side estimates from Attom Data and Zillow, a subscription-based instant listing alert system, and an agent directory with designations and language proficiencies displayed.

RE/MAX 1st Realty generates revenue through real estate transaction commissions on completed property sales, with revenue mechanics tied to closed brokerage volume rather than subscription or per-transaction SaaS pricing. Agents serve customers directly via face-to-face meetings and property showings under a traditional sales-led, direct-service distribution model. Lead generation is driven through the company website, social sharing to Facebook and X (Twitter), and email/listing-alert programs. The parent RE/MAX brand provides global referral access spanning over 120 countries and 145,000+ agents, though specific commission splits and pricing are not publicly disclosed.

Name

RE/MAX 1st Realty

Legal name

RE/MAX 1st Realty

Website

https://callremax1st.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

RE/MAX 1st Realty is an independently owned franchise brokerage serving Michigan's Upper Peninsula, providing residential and commercial real estate services through 28+ licensed agents across 100+ communities via a BoldTrail-powered digital platform.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

Keywords

• Residential real estate brokerage
• Property listing services
• Home buying assistance
• Real estate agent services
• Property valuation tools

Headquarters

HQ city

Marquette

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Commission Revenue: The company earns revenue through real estate transaction commissions on property sales and purchases. Agents working under the RE/MAX 1st Realty brand facilitate residential and commercial property transactions in the Upper Peninsula of Michigan market.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

RE/MAX 1st Realty is a full-service residential and commercial real estate brokerage serving Michigan's Upper Peninsula. The company facilitates property buying, selling, and rental transactions through a network of approximately 28 licensed agents across more than 100 local communities. The offering combines in-person agent representation with a digital property search, automated home valuation, listing alerts, virtual tours, and rental application services.

Product overview

RE/MAX 1st Realty is a residential real estate brokerage operating in Michigan's Upper Peninsula, built on the BoldTrail platform. The core offering is full-service property buying and selling through a roster of 28 licensed agents. The digital product suite consists of an MLS-based Property Search Platform (with map, grid, and list views, plus advanced filters for property type, price, beds/baths, square footage, acreage, and year built), a Home Valuation Tool (automated estimates via Attom and Zillow), a Listing Alert System (real-time notifications for new listings matching user criteria), and an Agent Directory. The brokerage also handles commercial properties and rental listings, with the latter integrated through Rental Beast for application processing. The firm covers over 100 Michigan Upper Peninsula communities.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Real Estate Brokerage Services Full-service real estate brokerage offering buying and selling representation for residential properties including single-family homes, condos, multi-family, manufactured homes, and land across Michigan's Upper Peninsula.
• Property Search Platform Interactive MLS-based property search tool allowing users to filter listings by type, price, beds, baths, square footage, acreage, year built, and neighborhood, with map, grid, and list views.
• Home Valuation Tool Automated home estimate feature providing instant price estimates powered by Attom Data and Zillow models, plus comparable property details and an agent contact path for accurate valuations.
• Listing Alert System Subscription service notifying users when properties matching their saved criteria enter the market, plus periodic market reports for desired communities.
• Agent Directory Online roster of approximately 28 licensed agents featuring photos, contact information, license numbers, language proficiencies, professional designations, and individual agent website links.
• Commercial Real Estate Services Brokerage representation for commercial property listings, accessible through a dedicated Commercial filter within the property search tool.
• Rental Listings Rental property listings available through the website filter, with rental application processing handled through the Rental Beast partner platform, including pet-friendly and furnished options.

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability4 records

Partnerships

One partnership is on record.

• RE/MAX Corporate (Global Franchise)coreChannel Partner/ Reseller/ Distributor · 10 February 2026RE/MAX 1st Realty operates as an independently owned and operated office under the RE/MAX global franchise network. With this partnership, the company gains access to RE/MAX's global brand, training resources, technology platforms, and referral network spanning over 120 countries with 145,000+ agents worldwide.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Coldwell Banker: National residential real estate franchise with a comparable agent-driven brokerage model serving buyers and sellers. Operates with similar commission structures, MLS-driven listings, and franchise office economics, directly competing for the same type of residential transaction business in regional markets.
• Century 21 Real Estate: Global residential real estate franchise with independently owned offices operating under a similar model — agent rosters, commission-based revenue, and MLS-backed listing platforms. Comparable franchise fee structure and competitive positioning to RE/MAX 1st Realty.
• Better Homes and Gardens Real Estate: Franchised residential brokerage with comparable agent-driven service model and brand-affiliated marketing. Targets the same buyer/seller segments with a similar commission-based economic structure.
• Sotheby's International Realty: Luxury-focused residential real estate franchise with independently owned affiliate offices. Comparable franchise model and referral network, though with a higher-end positioning than RE/MAX 1st Realty's broader residential focus.
• Keller Williams Realty: Largest residential real estate franchise by agent count in the U.S., operating on a similar agent-centric brokerage model. Competes for the same agents, buyers, and sellers with comparable commission splits and franchise economics.
• Berkshire Hathaway HomeServices: Residential real estate franchise network with a similar independently operated office structure, brand-backed marketing, and referral network. Competes for the same mid- to upper-tier residential transaction business.

Emerging players

• Compass: Tech-forward residential brokerage combining agent services with proprietary technology and marketing tools. Represents the kind of platform-driven, agent-augmenting model that competes for top-producing agents in regional markets.
• eXp Realty: Cloud-based residential brokerage with a low-overhead, commission-split model that has rapidly scaled agent count. Competes for the same independent-agent pool and offers a structural alternative to traditional franchise economics.
• Redfin: Tech-enabled residential brokerage offering lower-commission alternatives and a directly competitive buyer/seller experience. While Redfin has limited physical presence in rural UP Michigan, its model represents a structural threat to traditional commission economics for brokerages like RE/MAX 1st Realty.

Broad incumbents

• Zillow: Dominant online real estate platform providing listings, Zestimates, and agent advertising that RE/MAX 1st Realty integrates with (virtual tours, valuation tools). Shapes consumer expectations and pressures commission economics, even though it is not a direct brokerage competitor in this rural market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/re_max1st
• LinkedInlinkedin.com/company/re-max-1st-realty

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 1st Realty