2023 BOC: RE/MAX Value Centers on Helping Agents Close More Sales

Having a value proposition based on helping agents and teams close more sales – rather than chasing downlines or discounts – gives RE/MAX brokerages a distinct edge in attracting serious professionals, a RE/MAX leader told Broker/Owners and Managers on August 7.

“RE/MAX helps agents become more professional, productive and profitable through the brand, education, technology and network,” said Amy Lessinger, Senior Vice President of Region Development, during the Opening General Session of the 2023 RE/MAX Broker Owner Conference (BOC) in Chicago. “No one can match our results, especially in agent productivity. Right now, agents need services and support more than ever – so this is our time to grow.”

‘Brands they know, like, and trust’

Lessinger, who hosted the two-hour program, pointed to multiple industry surveys that show RE/MAX agents outproduce their competitors by a substantial margin – year after year. That happens, she noted, because virtually all services and resources at RE/MAX are designed with agent productivity in mind – which isn’t the case with many competitors.

“Consumers gravitate toward brands they know, like, and trust,” she said. “When an agent aligns their value prop with RE/MAX, and they lean in and leverage the tools, education and support, they win. It’s been happening for many years.”

Lessinger’s distillation of what makes RE/MAX stand out was one of several highlights in a session that had plenty of them. The morning also featured market insights from RE/MAX President and CEO Nick Bailey, a tactical growth demonstration by RE/MAX Vice President of Recruiting and Retention Ben Fairfield, and a lively conversation between two legendary high achievers – RE/MAX Chairman and Co-Founder Dave Liniger and TV news icon Joan Lunden.

Creating advocates and raving fans

In his segment, Bailey noted that the challenges of the current housing market – low inventory amid higher interest rates – will likely continue for a while, so agents at competing firms may be looking for the sales-focused services they would get at a RE/MAX brokerage.

Borrowing a theme from the CEO of the Savannah Bananas exhibition baseball team, Bailey encouraged Broker/Owners to deliver an exceptional experience that turns agents into advocates and fans. The three key words: “You wouldn’t believe …” as in “You wouldn’t believe how much support I get from my Broker/Owner and staff” or “You wouldn’t believe how much my business jumped after I joined RE/MAX.” “What’s your ‘you wouldn’t believe’?  he asked the Broker/Owners, challenging them to think in those terms.

Agents learning when and how they want to

Bailey also noted several new services that can feed that enthusiasm. One is a Complete Agent Development education series debuting this month on RE/MAX University®. An evolution of the successful Momentum® program launched several years ago, the online, self-paced curriculum includes bootcamps on technology, referrals, FSBOs and more. Agents can learn when and how they want – with the guidance of their local management team.

Bailey also announced a new relationship with the CCIM Institute, which is now an official “Education Partner for RE/MAX Commercial®.” The relationship delivers exclusive savings and opportunities on classes, resources and CCIM membership for RE/MAX Commercial pros as well as RE/MAX residential agents who are interested in expanding their services.

An exceptional tech rollout

Joined onstage by Grady Ligon, RE/MAX Holdings Chief Information Officer, Bailey reported that the rollout of MAX/Tech powered by kvCORE – provided to brokerages at no additional cost – has gone exceptionally smooth. Ligon noted that more than 80% of Canadian brokerages and over 65% of U.S. brokerages have onboarded onto the industry-leading platform since the rollout began in Q4 of last year. Agent adoption and engagement results are well above industry norms, he added.

“To call this rollout successful is an understatement,” Ligon said, noting that the CORE Listing Machine & Design Center that is currently launching includes hundreds of customizable marketing and recruiting pieces for affiliates.

Understanding issues – and solving them

In an interactive role-playing exercise, Fairfield demonstrated how Broker/Owners can use recruiting conversations to uncover any problems a prospective agent may be having – and then present specific RE/MAX services to help solve them.

“You have to know what the agent needs before you start talking about all the tools and advantages we offer,” Fairfield said. “Prescription without diagnosis is malpractice.”

The role-playing offered a glimpse of what happens at Recruiting 101, a 5-day immersive experience at RE/MAX Headquarters in Denver. Part of the MAX/Recruit program of education, coaching and accountability, Recruiting 101 will be held two more times this year – Sept. 11-15 and Nov. 13-17.

Two lifetimes of high achievement

In a captivating conversation between two longtime leaders in their respective industries, Liniger and Lunden exchanged insights on drive, achievement, resilience and personal growth. Lunden shared several anecdotes from her 17-year career as co-host of ABC’s “Good Morning, America,” as well as from her subsequent success as an author and speaker.

“I’ve always been open to opportunities and I’ve never stopped taking risks,” Lunden told Liniger and the audience. “That combination really catapulted me from one level to the next.”

And the advice from Liniger, which capped the conversation?

“Never, ever quit,” he said.

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