‘We Have to Be Loud About Who We Are’

In a competitive landscape filled with challenge and change, RE/MAX affiliates should lean into their brand advantages to keep winning, RE/MAX President Amy Lessinger told attendees during Tuesday’s Opening General Session at the 2024 RE/MAX R4 Convention.

“We have to be loud about who we are,” Lessinger said in her first R4 address since being promoted to the president role in February. “You all have a huge competitive advantage with the No. 1 name in real estate. When you want more market share for yourself, using the power of the brand is about staying visible and connecting with potential clients consistently.”

Leveraging the power of the brand – along with marketing tools, technology, education, networking, and more – appeared to work well for agents in 2023. Once again, Lessinger announced, nobody in the world sold more real estate than RE/MAX last year, as measured by residential transaction sides.

“You did that! You are RE/MAX – and nobody does it better,” she told the crowd. “You continue to lead the industry because you are the best in the business.”

That contention was reinforced when Lessinger announced that a major U.S. industry ranking – the Real Trends Verified Best Brokerages – confirmed that RE/MAX agents in qualifying brokerages doubled the per-agent production of all others in the survey*. RE/MAX agents in those offices closed 11.8 transactions while competing agents in the survey averaged 5.2.

“This isn’t new. RE/MAX has been an industry leader for decades,” Lessinger said. “But we can’t be complacent. It’s in our RE/MAX DNA to grow and get even better all the time. And you know what? We know the industry is changing – and we have to change as well… RE/MAX agents have always been adaptable.”

The most significant change facing U.S. agents – expected new rules stemming from the National Association of REALTORS® (NAR) proposed settlement of multiple seller-initiated lawsuits – shouldn’t deter or scare RE/MAX agents, Lessinger said.

“There are two big takeaways to keep in mind. Under the NAR settlement agreement, offers of compensation are permitted, but they can’t take place in the MLS. And buyers working with an MLS participant must sign a written buyer representation agreement with their agent,” she said.

RE/MAX Headquarters, she added, will actively support agents as they navigate the new terrain.

Already, for instance, RE/MAX University has arranged to present a new designation course, Buyer Agency Professional (BAP), via the platform. The course, developed by Kaplan Real Estate Education, will help agents continue to serve their buyers in a clear, transparent way. It also has tools for explaining real estate fees and how agents get paid.

RE/MAX affiliates will enjoy special discount pricing when they register for the BAP course through RE/MAX University.

The new course is one of several new tools that agents can access through a new buyer-agency resource page on RU. The set of resources, which will evolve and expand, includes other RU materials as well as social media content and a new Homebuyer’s Guide. Lessinger’s message to the network: We will help you adapt to the new rules.

“These changes are not going to stop you. If anything, I think they give you a massive opportunity to differentiate yourself, articulate your value in a new meaningful way, and keep winning business,” she said.

In addition to outlining several marketing tools (such as optional yard sign designs and the remaxhustle.com website, where affiliates can create custom video content branded to them), Lessinger reported on the network’s encouraging engagement with MAX/Tech powered by kvCORE, the technology platform launched last year across the U.S. and Canada.

“You’ve uploaded more than 30 million contacts, sent 135 million emails, and created 84 million social impressions. Overall, you’ve used the platform for more than 740 million consumer engagements,” she announced. “It’s is designed to help you work smarter, not harder.”

Recounting her 26 years of RE/MAX experience – as a successful agent, team leader, Broker/Owner and corporate executive – Lessinger told the crowd how honored she is to be leading the way.

“When I look out at all of you and see our next generation moving ahead with us, there’s one thing I know for sure: This is my life’s work. I love this company and this network. My commitment to all of you is to ensure that we’ll keep our eyes focused on the future. We’ll continue to provide you with the support, the tools and the education you need to thrive in any market.”

*Transaction sides per agent calculated by RE/MAX based on2024RealTrends Verified Best Brokerages data, citing 2023 transaction sides for the 1,327 participating U.S. brokerages that closed 500 transaction sides, excluding 64 who did not report or publish active licensees.

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