CEO Contos to Brokers: ‘Build With Bricks’

In an inspired, optimistic address to RE/MAX office leaders on Monday, RE/MAX CEO Adam Contos offered a roadmap that ultimately boils down to three key actions: Adapt. Grow. Support.

And in some respects a fourth: Build with bricks.

Contos, kicking off the historic 2020 RE/MAX Broker Owner Conference (BOC) – the network’s first major event to go all-digital due to the coronavirus pandemic – thanked the close to 2,000 virtual attendees from over 40 countries for their leadership and focus during this complicated year.

“I remember what I saw from RE/MAX brokers in those early, very scary days [of the spreading virus]. I saw action,” said Contos, noting how brokers quickly came together to support each other in March and April. “This was the power of association on display. You helped your agents and staff get through the darkness. And your efforts went beyond your office, too. You and your agents did incredible things in the community, everything from sewing masks to feeding people – and so much more. You showed (everyone) what RE/MAX is and who we are.”

During the August 17 session, which also featured a fascinating conversation with RE/MAX Chairman and Co-Founder Dave Liniger, Contos thanked the brokers for leveraging extra support services launched in the wake of the coronavirus this spring.

During the past few months, huge numbers of RE/MAX affiliates have shared ideas in mastermind groups, participated in daily RE/MAX University sessions, engaged with increased communications, dove deeper into technology systems, conducted more virtual business, purchased sanitizing kits and masks, and learned to serve buyers and sellers while keeping them safe.

“The bottom line is that we all worked together to find a way through,” Contos said. “No one in RE/MAX was in this alone.”

Three key action items for moving forward

Moving forward, Contos emphasized the importance of staying focused and active, regardless of what happens with the coronavirus. He cited three key action items for brokers.

1. Continue to help agents adapt to the times and keep building their business in the COVID-19 environment. In the near term, that includes providing the health, safety, social distancing and virtual business tools agents need right now.

2. Continue to grow brokerages – by taking action and reaching out to prospects. Contos noted that agents at other brands may feel unsupported this year – which creates opportunity for RE/MAX brokers, who are committed to helping agents maximize their careers and lives.

3. Continue to support the industry and community through service, innovation and kindness. Contos encouraged the brokers to keep supporting their communities – as they always have – and to also seek out ways to help the real estate industry evolve and grow.

“It’s about showing gratitude, and about helping agents guide buyers and sellers through largely virtual transactions where health and safety are the No. 1 concerns,” Contos said. “Be there for your agents. Be visible and active. Continue to lead.”

Tools, training and technology that provide an edge

Contos referenced a number of new RE/MAX resources and services that will help, including:

• Fresh new marketing built around the tagline “Let Our Experience Be Your Guide.” The campaign will include graphics, customizable pieces, digital advertising, social components, and assets that agents can deploy through Photofy and Megaphone.

• A new, mobile-based internal communications platform – called MAX/Center Go – to be released early next year.

• Five new RE/MAX University agent development courses, providing instruction on social media, the power of video, emotional intelligence, negotiation, and phone prospecting.

• A RE/MAX University Momentum Mastery program and four new Broker Master Tracks.

• A special discount on Jon Cheplak’s Broker Team Profit Machine, a bold approach to growing a brokerage and community reputation.

• Additional features and functionality in the booj platform.

• A continuing free, 90-day trial offer (in the U.S.) of the First app – developed by an innovative tech company acquired by RE/MAX in December 2019. Contos noted that the app, unveiled at the RE/MAX R4 Convention in late February, was selling well as a paid service before RE/MAX leaders created the free trial as part of a COVID-19 support package.

• RE/MAX Marketplace, a one-stop portal for RE/MAX affiliates in the U.S. and Canada to find deals on digital products, services, apps, technology and more.

“Many of you are involved in the development process for these initiatives, and we thank you for your input and feedback,” Contos said. “It’s been a long road to get to this point, but the long-term vision remains the same: To position RE/MAX as the global leader in real estate technology.”

Staying positive despite the uncertainty

Noting the uncertainty around coronavirus, Contos urged the brokers to acknowledge the ongoing threat and at the same time stay positive.

“We’re still in the midst of a global pandemic. No one knows what lies ahead, and no one knows how long this will last,” Contos said. “What we do know is that life hasn’t stopped, the market is rebounding, people are still buying and selling homes, and we’re in the business of helping them. So we keep moving forward – with focus, confidence and resolve. Ultimately this is another step in the ongoing evolution of our brand, industry and network.”

A story worth keeping in mind

Contos concluded his address with a reference to The Three Little Pigs, a tale of an unexpected danger that came along and ruined everything for some.

In real estate, he said, businesses built with straw (like weak agents, mediocre services and low energy) will eventually collapse. Businesses built with sticks (like gimmicks, false promises and short-term thinking) will fall, too.

“But if you build your business with bricks – if you build it the right way, the hard way – you’ll thrive no matter what threat comes along. So build with bricks – the RE/MAX bricks you have as part of this incredible network,” Contos said.

“Bricks like solid agents, a growth mindset, a global network of peers, a productive culture, a positive attitude, an amazing assortment of tools and – of course – kindness and compassion. That’s the sort of business that will sustain you for the long run.”