‘No Other Company Does What RE/MAX Does,’ says New VP of Franchise Sales

With more than 8,500 offices worldwide, RE/MAX continues to expand its footprint year after year. Now, Peter Luft is at the helm of that growth in his new role as Vice President of Franchise Sales.

Luft, who will oversee all RE/MAX strategic sales initiatives and operations throughout the U.S., maintains a sharp focus on data-driven growth plans, mergers & acquisitions, conversions and startups.

“We’re creating a cohesive, strategic growth strategy that will benefit our existing membership and ownership group,” Luft says. “They’ll have a clear picture of where we’re growing and why we’re growing there.”

RE/MAX, the No. 1 real estate brokerage franchise according to Entrepreneur’s 2020 Franchise 500, is unlike other real estate companies, according to Luft. The difference, he says, is how deeply the entrepreneurial spirit is built into the RE/MAX business model and how RE/MAX doesn’t try to be all things to all professionals.

“Everybody’s trying to provide the best support services, technology, working environment and culture. But RE/MAX is the only one who does what we do. Our business model attracts top performers who can maximize their potential in this business,” Luft says. “RE/MAX has the brand, marketing clout, business system and tools to serve top agents. It’s what we do best – and no one else does it.”

Luft began his career with RE/MAX in 1990 selling franchises in Indiana. He served as regional director and regional vice president before leaving and founding a successful real estate marketing company. He ultimately returned to RE/MAX in 2009, and has served as RE/MAX Executive Director of Franchise Sales since 2015.

“Growing the RE/MAX network is what I’m passionate about,” he says. “Knowing how many lives have been changed because of franchise ownership through RE/MAX is powerful. Supporting my team and helping people take their business to the next level – that’s what gets me up in the morning. That’s what gets me fired up every day.”