Showcase ‘The Greatness in You,’ RE/MAX Holdings CEO Tells R4 Crowd

What differentiates the greatest entrepreneurs from the rest? Erik Carlson, CEO of RE/MAX Holdings, took to the stage during the Opening General Session of the 2025 RE/MAX® R4® convention to share what makes the RE/MAX reputation a cut above.

“Thousands of the very best real estate professionals are right here in this room, representing [our network of] over 145,000 incredible agents around the world,” he beamed.

Carlson credited the resilient mindset shared by so many members of the RE/MAX network – one put to the test by tumultuous market conditions the past couple years.

“You did what RE/MAX agents always do: Showed up every day ready to work. You doubled down on excellence. You guided people. You proved why, again, you are the greatest agents in real estate – trusted, productive and professional,” he said. “These words mean a lot because they reflect your passion, your effort and your drive. They reflect the greatness in you – the greatness in all of you.”

Trust, productivity and professionalism framed the kick-off gathering at the RE/MAX brand’s premier global event. Session host Brian Buffini noted the incredible competitive edge these three key pillars create.

“The #1 thing the market is looking for is the #1 thing [your] balloon represents,” Buffini told attendees. “And that’s because of you ­– and how you do business. You’re professionals … and people want a pro to help them.”

To help amplify that trust, productivity and professionalism, Carlson and RE/MAX EVP of Marketing Abby Lee joined Buffini on stage to announce a series of new initiatives designed to modernize the brand, strengthen its value proposition, and help agents win more listings in today’s competitive environment.

Capping that conversation was the exciting unveiling of refreshed, digital-first RE/MAX branding for use online and in social media.

Optimized for an increasingly virtual world, the bold new look will reach real estate consumers where they are at – online. And rigorous testing confirmed the update would positively represent a large-scale modernization of the RE/MAX brand.

“We’re not about being ‘good enough’ – we’re about being the greatest in the real estate profession,” Lee said, noting how the fresh branding is one way RE/MAX is leaning into its industry-facing “The Greatness In You” campaign, which underscores the caliber of RE/MAX affiliates.

“We’re going to do everything we can to help you win to win more listings, win more opportunities, win more free time, win local market share and win the rewards of a profitable business,” Carlson said. “It’s about charting a new course and giving you a stronger, sharper competitive edge than ever before.”

Carlson, Lee and Buffini revealed several other strategic innovations and enhancements at the session. They included:

• MAX/Refer: The global RE/MAX network will soon have access to a new referral platform that harnesses the power of AI to streamline the exchange between affiliates. It will track the referral from start to finish, making connections easier and saving time along the way.

• MAX/Tech: As part of the strategic partnership between RE/MAX and Inside Real Estate strengthens, users of the MAX/Tech^SM powered by BoldTrail tech solution will continue to add features and enhancements, including the ongoing expansion of AI capabilities. An example is Folio, an email optimization system that organizes and categorizes client email communications. It’s available at no additional investment to agents in RE/MAX U.S. and Canada company-owned regions. Other new AI components will help drive traffic and leads through remax.com and eventually remax.ca. One is “Max,” a new digital assistant who interacts with visitors.

• MAX/Engage: An innovative new app will inspire and encourage affiliates to get creative on social media channels and find new engaging methods to promote themselves and the brand. All located in one convenient place, the gamified app means users can complete tasks, earn badges and check out leaderboards to see where they stand. These wins correlate to real-life incentives and prizes.

• Marketing as a Service (MaaS): On the heels of the MAX/Tech Lead Concierge launch – an exclusive lead generation tool that delivers vetted, curated remax.com leads to participating agents – other marketing measures will soon take consumer visibility to the next level. Beginning in April, MAX/Tech powered by BoldTrail users can opt in on quarterly newsletters produced by Keeping Current Matters. With one simple step, users can have the newsletters automatically sent to their contacts – at no additional cost. Platform users can also tap into MAX/Marketing, a central hub to manage and execute promotional assets across various channels. Also announced: the HomeView app – a consumer-focused homeowner solution – as well as multiple upgrades being made to the Design Center content creation tool.

• Leveling up Professionalism: Through a deeper relationship with Buffini & Company, RE/MAX affiliates will have greater access to the 100 Days to Greatness foundational course and the Certified Full-Service Professional (CFSP) designation at steeply discounted rates.

RE/MAX is committed to providing affiliates with top-tier resources that allow them to focus on what matters most: closing deals, building business and changing lives through real estate. Members of the RE/MAX network can check out more details on these upcoming offerings and stay tuned for updates regarding rollout dates.

Following the revelation of so many incredible new components of the brand, Carlson told the crowd, “Let’s embrace change – and leverage it to make things better.”

The session had an emotional highlight with an appearance from Dave Liniger, RE/MAX Co-Founder and Chairman of the Board, who from day one worked tirelessly to help establish RE/MAX as the No. 1 name in real estate*–- and a brand revered around the world in more than 110 countries and territories.

As Buffini noted, understanding the past is a wise way to prepare for a bright future. And no one knows more about the past 52 years of RE/MAX than Liniger.

“When we started RE/MAX, it was with a distinct desire to have the very best real estate agents in the history of the business. This company evolved into the most trusted brand,” Liniger told Buffini, his friend of several decades. “We didn’t start as the most trusted brand – we earned that designation city by city, state by state, and country by country.”

That reputation of trust stands stronger than ever before today. RE/MAX was recently named the brand with the Most Trusted Real Estate Agents in the U.S.** and Canada*** again in 2025, according to a prominent independent consumer study.

Liniger added, “Trust is the most [powerful} value you have as a business professional.”

*Source: MMR Strategy Group study of unaided awareness.
**Voted most trusted Real Estate Agency brand by American shoppers based on the BrandSpark® American Trust Study, years 2022-2025 and 2019.
***Voted most trusted Real Estate Agency brand by Canadian shoppers based on the BrandSpark® Canadian Trust Study, years 2021-2025, 2019, and 2017.

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