Whether it’s to win a listing, close a sale or make a client for life, the art of storytelling matters.
That was a key theme at the Tuesday General Session during R4 2026 at the MGM Grand in Las Vegas.
“In this business, you are always telling a story,” said Chris Lim, REMAX President and Chief Growth Officer. “Before you speak. When you speak. And long after you leave the room.”
How and why you tell that story can make all the difference. Lim and Abby Lee – REMAX Executive Vice President of Marketing, Communications and Events – stressed how important storytelling really is.
“You know what separates the top agents, the top companies and the top brands from everyone else?” Lee asked the crowd. “It’s storytelling.”
They said REMAX initiatives like Global Passport and MasterPitch are built around the value of storytelling.
Global Passport, which showcases incredible REMAX listings from around the world, tells the story of a global network being the brand of choice.
MasterPitch, which Lim perfected during more than two decades in home sales, is a world-class strategy that helps agents win more listings. REMAX affiliates can purchase MasterPitch at R4 and it will available in the REMAX Boutique soon.
The key is to connect storytelling with the technology around it.
A great example, they noted, is the recent enhancements made to remax.com and remax.ca. The moves are opening doors to an entirely new digital experience. From sleek designs, smarter looks and powerful integrations across other platforms, REMAX is hyper-focused on transforming the way the REMAX network connects with customers.
“We are turning interest into opportunities for each of you,” said James Schwartz, REMAX Senior Vice President of Marketing. “It’s a clearer path from curiosity to inquiry.”
Schwartz highlighted the recent enhancements to the websites. He said they weren’t simple redesigns, but rather both were reengineered for growth with storytelling in mind.
Schwartz said the changes on remax.com – the No. 1 most visited real estate franchisor website*, with more than 60 million visitors a year – are turning an invaluable resource into something even better.
“We didn’t just redesign remax.com and remax.ca – we reengineered both for growth,” Schwartz said. “We focused on what you care about: visibility for your listings, clarity for consumers and more pathways to you.”
Schwartz said the website content is expanding into social, lifestyle, trending topics and consumer interests. They’re all an avenue for storytelling.
“The new experience is clean, modern and mobile-first. It reflects our refreshed brand – with faster pages, clearer choices and a layout that guides consumers to take action,” he said. “Under the hood, we improved our data feeds, strengthened SEO foundations and upgraded core infrastructure. This means more reliable inventory, healthier traffic and a platform that can keep scaling.”
Schwartz said the team is working on integrating global, commercial and luxury listings all onto remax.com.
“Think Language translation, currency and storytelling from all around the world,” he said. “All of it on a single, massive consumer channel.”
Lim and Lee also noted other exciting enhancements to current products and game-changing integrations.
- Marketing Studio, the evolution of Marketing as a Service
Lee said early data from REMAX Marketing Studio shows listings promoted get 3X more views, 6X more active users and 5X more actions taken. She also announced several integrations inside the platform that will truly make it a one-stop marketing solution.
- REMAX + Canva
With REMAX + Canva, the creative process is supercharged, delivering faster, easier, more powerful marketing that helps agents stand out in their local market.
- Verified Client Reviews
The ability to automate how reviews are collected and shared, and syndicate them across leading real estate sites.
- Local Market Reports
Add hyper‑local market reports, and launch ad campaigns.
*Source: Based on ComScore report of 2024 data for U.S. real estate franchisor among website visits in the “Business and Consumer Services/Real Estate” category.
Written by Luke Graham
