2025 REMAX BOC Reveals ‘A Faster Pace of Play’

The 2025 REMAX Broker Owner Conference (BOC) in Washington, D.C., kicked into high gear August 4 with a dynamic opening general session that showcased the high quality of REMAX affiliates and the high energy of the leadership group supporting them.

“There’s a faster pace of play at Headquarters,” RE/MAX Holdings CEO Erik Carlson told the more than 500 attendees. “We’re moving quickly – and with purpose – to enhance and modernize the advantages of being with REMAX. We’re innovating across the board – via people, process, products and technology. And everything is on the table, including marketing, tech and even our financial model.”

The accelerated pace is evident in the powerful resources, services, products and platforms REMAX has already rolled out this year – with plenty more still to come.

The new offerings include the modernized branding that debuted at the REMAX R4 convention in February. As of August 3, it’s now available on yard signs, office signage and other physical products.

“The new branding began as digital-first – and now we’re bringing it to life in the real world,” Abby Lee, EVP of Marketing, Communications and Events, said shortly after the session. “It starts with elevated yard signs – bold, modern and unmistakably REMAX. You’ll see more design options, more visibility and a premium presence that reflects our refreshed identity.”

The year has also introduced ambitious AI-powered strategies around curated leads, global referrals, social media best practices, website enhancements and automated marketing.

“A lot has happened since the BOC last year,” said Carlson, who is nearing his second anniversary as CEO. “We made some big promises to you, and we’re certainly working really hard to deliver on all of them. We’re enhancing the REMAX value proposition in all sorts of different ways to help your agents win listings, do it in less time and make more money, and help you be profitable.”

The senior leadership group, which includes several new members, shares an aggressive but focused mindset.

“We’ve added world-class leadership talent, and they’ve hit the ground running,” he said, specifically noting the 2025 hiring of four highly credentialed senior executives – EVP of Strategy Travis Saxton, Chief Growth Officer Chris Lim, REMAX Canada President Don Kottick and SVP of Sales and Service Daniel Dennis. “They’re working to upgrade how we do things, and they’ve already helped us launch really important things – new services, deeper dives into AI, getting louder on social media, and building flexibility in our economic model.”

The leaders see great value in masterminding with REMAX Broker/Owners and agents.

“We’re leaning in and listening to you,” Carlson said. “We’re taking action on your ideas and your insights – and you’ve seen it throughout the year. We’re making purposeful changes to support you and your agents.”

The REMAX combination of industry-leading agent productivity and global presence gives the entire network a competitive edge. It starts with agents closing sales – and brokerages earning market share – in their communities.

After all, winning at the local level translates to the regional level, which translates to the national level, which translates to the global level,” Carlson said. “That’s the power of our team, the power of our brand and the absolute power of our scale. And our scale is super important – creating advantages other brands and competitors can only dream about.”

That power is also evident in cumulative achievements. For instance, Carlson noted that REMAX agents, collectively, are nearing 10 million closed transactions since the start of 2020. The milestone could be reached before the R4 convention in February. Whatever the timing, no competing brand comes close to matching that total.

“We are winning this decade,” said Carlson, noting that the network’s present is as strong as its storied past. “10 million is a big number, and helping 10 million families buy or sell real estate (since 2020) is a big accomplishment. Right now, today, REMAX agents are outworking, outsmarting and outproducing the competition.”

The network is growing as well. Agent count through the first half of this year topped 147,000 – a new network high and a year-over-year gain of 2.5%. Much of that growth, however, has come outside the U.S. and Canada. Growth in North America – especially the U.S. – continues to be a priority.

In his remarks, Chief Growth Officer Chris Lim urged Broker/Owners to continue being selective in their recruiting.

“Our goal isn’t more agents. Our goal is more of the right ones – trusted professionals with the ability to win listings and close deals,” he said. “Because that’s our DNA, and it’s not changing.

I want to make sure that we grow the right way. Because when you grow the right way, you don’t lose who you are – you become more of it.”

Growth, of course, is also about creating an environment enabling the “next generation of REMAX agents” to join the network as they develop their abilities. That’s where innovations like Aspire – an optional new onboarding program featuring education, technology and a flexible economic model – are so valuable to Broker/Owners.

“Aspire has been a resounding success in the U.S. company-owned regions,” Carlson said. “Nearly 60% of eligible offices have opted in, and many of them are outpacing their recruiting goals from last year. At the same time, hundreds of new recruits are enjoying the benefits – and building the skills they need to be a trusted, productive REMAX professional.”

Following the vision of Carlson and EVP of Strategy Travis Saxton, a variety of other innovations are leaning into AI and technology to deliver value to affiliates – both today and tomorrow.

“You can’t talk innovation without talking about AI. It may be the word of the century and we are taking it very seriously – with four AI-powered solutions live or on display today,” said Saxton, noting that as many as eight more are under development. He added that Max AI, the digital assistant integrated into remax.com several months ago, has generated thousands of leads for REMAX affiliates – and soon will be available on BoldTrail agent, office and team sites as well.

A new “Marketing as a Service” automation platform debuted at the BOC following a successful beta test in REMAX brokerages. The initial phase includes automated marketing packages for new and active property listings as well as open houses. A Base package comes at no additional cost and includes digital and social materials along with real-time performance-tracking the agent can share with the sellers. Users can also purchase advanced campaign options such as targeted social ads and/or Google placements – with behaviorally targeted AI increasing click-throughs and engagements. Click-throughs in the beta tests were eye-opening and well above industry norms.

Soon, Saxton noted, MaaS will also feature an AI component turning still photos into live action video clips.

Saxton also gave attendees exclusive sneak peeks at two solutions quickly coming into view. The first – the AI-powered Recruiting as a Service – leverages competitive data, competitive intel, the REMAX value prop, automated email creation and branded campaigns to help Broker/Owners identify and connect with promising prospects.

The second, built around the HomeView app, is an emerging smart-home strategy designed to provide consumers with safety options, added security and a lasting connection to their REMAX professional. Aspects of the concept will likely extend to offices as well.

• Carlson announced that REMAX has launched a new partnership with Marsh – one of the world’s leading insurance brokers – to provide top-tier E&O packages tailored to each brokerage’s needs. It’s just one example of leaning into the network’s scale and group purchasing power to secure cost-effective, high-quality solutions for affiliates.
• Carlson noted that everything happening at REMAX today is built on the “rock-solid foundation” built by Dave and Gail Linger and the entrepreneurs who joined them decades ago. One of those mavericks – Region Owner Dennis Curtin, who purchased the very first REMAX franchise when he expanded the brand into Missouri in 1975 – joined Dave Liniger and Carlson onstage for a look at how it all came together. Curtin, who recently added Iowa and Nebraska into his region, said he sees massive opportunity and value in the network – 50 years after joining it.
• In a leap into “social storytelling,” REMAX has developed a social media campaign around NFL rookie wide receiver Matthew Golden, the first-round draft pick of the Green Bay Packers in April’s NFL Draft. In post-draft news coverage, Golden said he wanted to purchase a home for his grandmother, so REMAX leaders connected him with Nimesh Patel, Broker Owner of REMAX Fine Properties in Sugar Land, Texas. Their collaboration in the home-buying journey will be chronicled in an eight-part video series on social media beginning Monday, August 11. It will culminate with a longer form documentary premiering on YouTube on August 24.
• Industry coaches Wayne Fredrick, Valerie Garcia and Jared James offered tips and insights throughout the show.
• The session ended with a heartwarming tribute to REMAX affiliate Bruce Johnson, who has raised more than $1 million to benefit Children’s Miracle Network Hospitals.

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