RE/MAX is reorganizing its franchise structure as it targets top agents

RE/MAX is shaking up its franchise structure and focusing more of its strategy on training.

The brokerage is breaking its franchises into four stages of development, Inman reported. Part of the change includes reworking the regional development and training teams.

“The strategy behind what we’re doing here is really focused on the needs-based approach,” said Amy Somerville, the senior vice president overseeing the development and engagement team. “The needs of a new franchise owner who has just purchased a franchise and has been through our 101 training, is very different than a brokerage that has been in the business for 30 years with 10 offices and 800 agents.”

The four stages of the brokerages will be base, grow, thrive and summit — and those categories will be based on future needs. “Base” teams are new franchisees starting from square one, while “grow” brokerages already have a foundation in place. “Thrive” brokerages are looking to expand, including possible mergers and acquisitions — and “summit” teams have multiple offices and are looking at large scale M&A.

RE/MAX will also have four regions instead of 10. Each region will have a dedicated growth and development team, the report said. The changes will help RE/MAX lure in new talent, said Josh Bolgren, senior vice president overseeing the business growth team.

“Whether you’re our competitors our whether you’re Re/Max, we’re all after those top producing agents,” Bolgren said.

RE/MAX has also been trying to up its technology game. Last year, the brokerage purchased Denver-based startup booj to build a tech platform for the firm. At the time, the company said it will include, “CRM [customer relationship management software], integrated with agent office and team websites, lead cultivation tools, marketing resources, social integration and more.” [Inman] — Meenal Vamburkar