RE/MAX Holdings, Inc. operates as a franchisor of real estate and mortgage brokerage services in the United States, Canada, and internationally. The company operates through three segments: Real Estate, Mortgage, and Marketing Funds. It offers real estate brokerage franchising services under the RE/MAX brand; mortgage brokerage services to real estate brokers, real estate professionals, mortgage professionals, and other investors under the Motto Mortgage brand; and mortgage loan processing software and services under the wemlo brand. In addition, the company provides First mobile app, which integrates a suite of digital products that enables agents, brokers, and teams to establish and manage client relationships; RE/MAX University platform, a learning hub designed to help each agent in their professional expertise; and Booj platform. The company was founded in 1973 and is headquartered in Denver, Colorado.
AI Generated Analysis | Feedback
McDonald's for real estate agencies.
Hilton or Marriott for real estate brokerages.
AI Generated Analysis | Feedback
```html
RE/MAX Major Products/Services
RE/MAX (RMAX) Major Services
- Real Estate Franchising: Grants licenses to independent real estate brokerages to operate under the RE/MAX brand name and utilize its proven business system.
- Brokerage Support Services: Provides a comprehensive suite of tools, technology platforms, marketing resources, and training programs to its franchisees and their agents.
- Global Referral Network: Facilitates client referrals and inter-office cooperation among its worldwide network of franchisees and agents.
- Brand Marketing and Development: Manages and promotes the RE/MAX brand through national and international advertising campaigns and other initiatives to enhance recognition and lead generation for its network.
```
AI Generated Analysis | Feedback
RE/MAX (symbol: RMAX) operates as a real estate franchisor. Its primary business involves selling franchises to independent real estate brokers and agents who then operate their own businesses under the RE/MAX brand.
Therefore, RE/MAX sells primarily to other companies, specifically its franchisees. These franchisees are independent, privately-owned real estate brokerage businesses. Due to the nature of a franchising model, RE/MAX's customer base consists of thousands of individual franchise entities operating globally.
As such, there are no specific "major customer companies" that are publicly traded and can be listed by name and symbol. RE/MAX's customers are a vast network of independent, private franchise owners rather than a few large identifiable corporate clients.
AI Generated Analysis | Feedback
Erik Carlson, Chief Executive Officer
Erik Carlson was appointed CEO of RE/MAX Holdings in November 2023. Before joining RE/MAX, he served as the CEO of DISH Network Corporation starting in 2017 and worked at DISH for 28 years, beginning as a sales associate in 1995 and progressing to President and CEO. At DISH, he oversaw daily operations, managed over $15 billion in revenue, and was instrumental in successful acquisitions. He oversees RE/MAX's global franchise network and its Motto Mortgage brand.
Karri Callahan, Chief Financial Officer
Karri Callahan has been the Chief Financial Officer of RE/MAX Holdings, Inc. since March 2016. She joined RE/MAX in 2013 as a Senior Manager of SEC Reporting, where she assisted with the company's Initial Public Offering (IPO). Prior to her role as CFO, she served as Vice President and Corporate Controller. Callahan oversees finance, investor relations, legal, and risk management for RE/MAX Holdings and its affiliated companies. She played a key role in RE/MAX's acquisition of booj, a web design and technology company, and has been involved in building out the company's mergers and acquisition strategy, leading to four procurements during her tenure. She previously worked at Ernst & Young, LLP as a Senior Manager.
Nick Bailey, Chief Executive Officer & President, RE/MAX, LLC
Nick Bailey serves as the Chief Executive Officer and President of RE/MAX, LLC, which is the brokerage franchisor subsidiary of RE/MAX Holdings.
Ward Morrison, President and Chief Executive Officer, Motto Mortgage and wemlo
Ward Morrison is the President and Chief Executive Officer of Motto Mortgage and wemlo, both subsidiaries of RE/MAX Holdings.
Grady Ligon, Chief Information Officer
Grady Ligon holds the position of Chief Information Officer at RE/MAX.
AI Generated Analysis | Feedback
The key risks to RE/MAX's business include the following:
-
Decline in Agent Count and Dependence on Franchise Network: RE/MAX operates on a franchise model, making its financial health highly sensitive to the number and productivity of its agents. The company has experienced a decline in agent count, particularly in the critical U.S. and Canadian markets, which directly contributes to negative organic revenue growth. If the decline in agent count accelerates, RE/MAX could face significant challenges in recovery.
-
Adverse Macroeconomic Conditions and Housing Market Downturn: The real estate market, and consequently RE/MAX's performance, is highly sensitive to economic fluctuations, especially persistently high mortgage rates. Sustained high interest rates suppress housing transaction volume and affordability, leading to fewer sales and a direct decrease in RE/MAX's revenue. The industry forecast suggests continued elevated mortgage rates through 2026, posing a long-term headwind.
-
Intense Competition and Business Model Disruption, Including Regulatory Risks: The real estate market is saturated with competitors, including newer tech-driven brokerage models that challenge traditional structures. RE/MAX faces an ongoing need to restructure and adapt its business model to remain competitive, offering agents greater autonomy and integrating new technologies. Furthermore, the company faces significant regulatory risk related to industry class-action lawsuits concerning commission structures, which could necessitate fundamental changes to its operating model and impact profitability.
AI Generated Analysis | Feedback
The impending disruption of traditional real estate commission structures and the buyer-broker agency model, primarily due to antitrust lawsuits and settlements, most notably the National Association of Realtors (NAR) settlement.
AI Generated Analysis | Feedback
RE/MAX (RMAX) operates primarily in real estate brokerage, assisting clients with residential and commercial property sales, purchases, and rentals. The addressable markets for these services can be identified as follows:
-
Global Real Estate Brokerage Market: The global real estate agency and brokerage market's direct brokerage/agency revenue is estimated at approximately $580 billion in 2025.
-
U.S. Real Estate Brokerage Market: The United States real estate brokerage market is valued at USD 206.45 billion in 2025 and is projected to reach USD 252.51 billion by 2030.
-
Global Residential Real Estate Market: The global residential real estate market was valued at USD 11.59 trillion in 2025 and is forecast to reach USD 15.53 trillion by 2030.
-
U.S. Residential Real Estate Market: The United States residential real estate market size is valued at USD 2.64 trillion in 2025 and is forecast to reach USD 3.11 trillion by 2030.
-
Global Commercial Real Estate Market: The global commercial real estate market holds a value of USD 6.22 trillion in 2025 and is forecast to reach USD 8.29 trillion by 2030.
-
U.S. Commercial Real Estate Market: The U.S. commercial real estate market size stands at USD 1.70 trillion in 2025 and is forecast to reach USD 1.94 trillion by 2030.
AI Generated Analysis | Feedback
RE/MAX (RMAX) is focusing on several key initiatives to drive future revenue growth over the next 2-3 years, as highlighted in recent earnings calls, presentations, and analyst observations:
- International Agent Count Growth: The company has consistently achieved record worldwide agent counts, primarily fueled by strong international expansion. In Q3 2025, RE/MAX reported a record high of over 147,500 agents globally, with more than 73,000 agents outside the U.S., driving overall agent growth despite declines in the U.S. and Canada. This international growth is a significant contributor to the company's total agent base and a key revenue driver.
- Expansion of New Digital Platforms and Services: RE/MAX is leveraging new digital offerings such as its Marketing as a Service (EMA) platform and the Remax Media Network. The EMA platform is showing promising engagement and is anticipated to generate "seven-digit revenue," while the Remax Media Network is also projected to contribute significantly to revenue in 2025 and beyond, with a higher margin profile.
- Enhanced Agent Recruitment and Retention Programs: The company has introduced innovative programs like Aspire, Ascend, and Appreciate, which are designed to improve agent recruitment and retention. The Aspire program, aimed at newer agents, has demonstrated higher retention rates, contributing to a stable or growing agent count, which is fundamental to RE/MAX's franchise revenue model.
- Growth of the Motto Mortgage Brand and Ancillary Services: RE/MAX is focused on diversifying its revenue streams through its Motto Mortgage brand, the first national mortgage brokerage franchise, and its ancillary loan processing services provided by wemlo. Expanding the mortgage business is a strategic priority to enhance the overall value proposition.
- Strategic Initiatives and Technology Enhancement: Broader strategic initiatives are aimed at enhancing the company's value proposition through advanced technology platforms and agent-focused programs. These efforts are expected to boost agent productivity, strengthen the overall network, and adapt to evolving homebuying trends, ultimately supporting future revenue growth.
AI Generated Analysis | Feedback
Share Repurchases
- In January 2022, RE/MAX Holdings' Board of Directors authorized a common stock repurchase program of up to $100 million.
- As of September 30, 2025, $62.5 million remained available under this share repurchase program.
- Under the January 2022 buyback plan, the company had repurchased 1,694,133 shares for $37.51 million as of September 30, 2025.
Share Issuance
- The number of shares outstanding for RE/MAX Holdings increased by 8.49% in one year as of late 2024/early 2025.
- As of September 30, 2025, the company had 32.62 million shares outstanding.
Outbound Investments
- In July 2021, RE/MAX Holdings acquired the North American regions of RE/MAX INTEGRA for approximately $235 million in cash, which added nearly 19,000 agents and over 1,100 offices to its company-owned regions.
- In September 2020, the company acquired wemlo, a fintech company specializing in third-party mortgage loan processing services.
- RE/MAX has continuously invested in products and growth initiatives, including new digital platforms like Marketing as a Service, Lead Concierge, and the RE/MAX Media Network, to enhance its value proposition and diversify revenue streams.
Capital Expenditures
- For the last 12 months as of October 30, 2025, capital expenditures were -$5.42 million.
- Due to its 100% franchised business model, RE/MAX Holdings typically has lower capital expenditures compared to companies that own brokerages.
- The company has emphasized ongoing investments in technology platforms, agent tools, and training to support its network and adapt to market shifts.
