RE/MAX
RE/MAX is an international real-estate brokerage franchise network built around an agent-focused, high-commission model and recognized by its red, white, and blue hot-air-balloon branding.
Last updated October 23, 2026
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Overview
RE/MAX is an international real-estate brokerage franchise brand whose name is derived from “Real Estate Maximums.” It was founded in Denver, Colorado, in 1973 by Dave Liniger and Gail Main. The business introduced a “maximum commission” concept intended to give real-estate agents a larger share of their commissions than was customary in conventional residential brokerage. Instead of relying primarily on a broker’s share of every transaction, the model emphasized agents retaining most of their commission income while contributing to office expenses and paying agreed franchise or brokerage fees. This structure helped RE/MAX attract experienced agents and supported a rapid franchise-led expansion. The first franchise outside Colorado was established in Kansas City, Missouri, in 1975. By 1976, the network had reached approximately 100 franchises and had begun holding an annual convention, which became an important mechanism for training, recruitment, sales culture, and brand cohesion. RE/MAX opened its first office outside the United States in Calgary, Alberta, in 1977. Canadian growth was rapid: the company had approximately 30 Canadian franchises by 1981 and was described as the leading real-estate company in Canada six years later. Brand identity became closely associated with the RE/MAX Hot Air Balloon. The balloon made its inaugural flight at the Albuquerque Balloon Fiesta in New Mexico in 1978 and became the company’s official logo the following year. Balloon imagery was subsequently used in advertising, local-market promotions, community programs, and fundraising. The company later described itself as operating the world’s largest corporate fleet of hot-air balloons, with approximately 115 balloons reported in 2016. RE/MAX expanded internationally through the creation of RE/MAX Europe in 1994 and through operations in countries including Germany, Italy, Spain, South Africa, Australia, New Zealand, and China. Training and professional development also became part of the brand proposition. RE/MAX Satellite Network was launched in the United States in 1994 as a sales-training and communications system and was later renamed RE/MAX University. Its programs included training, professional designation courses, company news, and agent-development resources. The company increased its digital presence in the 2000s. In 2006, RE/MAX began listing all U.S. homes for sale on its website, including properties marketed by competing brokerages. This positioned the site as a broad property-search destination rather than a channel limited to RE/MAX listings. By 2011, the system had more than 6,000 franchises. RE/MAX Holdings pursued an initial public offering in 2013 and completed a further public offering in 2015. The public holding company owns RE/MAX LLC and related brands, including Motto Mortgage and wemlo. RE/MAX’s broader business scope now includes residential and commercial brokerage franchising, agent recruitment and support, training, marketing, referral activity, mortgage-franchise services through Motto Mortgage, and mortgage-loan processing through wemlo. Its network has operated in more than 100 countries and territories, although the scale of offices and agents changes over time. The brand has also maintained a substantial philanthropic presence, particularly through support for Children’s Miracle Network hospitals and breast-cancer fundraising activities. The company has faced reputational and governance controversies, including criticism concerning RE/MAX Israel’s marketing of properties in Israeli settlements in the occupied Palestinian territories and reporting about a personal loan from former chairman Dave Liniger to then-chief executive Adam Contos. In 2026, RE/MAX Holdings announced a proposed acquisition by The Real Brokerage Inc. The announced transaction would create a new holding company, with RE/MAX and Motto Mortgage continuing as independently operated brands if the deal receives shareholder and regulatory approval. Until completion of that proposed transaction, RE/MAX remains an active brand associated with RE/MAX Holdings.
History
RE/MAX was established in Denver, Colorado, in 1973 by Dave Liniger and Gail Main. Its founding proposition was a maximum-commission model designed to let agents retain most of their commissions while sharing office expenses with the broker. The model differed from the more traditional arrangement in which brokers retained a larger portion of each transaction’s commission. By emphasizing agent economics and independence, RE/MAX created a franchise format that could recruit productive agents and expand through locally owned offices. The first franchise outside Colorado opened in Kansas City, Missouri, in 1975. The network reached roughly 100 franchises within two years, and its first annual convention was held in Las Vegas in 1976. International expansion began in 1977, when Don Fernie opened RE/MAX South in Calgary, Alberta. The Canadian network reached about 30 franchises by 1981 and was described as the country’s leading real-estate company six years later. A major element of the brand’s identity emerged in 1978. The company’s red, white, and blue hot-air balloon made its inaugural flight at the Albuquerque Balloon Fiesta in New Mexico and became the official RE/MAX logo in 1979. The balloon later became a recurring advertising and community-outreach device, including educational events and nonprofit fundraisers. RE/MAX eventually maintained a large fleet of branded balloons across its network. The company developed a formal European structure in 1994 through RE/MAX Europe and expanded into Germany, Italy, Spain, and South Africa. It also entered Australia and New Zealand during the 1990s. In the same year, RE/MAX launched the Satellite Network in the United States as a training and communications system. Renamed RE/MAX University, it provided professional development, designation courses, company news, and sales education. In 1998, Dave Liniger attempted to undertake the first manned balloon flight around the world in a stratospheric gas balloon. The attempt was canceled because of design and weather problems. Although the flight did not proceed, it reflected the extent to which ballooning had become connected to the company’s public identity. RE/MAX expanded its digital property-search role in 2006 by listing all U.S. homes for sale on its website, including homes marketed by competing companies. The move broadened its online proposition beyond an exclusive inventory of RE/MAX listings. The network had more than 6,000 franchises by 2011. In 2013, RE/MAX Holdings completed its initial public offering, reportedly raising $220 million. A second offering followed in November 2015, when approximately $185 million was reported, with RE/MAX Holdings retaining a majority stake in RE/MAX LLC and RIHI holding the remainder. The corporate group broadened beyond its core brokerage franchise. Motto Mortgage was launched in 2016 as a national U.S. mortgage-brokerage franchise. Wemlo, a Florida mortgage-processing technology company founded by David Rogove and Steven Gelley, was acquired by RE/MAX Holdings in 2020. These businesses extended the group into mortgage distribution and loan-processing support while leaving the RE/MAX brand centered on real-estate brokerage. RE/MAX has also maintained a substantial charitable program. It became a sponsor of Children’s Miracle Network in 1992 and later supported art auctions, golf tournaments, agent fundraising, and balloon-based nonprofit events. It began sponsoring Susan G. Komen Breast Cancer Foundation Race for the Cure events in the United States in 2002. The company has stated that RE/MAX affiliates collectively raised $147 million for Children’s Miracle Network hospitals over more than 20 years of sponsorship. The brand has encountered controversy. In 2013, United Nations Special Rapporteur Richard Falk published a report raising possible legal and ethical concerns about real-estate groups involved in promoting or selling properties in Israeli settlements. Subsequent reporting stated that RE/MAX Israel continued selling properties in settlements in the occupied Palestinian territories. In 2018, the retirement of Liniger and former president Geoff Lewis was followed by a transition to Adam Contos as chief executive; reporting also alleged that Liniger had made a multimillion-dollar personal loan to Contos in circumstances described as contrary to company ethics. In April 2026, RE/MAX Holdings announced a proposed acquisition by The Real Brokerage Inc. The transaction would establish Real REMAX Group and provide for RE/MAX and Motto Mortgage to continue as independent operating brands within the proposed group. The transaction was described as subject to regulatory review and shareholder approval and therefore should be treated as proposed rather than completed.
- 2026
Proposed acquisition by The Real Brokerage
[1]RE/MAX Holdings announces a proposed transaction that would place RE/MAX and Motto Mortgage within a new Real REMAX Group.
- 2020
RE/MAX Holdings acquires wemlo
[1]The holding company acquires wemlo, a mortgage loan-processing services business.
- 2016
Motto Mortgage launches
[1]RE/MAX introduces a national U.S. mortgage-brokerage franchise brand.
- 2013
RE/MAX Holdings goes public
[1]RE/MAX Holdings completes its initial public offering.
- 2006
Online listings expand to competing inventory
[1]The RE/MAX website begins listing all U.S. homes for sale, including properties marketed by competitors.
- 2002
Breast-cancer fundraising sponsorship begins
[1]The company begins sponsoring Susan G. Komen Race for the Cure events in the United States.
- 1994
RE/MAX Europe and Satellite Network are established
[1]The company creates RE/MAX Europe and launches its U.S. training and communications network.
- 1992
Children’s Miracle Network sponsorship begins
[1]RE/MAX becomes a sponsor and later organizes affiliate fundraising for Children’s Miracle Network hospitals.
- 1979
Balloon becomes official logo
[1]The red, white, and blue balloon is adopted as the official RE/MAX logo.
- 1978
RE/MAX balloon makes inaugural flight
[1]The branded balloon first flies at the Albuquerque Balloon Fiesta.
Products and positioning
A globally scaled, agent-centric real-estate franchise network positioned around high agent commission retention, entrepreneurial brokerage ownership, strong local offices, international reach, training, and highly recognizable balloon branding.
Real-estate franchising · 1973
RE/MAX Brokerage Franchise Network
The core RE/MAX offering is a franchise system for independently operated real-estate brokerages and offices. Local franchisees receive access to the RE/MAX name, visual identity, marketing resources, operating systems, training, technology, and network relationships. The model is designed to support entrepreneurial brokers and productive agents while preserving local market operations. RE/MAX offices typically provide residential and, in some markets, commercial brokerage services.
Real-estate brokerage · 1973
RE/MAX Agent Services
RE/MAX agents assist buyers, sellers, landlords, and investors with property marketing, searches, valuations, negotiations, transaction coordination, and related brokerage work. The agent-focused compensation philosophy is one of the brand’s defining characteristics. Service scope and licensing arrangements vary by country and by independently operated office.
Professional training · 1994
RE/MAX University
Originally launched as the RE/MAX Satellite Network and later renamed RE/MAX University, this platform supports sales training, professional designation courses, agent development, company communications, and continuing education. It forms part of the support infrastructure offered to the franchise network and reinforces the brand’s emphasis on agent productivity and professional development.
Mortgage brokerage franchising · 2016
Motto Mortgage
Motto Mortgage is a U.S. mortgage-brokerage franchise brand launched by RE/MAX in 2016. It extends the group’s franchise expertise into mortgage intermediation and is intended to support independently operated mortgage-brokerage offices. The brand is a related business of RE/MAX Holdings rather than the primary RE/MAX real-estate brokerage identity.
Mortgage technology and processing · 2019
wemlo
wemlo provides third-party mortgage loan-processing services. It was founded in Florida by David Rogove and Steven Gelley and acquired by RE/MAX Holdings in 2020. The business gives the group capabilities in mortgage-process support and technology alongside its brokerage and mortgage-franchise operations.
Controversies
2026
Compass and ERA sue Alex Vidal over noncompete agreements
Compass and ERA filed a lawsuit against current REMAX President Alex Vidal in Delaware, claiming that his move to REMAX violated his noncompete agreement. They asked the court to enforce the agreements and block him from serving REMAX or another competing business in violation of the covenant.
2018
Reported personal loan involving former leadership
Reporting stated that former chairman Dave Liniger lent a multimillion-dollar personal sum to Adam Contos, then chief executive, and described the arrangement as contrary to company ethics rules.
2013
Criticism over Israeli settlement property marketing
A report by United Nations Special Rapporteur Richard Falk alleged that real-estate groups promoting or selling properties in Israeli settlements could be exposed to claims of complicity in settlement activity. Later reporting stated that RE/MAX Israel continued marketing properties in settlements in the occupied Palestinian territories.
Marketing campaigns
- 2002Susan G. Komen Race for the Cure sponsorship
United States
The company began sponsoring Susan G. Komen Breast Cancer Foundation Race for the Cure events in the United States.
Outcome. The sponsorship expanded RE/MAX’s community and cause-marketing activity beyond its Children’s Miracle Network relationship.
- 1992Children’s Miracle Network partnership
United States · Canada
RE/MAX began sponsoring Children’s Miracle Network and encouraged affiliates to raise money through activities such as art auctions, golf tournaments, and local events.
Outcome. RE/MAX reported that affiliates collectively raised $147 million for Children’s Miracle Network hospitals over more than 20 years.
- 1978RE/MAX Hot Air Balloon
United States · Canada · International markets
RE/MAX introduced its branded red, white, and blue hot-air balloon through a flight at the Albuquerque Balloon Fiesta. The balloon became the company’s official logo in 1979 and was later used in advertising, local events, educational programs, and nonprofit fundraising.
Outcome. The balloon became the brand’s most recognizable visual symbol and supported a large network of local promotional and community activities.
Brand decisions
2026
Agree to proposed acquisition by The Real BrokerageM&ABackground
RE/MAX Holdings announced a transaction with technology-focused brokerage The Real Brokerage Inc., with an implied enterprise value of approximately $880 million.
Action taken
The parties proposed forming Real REMAX Group. RE/MAX Holdings shareholders would have cash or stock election rights subject to proration, while RE/MAX and Motto Mortgage would continue operating independently within the proposed group.
Aftermath
The transaction was expected to close in the second half of 2026, subject to regulatory approval and approval by shareholders of both companies. It remained proposed rather than completed in the reference material.
Implied enterprise value. Approximately $880 million (Announced April 2026; proposed transaction)
2020
Acquire wemloM&ABackground
RE/MAX Holdings was expanding its mortgage-related capabilities through technology and processing services.
Action taken
RE/MAX Holdings acquired wemlo, a mortgage loan-processing services company.
Aftermath
The acquisition added mortgage-process support to the group’s brokerage and mortgage-franchise portfolio.
2016
Launch Motto MortgageProduct launchBackground
RE/MAX Holdings sought to extend its franchise platform beyond real-estate brokerage.
Action taken
The group introduced Motto Mortgage as a national U.S. mortgage-brokerage franchise.
Aftermath
The launch created a related mortgage business while maintaining RE/MAX as the principal real-estate brand.
2006
Open the website to broad U.S. home listingsStrategyBackground
Online property search was becoming an increasingly important part of real-estate discovery.
Action taken
RE/MAX began listing all U.S. homes for sale on its website, including homes marketed by competing brokerages.
Aftermath
The website became a broader property-search destination and not merely an inventory channel for RE/MAX offices.
1978
Make the hot-air balloon the central brand symbolStrategyBackground
RE/MAX needed a distinctive identity that could work across local franchise markets.
Action taken
The company adopted the red, white, and blue balloon as its official logo after its inaugural flight.
Aftermath
Balloon imagery became central to RE/MAX advertising, events, local outreach, and fundraising.
1973
Adopt the maximum-commission franchise modelStrategyBackground
The founders sought to differentiate RE/MAX from conventional residential brokerage compensation arrangements.
Action taken
RE/MAX structured its offices so agents could retain nearly all of their commissions while contributing to office expenses and paying the applicable brokerage or franchise charges.
Aftermath
The model became the foundation for recruiting experienced agents and scaling through franchises.
Recent events
- Unconfirmed
Reported
Compass and ERA sue Alex Vidal over noncompete agreements[2]
Compass and ERA filed a lawsuit against current REMAX President Alex Vidal in Delaware, claiming that his move to REMAX violated his noncompete agreement. They asked the court to enforce the agreements and block him from serving REMAX or another competing business in violation of the covenant.
Sources2 sources
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