Overview
RE/MAX is an international real estate franchise brand whose offices help customers buy, sell and, in some markets, rent property. Founded in the United States, it operates through independently owned and operated brokerages rather than a centrally owned estate agency chain. The brand is associated with its red, white and blue balloon logo and a business model focused on attracting and retaining real estate agents.
For a franchisee, the core business is running a brokerage: recruiting agents, supporting transactions and managing local operating costs. Brand recognition, referral connections and shared resources form part of the proposition, but they do not replace local expertise. Licensing, property law and customary brokerage practices differ substantially between countries.
History and growth
Dave and Gail Liniger founded RE/MAX in Denver, Colorado, in 1973. Its name derives from “Real Estate Maximums”. The original concept challenged traditional commission-sharing arrangements by allowing agents to retain a larger share of their commissions while contributing towards office expenses. This helped establish the company's emphasis on agent productivity and entrepreneurial independence.
Expansion took the network beyond the United States, including an early move into Canada, followed by wider international development. Franchising enabled local owners and regional operators to build businesses under a shared identity. RE/MAX Holdings, the brand's publicly traded parent, listed on the New York Stock Exchange in 2013. Its public reporting provides insight into network trends, although group results should not be confused with the earnings of individual franchise offices.
Global footprint
As of 2023, RE/MAX had around 9,000 offices and approximately 140,000 agents across more than 110 countries and territories. Those measures describe different aspects of the network: an office is a brokerage location, while agents are the professionals working within the system. Neither figure represents the number of franchise owners, since an owner may operate multiple offices.
The United States and Canada are important established markets, alongside a substantial international presence. Outside its home market, development often involves regional franchise rights and local operating structures. The same name can therefore sit above businesses with different recruitment practices, service offerings and regulatory obligations. Global scale provides context, but an assessment of any opportunity needs to begin with the particular country and territory.
How the franchise model works
A RE/MAX franchise generally gives an independent brokerage the right to operate under the brand and access specified network resources. Depending on the market and agreement, these can include training, marketing materials, technology and referral connections. Some opportunities involve opening a new brokerage; others involve converting an existing independent business or acquiring an established operation.
The franchise owner manages the local business and its relationships with agents. RE/MAX's historical association with high agent commission retention remains important to understanding the model, but it should not be treated as a universal compensation promise. Agent charges, commission arrangements and office services vary. The distinction between franchisor, regional operator, brokerage owner and individual agent is essential when assessing who provides support and who bears each cost.
Investment and requirements
There is no single worldwide price for a RE/MAX franchise. The cost depends on the country, territory, business format and whether the applicant is starting from scratch or converting an operating brokerage. Relevant expenditure can include initial franchise charges, premises, technology, insurance, professional licensing, recruitment and working capital. Ongoing franchise obligations and marketing contributions also need to be understood.
US franchise disclosure documents publish the applicable fee and investment framework; equivalent detail is not consistently disclosed on public-facing websites across all markets. Prospective franchisees should request the current franchise disclosure documents or local equivalent and a complete schedule of charges. Applicants must also establish the brokerage licensing, supervision and qualification requirements in their jurisdiction, including whether a designated licensed broker is required.
What franchisees should consider
Agent recruitment and retention are central to brokerage economics. A recognised brand may help attract enquiries, but experienced agents also assess the quality of leadership, support, technology, leads and compensation arrangements. An office with weak recruitment or high turnover can struggle to spread its operating costs, even in an active property market.
Housing transactions are sensitive to mortgage availability, interest rates, affordability and consumer confidence. Franchisees should examine local transaction volumes, competing brokerages and the dependence of their proposed model on particular agent groups. Other important questions concern territory rights, renewal provisions, technology obligations, data access and the treatment of referrals. Conversations with existing franchise owners can help clarify how the support described in franchise materials works in practice.
Competitive landscape
RE/MAX competes with international franchise networks including Century 21, Keller Williams and Coldwell Banker, as well as independent brokerages and newer technology-led businesses. In higher-value property markets, Sotheby's International Realty and Engel & Völkers may also compete for listings, agents and franchise operators. The competitive set varies considerably by location.
Competition takes place on two fronts: winning customers' instructions and attracting the agents who serve them. RE/MAX's international identity and referral network are relevant differentiators, but rivals offer their own combinations of training, commission structures, technology and local market strength. For a prospective owner, comparisons are most useful at brokerage level, examining the practical services provided and their total cost rather than relying on headline network size.
Outlook
RE/MAX's prospects are linked to both property-market activity and the continuing appeal of its franchise proposition to brokerage owners and agents. Digital marketing, customer relationship management and transaction tools are increasingly expected features of brokerage support. The commercial question is how effectively these resources help local offices operate and retain productive professionals.
Changes in brokerage compensation practices and disclosure requirements, particularly in the United States, also affect the operating environment. Their implications differ by jurisdiction and business model. International breadth gives RE/MAX exposure to multiple markets, but does not insulate individual offices from local downturns. The enduring test for the franchise remains whether brand access, support and network connections justify the obligations and costs for a particular brokerage.
RE/MAX franchise: frequently asked questions
How much does a RE/MAX franchise cost?
There is no single global investment figure. Costs vary by market, territory and whether the business is a new office or an existing brokerage joining the network. US franchise disclosure documents set out applicable fees and estimated investment. Prospective owners elsewhere should request current local disclosure materials, including all initial charges, ongoing payments and working-capital assumptions.
How many RE/MAX locations are there?
As of 2023, RE/MAX had around 9,000 offices and approximately 140,000 agents across more than 110 countries and territories. Office numbers are not the same as franchise-owner numbers, because one owner can operate several locations. These dated figures provide a scale reference rather than a live count of available offices or territories.
Who founded RE/MAX and where is it based?
Dave and Gail Liniger founded RE/MAX in Denver, Colorado, in 1973, and its headquarters remain in Denver. The name derives from “Real Estate Maximums”. Its original model emphasised greater agent commission retention alongside contributions towards office expenses. The network subsequently expanded internationally through independently owned brokerages and regional franchise arrangements.
Do you need a real estate licence to own a RE/MAX franchise?
Requirements depend on the jurisdiction and the proposed ownership and management structure. A brokerage must meet local licensing and supervision rules, which may require a designated qualified broker. Ownership eligibility and permission to carry out regulated real estate work are not necessarily identical. Applicants should confirm the relevant requirements with the local franchisor and licensing authority.
What support does RE/MAX provide to franchisees?
RE/MAX franchise arrangements can include brand access, training, marketing resources, technology and referral connections. The precise package depends on the market, regional structure and franchise agreement. Prospective owners should establish which services are included, which attract additional charges and who delivers them. Local recruitment, management and operating performance remain the franchise owner's responsibility.
Latest RE/MAX news
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Figures are approximate and based on publicly reported information as of 2023. Franchise costs and terms change; prospective franchisees should obtain the brand’s current disclosure documents and take independent legal and financial advice. Profile updated October 2026.