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RE/MAX acquires booj

by Greg Robertson on February 27th, 2018

RE/MAX Takes Bold Step to Provide Best-in-Class TechnologyGlobal Franchisor Acquires Leading Technology Firm booj

The acquisition exemplifies a new approach for RE/MAX that goes beyond adapting third-party vendor products to fit broker and agent needs. Moving forward, RE/MAX will leverage the capabilities of booj and other strategic partners to deliver core technology solutions designed for and with RE/MAX affiliates. The objective: technology platforms that create a distinct competitive edge for RE/MAX brokerages and agents and complement other tech products they choose to use.

So its apparent the this “tech enabled brokerage” is a thing now. It’s now going to be a bunch of chest beating to show who has the best tech. RE/MAX appears to be taking a more open approach by still working with “strategic partners”, rather than the more closed approach of KW.

In a letter to agents, new RE/MAX CEO Adam Contos stated,

“It will mean an upgrade for the RE/MAX technology suite – a complement to other Approved Supplier products you choose to use.”

A far cry from the paranoid rant of Gary Keller,CEO of Keller Williams last week.

booj is an interesting company. Their pitch has been they only had a few “select” clients and a waiting list. Plus they would never work with any firm that was acquired by a Franchisor. Well it seems that philosophy has changed big time. It will be interesting to see how their current clients react. An opportunity for some, I’m sure. I hope Ido and John got a nice payout.

I’m also curious if this will effect RE/MAX’s relationship with, which now powers the website. RE/MAX started that relationship with eNeighborhoods back in 2004, and have kept it going after eNeighborhoods was acquired by parent, Dominion Enterprises.

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