{"id":62926,"date":"2026-04-30T03:00:29","date_gmt":"2026-04-30T01:00:29","guid":{"rendered":"https:\/\/housesmarketplace.com\/didnt-see-that-coming-real-estate-brokers-react-to-real-remax-deal\/"},"modified":"2026-04-30T03:00:29","modified_gmt":"2026-04-30T01:00:29","slug":"didnt-see-that-coming-real-estate-brokers-react-to-real-remax-deal","status":"publish","type":"post","link":"https:\/\/housesmarketplace.com\/ru\/didnt-see-that-coming-real-estate-brokers-react-to-real-remax-deal\/","title":{"rendered":"\u2018Didn\u2019t see that coming\u2019: Real estate brokers react to Real-REMAX deal"},"content":{"rendered":"
\n

At a time when it seems like most real estate brokers can\u2019t agree on anything, one thing they can agree on is that \u041d\u0430\u0441\u0442\u043e\u044f\u0449\u0435\u0435 \u043f\u043e\u0441\u0440\u0435\u0434\u043d\u0438\u0447\u0435\u0441\u0442\u0432\u043e<\/strong>'s \u043f\u0440\u0438\u043e\u0431\u0440\u0435\u0442\u0435\u043d\u0438\u0435 <\/a>\u0438\u0437 \u0420\u0415\u041c\u0410\u041a\u0421<\/strong>, announced on Monday, came as a surprise.\u00a0<\/p>\n

\u201cTo me it came a bit out of left field because I don\u2019t think anybody had talked about Real,\u201d Gary Ashton, the broker-owner of The Ashton Real Estate Group of REMAX Advantage<\/strong><\/a>, said. \u201cThere has been lots of talk about acquisitions and mergers, but not with Real.\u201d<\/p>\n

John Wood, the broker-owner of North Carolina-based REMAX United<\/strong>, shared a similar view.\u00a0<\/p>\n

\u201cWe get that mergers on Wall Street have to happen privately and we, as franchisors, don\u2019t get advance notice, but the initial thought was \u2018Wow! This is happening,\u2019\u201d he said.<\/p>\n

Despite the initial shock of the news, Wood said he wasn\u2019t too surprised because, in his view, \u201cat some level all brands are for sale.\u201d\u00a0<\/p>\n

Housing market makes consolidation expected<\/h2>\n

Given the slower housing market conditions of the past four years, Phillip Cantrell, the broker-owner of Benchmark Realty<\/strong>, said consolidations <\/a>like the deal between Real and REMAX are to be expected.<\/p>\n

\u201cIn conditions like these past few years, the margins of the traditional model brokerages have been massively compressed. The response has been for the brokerage to either modify its model or scale, and scale fast. For some, this has been a struggle because both the larger traditional and fee-based models that have already achieved scale and are continuing to grow organically, [nibble] away at market share \u2014 further eviscerating the margins of those who have not yet scaled. In that light, what we are seeing is very logical,\u201d Cantrell wrote in an email.\u00a0<\/p>\n

So while the acquisition itself was not unexpected, the two partners, Real, a cloud-based firm, and REMAX, a legacy brick-and-mortar franchisor, came as a surprise to many who feel like this is an odd coupling.\u00a0<\/p>\n

\u201cIt will be interesting to see how a brand that set up their entire system on desk fees and office space and local leadership is able to merge with a company that has no offices and no desk fees,\u201d Parker Pemberton, the founder and CEO of Pemberton Real Estate<\/strong><\/a>, said. \u201cYou really have two polar opposite perspectives when it comes to agent recruitment sales pitches.\u201d<\/p>\n

Excited about Real\u2019s tech<\/h2>\n

In the initial announcement, the two firms have expressed excitement regarding the deployment of Real\u2019s technology across REMAX\u2019s network, but some are questioning how that roll out will go.<\/p>\n

\u201cI think you are going to see a lot of uncomfortable agents,\u201d Pemberton said. \u201cThinking about the seasoned agents at REMAX that are used to the systems and processes they have, now having to adopt an online portal \u2014 that is going to be a big change for some people.\u201d\u00a0<\/p>\n

Hoby Hanna<\/a>, \u0433\u0435\u043d\u0435\u0440\u0430\u043b\u044c\u043d\u044b\u0439 \u0434\u0438\u0440\u0435\u043a\u0442\u043e\u0440 \u0413\u043e\u0432\u0430\u0440\u0434 \u0425\u0430\u043d\u043d\u0430 \u0423\u0441\u043b\u0443\u0433\u0438 \u043f\u043e \u043d\u0435\u0434\u0432\u0438\u0436\u0438\u043c\u043e\u0441\u0442\u0438<\/strong>, agrees.<\/p>\n

\u201cREMAX has had a tough time in adopting new technology in the past, so it will be interesting to see how they execute on that,\u201d Hanna said. \u201cCan they get adopted by the sales people in an independent culture? That will be their big lift and I think that is what they are betting on, but it will be a challenge across an international platform of independent minded agents.\u201d<\/p>\n

For his part, Wood, a REMAX franchisor, is curious as to what new tools and technology his firm will have access to thanks to this acquisition.<\/p>\n

\u201cReal is an up and coming company that has a different platform and a different way of doing business, and we are all going to be very interested to see what those tools and steps are that we can integrate into our business,\u201d Wood said.<\/p>\n

Coexist and thrive<\/h2>\n

In the face of some of this pessimism and uncertainty about the coupling of Real technology and REMAX, Ashton and his business partner Debra Beagle, the CEO and managing broker-owner of The Ashton Real Estate Group of REMAX Advantage, believe that new technology and the REMAX model can not only co-exist, but be extremely successful, as they look to their own firm as an example.\u00a0<\/p>\n

Despite being based in Tennessee, the firm has teams in Florida and Denver who work off of their platform, despite being based thousands of miles away.\u00a0<\/p>\n

\u201cWe have this hybrid model, which is totally out of the norm for REMAX, but we have been very successful with it and it shows that the two models can live fully together,\u201d Beagle said. \u201cWe have found that when you partner the level of professionalism and service our REMAX agents have with that technology, we are proof that this works.\u201d\u00a0<\/p>\n

Ashton agrees that the combination has a lot to offer both agents and consumers.\u00a0<\/p>\n

\u201cI think it is actually a good combination because in the public\u2019s view, REMAX is an established brand with a lot of brand equity, but I don\u2019t think the public is really aware of Real,\u201d Ashton said.\u00a0<\/p>\n

Although the acquisition has generated its fair share of industry chatter, brokers don\u2019t believe this news will change a lot for the day-to-day operations of their agents.\u00a0<\/p>\n

\u201cThe reality for those of us out in the field and those of us who own franchises is that nothing is really going to change anytime soon,\u201d Wood said. \u201cWe have to continue doing what we do, which is as a company taking care of our agents and making sure our agents take care of the consumers.\u201d\u00a0<\/p>\n

In Pemberton\u2019s view, what will determine the future success of Real REMAX Group<\/strong> is local leadership and local agents.\u00a0<\/p>\n

\u201cAt the end of the day, the consumer doesn\u2019t care where you work,\u201d he said. \u201cThey care about who you are as an agent, how you show up for them and if your broker helped you do that at a higher level, then that is fantastic.\u201d<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

At a time when it seems like most real estate brokers can\u2019t agree on anything, one thing they can agree on is that The Real Brokerage\u2019s acquisition of REMAX, announced on Monday, came as a surprise.\u00a0 \u201cTo me it came a bit out of left field because I don\u2019t think anybody had talked about Real,\u201d […]<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-62926","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\n\u2018Didn\u2019t see that coming\u2019: Real estate brokers react to Real-REMAX deal - Houses Marketplace<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/housesmarketplace.com\/ru\/didnt-see-that-coming-real-estate-brokers-react-to-real-remax-deal\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u2018Didn\u2019t see that coming\u2019: Real estate brokers react to Real-REMAX deal\" \/>\n<meta property=\"og:description\" content=\"At a time when it seems like most real estate brokers can\u2019t agree on anything, one thing they can agree on is that The Real Brokerage\u2019s acquisition of REMAX, announced on Monday, came as a surprise.\u00a0 \u201cTo me it came a bit out of left field because I don\u2019t think anybody had talked about Real,\u201d […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/housesmarketplace.com\/ru\/didnt-see-that-coming-real-estate-brokers-react-to-real-remax-deal\/\" \/>\n<meta property=\"og:site_name\" content=\"Houses Marketplace\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-30T01:00:29+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u041d\u0430\u043f\u0438\u0441\u0430\u043d\u043e \u0430\u0432\u0442\u043e\u0440\u043e\u043c\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"\u041f\u0440\u0438\u043c\u0435\u0440\u043d\u043e\u0435 \u0432\u0440\u0435\u043c\u044f \u0434\u043b\u044f \u0447\u0442\u0435\u043d\u0438\u044f\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 \u043c\u0438\u043d\u0443\u0442\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/housesmarketplace.com\/#website\",\"url\":\"https:\/\/housesmarketplace.com\/\",\"name\":\"Houses Marketplace\",\"description\":\"International Real Estate\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/housesmarketplace.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"ru-RU\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/housesmarketplace.com\/didnt-see-that-coming-real-estate-brokers-react-to-real-remax-deal\/#webpage\",\"url\":\"https:\/\/housesmarketplace.com\/didnt-see-that-coming-real-estate-brokers-react-to-real-remax-deal\/\",\"name\":\"\u2018Didn\u2019t see that coming\u2019: Real estate brokers react to Real-REMAX deal - 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