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Residential
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Re/Max the latest resi brokerage to launch tech platform

Rival companies already have in-house systems

Re/Max CEO Adam Contos (Credit: Re/Max)
Re/Max CEO Adam Contos (Credit: Re/Max)

National franchise brokerage Re/Max is stepping up its tech game by launching a new online platform.

During the company’s second quarter earnings call, CEO Adam Contos announced that Denver-based booj — a startup Re/Max acquired in February that stands for “be original or be jealous” — will build a tech platform for the brokerage, Inman reported. Specific details on the new tool are sparse, but Contos said it will include “CRM [customer relationship management software], integrated with agent office and team websites, lead cultivation tools, marketing resources, social integration and more.”

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Re/Max’s acquisition of booj earlier this year signaled a move away from third-party technology. Competitors like Compass and Keller Williams have their own in-house tech platforms.

“We purchased booj in order to help develop, a best in-class technology platform that creates an online advantage for Re/Max agents and teams and their clients,” Contos said.

Re/Max has 85,861 agents in the U.S. and Canada. [Inman] — Kathryn Brenzel

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Technology