A Letter From Our CEO

August 24, 2026

To our agents, brokers, franchisees, and employees:

Today, The Real Brokerage and REMAX officially became one company: Real REMAX Group.

This is an exciting day for both organizations, and I want to be direct with you about why we brought these two organizations together, what will not change, and most importantly, what we believe we can build together.

Why we came together

Real was built around a simple idea: Always find ways to make agents’ lives better. That idea, together with the strong collaboration of the incredible real estate professionals who joined us along the way, has taken Real from a handful of agents to one of the largest and fastest-growing brokerages in North America.

REMAX was built on a very similar idea more than 50 years ago: Empower entrepreneurial broker/owners and agents to build great businesses and better futures for themselves and their clients, united by a brand that resonates in communities around the world. That is how REMAX became one of the most recognized names in real estate in the world.

Two companies built in different eras but with one shared belief.
Today, REMAX is an iconic global brand with a presence in more than 120 countries and territories, decades of consumer trust, and thousands of broker/owners who are the backbone of their local markets.

Real brings a technology platform we built ourselves, AI that is already operating at scale, an economic model designed for the way agents actually run their businesses, a collaborative community of passionate agents, and strong momentum.

Neither are easy to build. Together, they will create something truly unique in our industry.

What is not changing

I want to take the uncertainty off the table first.

REMAX stays REMAX. The brand, the balloon, and the independent broker/owner model are not going away. More than 50 years of brand equity is an incredible asset, and we intend to make it even stronger – not disrupt it.
Real stays Real. The Real brand, model, platform, commission structure, revenue share, and equity programs remain in place.
Franchise model will remain. The REMAX franchise model will continue.

If you are a REMAX agent or broker/owner, nothing about your business changed when you woke up this morning. If you are a Real agent, the same is true.

What we’re going to build
Before I lay out our vision, there is one thing worth saying plainly, because it shapes everything that follows.

We are not a technology company that decided to buy a brokerage. We built a brokerage first.

We started Real from zero and grew it to more than 36,000 agents. Along the way, we faced many of the same challenges that broker/owners and team leaders live every day. We attracted agents one at a time. We lost agents to competitors and went back to understand why. We manually cut payroll and commission checks, handled compliance calls and commission disputes, and opened in many markets where nobody had ever heard of Real. We know this business because we are in this business. And that is why we built our technology the way we did. Every tool we have built stemmed from a problem we experienced ourselves – because we needed a better way to support our agents and scale our business, and nothing on the market did the job.

That technology was not a side project. It was a major driver behind why Real grew so quickly. It was the reason we scaled so efficiently, and became the reason why many agents chose us. What we want now is to put that same technology into the hands of all of our agents and broker/owners – so that they can manage their business more efficiently, more profitably, and compete for talent with tools that were purpose-built for exactly that fight.

Here is where we are going.

One technology stack, available to everyone. We are going to take what we’ve built at Real – reZEN, Leo, our AI agents, Real Wallet – and make it available across the group. Not mandated. Available. If it’s good, agents and brokers will use it. If it isn’t, then we haven’t earned it yet.

AI that does real work. We believe the next decade of this industry belongs to whoever gives real estate agents the most leverage per hour. Lead follow-up, transaction coordination, marketing, compliance, client communication – the work that eats into nights, weekends, holidays and vacations. Our goal is to put AI to work so that we can give that time back to real estate professionals.

Growth, not consolidation. The thesis of this transaction is growth. We want to continue Real’s momentum, while returning REMAX to agent-count and revenue growth, and giving broker/owners better tools to grow their teams and that make their offices more competitive.

More ways to build agents’ and brokers’ businesses. By bringing together mortgage, title, and other closing services, we can create better client experiences while giving agents and broker/owners more opportunities to grow their businesses.

A stronger network, not a reshuffled one. We do not win when an agent moves from REMAX to Real, or from Real to REMAX. That is not growth and so we will disincentivize and discourage it. Our growth targets will be focused on agents new to the group. If an agent decides another model suits them better, that is always their decision – we simply won’t engineer or reward it.

We would rather put that energy into making the network more valuable: more referrals across the network, shared training and events, and giving 180,000 agents across the world reasons to send each other business.

Reinvigorating the REMAX brand. REMAX is the most recognized name in real estate. But recognition and momentum are not the same thing. Consumers know the balloon, but fewer consumers and fewer agents feel the energy behind it the way they once did.

Closing that gap is one of the main reasons we came together. We will invest in the brand, the consumer experience, and the digital front door buyers and sellers increasingly walk through first. But ultimately, brand energy doesn’t come from advertising. It comes from agents winning so loudly that people on the outside begin asking what changed.

Our commitments

These are the things I want the Real REMAX Group network to hold us to.

We will work to protect the businesses agents and franchisees have built. For many professionals, that business represents years or even decades of work. Our job is to help make it more valuable – not undercut it or compete with it.
We will protect broker/owner independence. Franchisees run their businesses. That is fundamental to the REMAX model.
We will not surprise agents and franchisees. Changes to economics or agreements will be communicated early, directly and with a reason.
We will keep talking to agents and franchisees – and listening. Directly – not through a survey once a year.

What we ask

Three things.

First, judge us on what we deliver, not what we announce. This letter is a set of intentions. The next 12 months are where we prove them – in the technology we ship, the investments we make and, ultimately, in whether we helped real estate professionals build better businesses.

Second, tell us when we get it wrong. Don’t be polite about problems. Real REMAX Group is a global network of more than 180,000 real estate professionals who know this industry better than anyone. We want to hear where the friction is, what isn’t working and what we can do better.

Third, this will only succeed if we work together. This is the beginning of a new era for both companies. Real and REMAX agents are among the most trusted professionals in real estate, and we are committed to building a platform that helps all agents and brokers succeed for the next 50 years and beyond.

But we won’t get there through decisions made at the top. We will get there by listening to each other, challenging each other and being willing to compromise – while never losing sight of our north star: constantly finding ways to make agents’ lives better.

If we do that together, I believe the best years for both Real and REMAX are still ahead of us.

Thank you for your trust. Let’s go to work.

Tamir Poleg
Co-Founder & Chief Executive Officer
Real REMAX Group