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E/MAX is rapidly embedding AI and advanced tech into its operations to reshape agent‑client interactions, lead generation, and performance. Under the guidance of EVP of Strategy Travis Saxton, the company has launched a suite of tools—Max AI, MaxRefer, MaxEngage, HomeView, Sky AI, and SkyStudio—that harness real‑time data, personalized marketing, and AI‑driven automation to streamline the home‑ownership journey and empower agents. Saxton has overseen the deployment of these solutions, turning AI from a novelty into a core component of the firm’s strategy.
Since joining RE/MAX in early 2025, Saxton has accelerated the rollout of new technologies across the network. “AI is becoming an everyday utility for our agents,” he says. “We already have 15–20 AI products live or in development. This year we introduced Max AI, a lead‑conversion and nurturing assistant, and an AI‑powered global marketing platform that dynamically adjusts ads across Facebook, LinkedIn, Instagram, Google, YouTube, print, and more. Generative‑AI video tools let agents launch campaigns instantly, with real‑time seller reports feeding back into the system.”
The firm is also testing an AI email assistant and piloting AI staging and redesign tools with select offices, expanding network‑wide soon. Data remains central, powering personalization within the Marketing‑as‑a‑Service platform and enabling more effective, tailored campaigns. For RE/MAX, AI is not just a tool—it’s accelerating a faster, more creative future for agents and clients alike.
Technology is reshaping the agent‑client relationship by making data more accessible, personalized, and empowering. Saxton notes that RE/MAX’s HomeView platform offers a best‑in‑class experience for client communication and collaboration, delivering accurate AVMs, market reports, and home‑maintenance insights. “We’re ahead of the curve with technology that no other real‑estate company has,” he says.
To stay ahead of competitors, RE/MAX leverages its global network and technology. The MaxRefer platform uses AI to scale connections across the network, enabling agents to close deals faster. At a recent luxury retreat in Austin, an agent closed 51 deals solo—27 of which were broker‑to‑broker referrals—demonstrating how AI accelerates real‑time collaboration. On the consumer side, Max AI generates tens of thousands of leads on RE/MAX websites and will expand to agent sites in November. It can answer listing questions, schedule showings, and provide neighborhood and school insights, all personalized and always available. By continuously evolving, Max enhances consumer access to real‑time information, positioning RE/MAX as an industry leader in AI and innovation.
Beyond AI, RE/MAX has introduced the industry’s first global loyalty, rewards, and engagement platform, MaxEngage. Agents earn points for activity, challenges, and community engagement, redeemable for swag, event tickets, and more. This platform represents the beginning of a new era of agent‑technology interaction. The company is also deepening its connection to the home through HomeView, integrating RE/MAX into the entire home‑ownership experience and partnering with technology firms to meet consumers where they live, work, and play.
Training and support are critical to ensuring agents can harness these tools. RE/MAX already offers extensive education, but AI will transform learning. The firm is developing an AI‑powered training, education, and coaching solution with Sky AI, hosted on SkyStudio—the future intranet for real‑estate professionals. This platform will bring all tools together in a single, fully integrated environment.
Technology can level the playing field for agents of all sizes. Saxton compares AI adoption to the bicycle: initially wobbly, but once mastered, it offers immense efficiency over walking or running. At RE/MAX, the goal is to shorten that learning curve and support agents worldwide. With a presence in over 115 countries, the firm extracts the best AI strategies from around the globe and brings them to its network, ensuring every agent can compete on an equal footing.
