RE/MAX frequently promotes the experience and productivity of its agents, 135 of whom were named 2024 RealTrends Verified + Tom Ferry The Thousand. This is more than any other brokerage firm. But in 2025, real estate franchisors aim to welcome and develop the next generation of top agents.
According to National Association of Realtors (NAR) According to the 2024 NAR Member Profile, the average age of a real estate agent is 55 years old, and for RE/MAX President Amy Lessinger, this is a clear sign that it’s time for new talent to enter the industry. is.
“We have to continue to focus on the demographic changes that are happening,” Lessinger said in an interview with Housing Wire. “We need to continue to focus on appealing to Millennial and Gen Z agents, including providing innovative tools and a complete ecosystem for agents to do business. I think it will.”
Lessinger said RE/MAX remains focused on leveraging a variety of technology tools to facilitate transactions for agents.
“It is critical that agents and brokers enhance their lead generation and engagement activities and improve overall business efficiency by integrating tools like AI into their services,” she says. I did. “Consumer expectations are rising, and the easiest way to do business requires technology that makes every interaction seamless and efficient.”
The importance of being able to evolve quickly in a way that works for agents is a lesson that Lessinger and RE/MAX will take into 2024, he said.
“Fundamentally, I think adaptability was the big lesson in 2024,” Lessinger said. “The industry has gone through a lot of changes, from payments to market fluctuations, and I think navigating those changes has highlighted the importance of this industry always evolving. It is extremely important for us and our agencies to embrace uncertainty and continue to be proactive.”
Lessinger believes this “adaptive mindset” was key to RE/MAX and its agencies’ success last year, but it wasn’t the only thing. Lessinger said the company is focused on education to best prepare agents, brokers and franchisees to perform at the highest level during an unpredictable year.
“Education is truly a fundamental part of our core. We want our agents to be the most trusted professionals and the most productive professionals, and to do that we need to be able to respond to any market situation. We need to make sure we are always equipping our agents with the knowledge to deal with whatever comes their way.”
RE/MAX hopes that by focusing on empowering agents through education and technology tools, it will help attract more agents to the brand, especially those who are new to the business.
“If we want to attract the next generation of agents entering the industry, we need to strengthen the ways they can improve and evolve their capabilities to quickly gain a foothold in the industry and achieve greater success.” said Lessinger. “In 2025, our focus is to ensure that the education services we provide deliver results. If you rely on it, you have the technology and support, and you are well-positioned to build a successful business.”
In addition to working to appeal to younger agents, Lessinger said RE/MAX is also working on ways to ensure agents appeal to a new generation of homebuyers.
“There will be a massive intergenerational wealth transfer in the coming years, and we must remain focused on that change. Millennials are now the largest homebuying generation, have different tastes,” Lessinger said. “They want a technology-driven search and transaction process. So agents who leverage technology and pay attention to consumer insights can connect more effectively and better serve millennial buyers.” I think it will be possible.”
While Lessinger acknowledges that 2025 will naturally have its fair share of surprises and challenges, he is confident that RE/MAX is on the right track for success next year.
“RE/MAX is a strong brand with a proven system, making it an attractive option for independent brokerages struggling to keep up with their agents’ needs for technology, education and support,” said Lessinger. he said. “I also think the team will continue to grow and attract new agents, ultimately leading to increased market share. We believe we are in a position to capitalize on this trend.”
