RE/MAX is accelerating the integration of AI and cutting-edge technology to transform how agents engage with clients, generate leads, and deliver results. Initiatives like Max AI, MaxRefer, MaxEngage, and HomeView leverage real-time data, personalized marketing, and AI-driven tools to streamline the homeownership experience and empower its agents. Leading this innovation is Travis Saxton, EVP of Strategy at RE/MAX, who has spearheaded the rollout of these technologies, including AI-powered training through Sky AI and SkyStudio, redefining the future of real estate by combining human connection with next-generation tools.
HousingWire: Since joining REMAX in early 2025, you’ve increased the pace of innovation rollout across the network. What role do you see AI and data playing in optimizing operations and decision-making to enhance the experience for agents and consumers?
Travis Saxton: AI is quickly becoming an everyday utility for our agents, woven into the fabric of everything we do. With 15-20 AI already live or in development, REMAX is entering into a new era of innovation. This year, we launched Max AI, a lead conversion and nurture assistant, and an AI-powered global marketing automation platform that adjusts ads in real time and builds omnichannel marketing campaigns across Facebook, LinkedIn, Instagram, Google, YouTube, Print campaigns, and more. Agents can also create campaigns instantly using generative AI video tools through Marketing as a Service (MaaS), with campaign data feeding real-time seller reports.
RE/MAX is also rolling out an AI email assistant and piloting tools such as AI staging and redesign with RE/MAX Hallmark, RE/MAX Escarpment, and RE/MAX Realtron, with expansion soon across the network. Data remains at the core of this strategy, powering personalization and effectiveness within the MaaS platform to create more innovative, more tailored marketing. For RE/MAX, AI isn’t just a tool — it’s fueling a faster, more creative future for agents and clients alike.
HW: How is technology reshaping the agent/client relationship, especially in terms of predicting trends, customer behavior and investment opportunities?
TS: AI and Technology make data more accessible, more personalized, and more empowering, enabling the most trusted, productive, and professional agents in real estate. We use technology to reshape the long-term consumer-agent experience and have a best-in-class HomeView experience for client communication and collaboration. We can personalize and customize the homeownership experience with accurate AVMs, Market Reports, Home Maintenance, Home Ownership, and Home Management solutions. We are ahead of the curve at REMAX with technology nobody else in real estate has.
HW: How can real estate professionals embrace technology, enhance the customer experience and push the limits of innovation to outperform the competition?
TS: REMAX is living proof of the power of a global network amplified by technology. Our MaxRefer platform leverages AI to scale connections across our network, enabling agents to achieve remarkable results. For example, at our luxury retreat in Austin, I met an agent who closed 51 deals solo — 27 of which were broker-to-broker referrals; demonstrating how our scale, technology, and AI solutions accelerate real-time connection and collaboration.
On the consumer side, Max AI is transforming engagement by generating tens of thousands of leads on REMAX websites and will expand to agent websites in November. Max 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, illustrating how REMAX is leading the industry in AI and innovation.
HW: What technologies beyond AI do you think will have the biggest impact on real estate in the next five years?
TS: At REMAX, we have launched the industry’s first global loyalty, rewards and engagement platform with MaxEngage. Agents earn points for getting loud, completing challenges and engaging with the community. It’s competitive, fun, and effective: top agents can redeem points for swag, event tickets, and more. We believe this platform is just the beginning of how agents interact with technology and marketing strategies.
We are also leaning in heavily to the connection to the home. HomeView is a key part of a broader strategy to integrate REMAX into the homeownership experience. The future of homeownership is evolving, and we’re pioneering technologies and partnerships that let us meet consumers where they live, work, and play.
HW: What training and support does RE/MAX offer to ensure agents can effectively use the latest tools and technologies to succeed?
TS: While REMAX already offers extensive training and education, AI will transform the way our agents learn and grow. We are excited to be developing an AI-powered training, education, and coaching solution with Sky AI, which will live on our SkyStudio — our future intranet for real estate and personal coaching. It will bring all your tools together in one fully integrated place.
HW: In your view, how can technology help level the playing field for agents of all sizes?
TS: This is where the harsh reality — and, most importantly, the opportunity — will set in. REMAX agents are fortunate to have immense talent on our leadership team, innovating extremely quickly, but agents who use AI will be more productive than those who do not. It’s like when the bicycle was invented: at first, you are a little wobbly and need to learn to balance, but once you get used to it, the efficiency compared to walking or running is immense. This is how agents need to think about AI, and at REMAX, we are pushing these bounds to shorten that learning curve and support our network. We are excited to be in over 115 countries, extracting the best AI strategies from around the globe and bringing them to REMAX.
