Riding the Wave of Technological Change at RE/MAX, LLC

Lynda M. Applegate, Ramiro Montealegre, Jeffrey Sweeney

Research output: Memorandum/expositionTeaching case


David Liniger, cofounder of RE/MAX, LLC., wondered if his business was prepared to exploit the next wave of business opportunities in the real estate market. This industry had moved from one in which broker/owners controlled all of the consumers' access to information, to an industry in which the agents were empowered as independent contractors with a fee-based obligation to the brokers, to an industry in which the buyer and seller have direct access to and control of information. Could RE/MAX use the next wave of IT to support its agents while also reaching out to today's well-informed and tech-savvy home buyers and sellers? Would a shift towards direct consumer support jeopardize RE/MAX's franchise sales and agent recruitment and retention?
Original languageEnglish
Number of pages21
Project No.813054-PDF-ENG
Publication statusPublished - 1 Oct 2012

Publication series

SeriesHarvard Business Review


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