RE/MAX accelerates real estate innovation with AI and technology

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…