BOC: Business-Building and booj

1,200 attendees share winning ideas and big plans for the future

By Stephanie Visscher

In a showcase of new resources in the works – including the booj tech platform, enhancements to Momentum, live in-office designation training, and customizable ads – the annual RE/MAX Broker Owners Conference (BOC) in Washington, D.C. displayed RE/MAX moving forward with an unwavering focus on winning.

The RE/MAX, LLC vision shared with 1,200 attendees: to be the industry’s best – by partnering with brokers, empowering agents and attracting consumers.

CEO Adam Contos outlined that vision at the event’s opening session. “We’re a business that builds businesses. We’re playing offense, not defense,” Contos said. “On many levels, RE/MAX is operating with more intensity than ever before.”

The opening session – and the entire BOC ­– reinforced the network’s commitment to agent development, strategic marketing and advanced technology. And it’s all coming together as the industry swirls with chaos and noise.

“I love the mayhem going on in real estate right now,” said Pete Crowe, Executive Vice President of Business and Product Strategy. “You know why? Because people get distracted. And while they get distracted, we stay focused. While they get distracted, we take action.”

The buzz of booj

The entire conference was filled with action. Much of the buzz surrounded booj, the tech company acquired by RE/MAX, LLC in February. This was the first time many of the Broker/Owners got a look at the booj plans for developing a comprehensive ecosystem of RE/MAX technology on one platform.

Two booj sessions were filled to capacity. The combination booj-RU booth in the MarketPlace was bustling the entire time. And the two booj founders – John Sable and Ido Zucker – were treated like rock stars as they made their way through the crowds.

Brokers liked what they saw. After a preview of the ecosystem plan – a data-driven platform where agents will create marketing emails, nurture customer relationships, evaluate leads and more – David LaFleur of RE/MAX Crossroads Properties in Ohio, called the platform “totally game-changing for RE/MAX.”

Others shared his excitement. John Calandruccio of RE/MAX Country in New Jersey said there’s “no question” his agents will be excited when they see the platform. And Mark Snyder, Broker/Owner of RE/MAX Beyond 2000 in Ohio, said “It’s going to be a powerful system – superior to what our competitors have.”

As product development progresses in the coming months, Brokers and Managers will be updated in order to pass along information to agents.

Alpha-testing on an initial CRM product will begin in late 2018, with beta-testing following early next year. Brokers and Sales Associates will be heavily involved and able to provide feedback the whole time. One Broker from Philadelphia, John Benson of RE/MAX One Realty, sees the timeline as an advantage.

“I’ll use the time to learn the system so I can teach my agents and get them ready for it,” Benson said. “I’m super-excited about having everything on one platform.”

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Other BOC highlights

  • Chairman Dave Liniger joined Contos on stage for an opening session conversation about the industry. “Disruption never occurs as fast as the disruptors say it will. If you get lost in the noise, it takes your focus off what you need to do to win. Keep battling and be great. We get more than our fair share from the ones who aren’t doing their jobs right.”
  • Training and Education SVP Amy Somerville’s opening session segment included the announcement that RE/MAX now owns the Momentum curriculum, which was previously an exclusive license. The move creates huge possibilities for enhancing, refining, expanding and digitizing the program. Somerville also announced that RE/MAX University, which recently topped 100,000 certification/designation registrations, will be making it even easier for Brokers to bring live training into their offices. The goal: giving Sales Associates even greater access to business-building live instruction.
  • Marketing and Communications SVP Abby Lee outlined several strategic advancements in the 2019 advertising campaign, including the opportunity for brokerages or agents to create short, customized video spots tied to the national ads. More details will be available through the remaxhustle.com website. Lee also reported great success – and grand ambitions – in three main areas: lifting awareness, creating website traffic (and leads), and increasing consumer engagements.
  • Events VP Pam Harris announced that Tim McGraw will be the Fun Night entertainment at the 2019 RE/MAX R4 Convention, Feb. 25-28 in Las Vegas.
  • Brokers supported Children’s Miracle Network Hospitals throughout the BOC, raising over $30,000 through an auction and other activities.

California’s David Rendall, Broker/Owner of RE/MAX of Valencia and RE/MAX of Santa Clarita, said the 2018 BOC was “excellent” overall.

“I see a lot of very positive changes and growth,” he said. “The Opening Session really articulated a defined vision moving forward.”

Lance Hanson, Broker/Owner of RE/MAX Concepts in Iowa, agreed. “It was exciting to see the future – where we’re going. I’m glad to see the leadership going on the attack.”

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17 comments

BOC was excellent, Our leadership is focused on Agent Training and Growth and how to best use it in todays fast paced tech world. The goals is how RE/MAX agents can serve our clients best! That’s why we are #1.

BOC was fantastic! So excited to hear that RE/MAX is staying focused during all of the distractions. Great speakers with lots of good information. Loved the conference!

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