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MAX Merger
The buying spree continues
#136
WELCOME
Want to get a buyer fast? Add a beam. According to one listings comparison report, listings that mention “exposed beams” get nearly 20% more engagement than the average property. Close behind, phrases like “Victorian architecture,” “exposed brick,” and “arched details” also drive above-average interest.
Square footage is nice, but charm still earns the save.
There are two things Holly Meyer Lucas knows better than just about anyone else: high-end real estate and public relations. Combining the two has given her the chance to work with professional athletes and high-profile clients closing multi-million-dollar deals in high-pressure situations. Now, she runs not only one of the most recognizable real estate teams in South Florida, but the fast-growing full-serving branding and creative agency, Hype Boss. Hear how she does it all (and why her approach to branding gets it sold) in this mini-interview with James Harris on Rise Above the Ranks.
TRACK THE MARKET: Meet the latest mega merger
Real Brokerage has agreed to acquire RE/MAX Holdings in a deal that would combine one of real estate’s fastest-growing tech-focused brokerages with one of its largest global franchise networks. The transaction would create a new parent company called Real REMAX Group, which would represent more than 180,000 real estate professionals across 120+ countries and territories, while keeping RE/MAX, Motto Mortgage, and Real operating under their existing brands and models. The deal has already been approved by both companies’ boards and is expected to close in the second half of 2026, assuming shareholder, regulatory, and court approvals.
What does this latest merger mean?
For agents and franchisees inside the two companies, the biggest change will be access to technology, including Real’s reZEN platform, AI tools, and financial products. The merger is also expected to lower operating costs for RE/MAX franchisees.
For agents outside the merged companies, it signals yet another move away from head-to-head competition and towards large-scale partnerships—which could open new opportunities for boutique brokerages.
For buyers and sellers, it means there’s a good chance your next transaction will be powered by Real and RE/MAX. In 2025, the companies supported 1 million transaction sides in North America and 1.8 million globally.
DIVE IN
The Friday Five
📖 The backyard edit. Quick inspo pics for a fresh take on your backyard.
👀 Orlando leaves Malibu. See inside Orlando Bloom’s longtime residence, now listed for $12M.
👀 Tuscan house tour. What it’s really like to live the vineyard life.
💡 First movers. Why it pays (literally) to be the fastest follow up.
💡 Fix your gaps. Find out why your social media approach isn’t working—and what to try instead.
WHAT’S NEW FROM ESTATE MEDIA
From pre-market to pocket listings—here’s what it really means
There’s been a lot of talk lately about pre-market listings and ‘coming soon’ strategies. And now that many home search platforms have their own built-in pre-listing features, the rules are more confusing than ever. That’s why Glennda Baker and Rory Gallod, the President of Growth at Compass, break down the battle behind transparency, accessibility, and competition—and what’s really going on behind the bans, fines, and lawsuits.
Tap to catch this behind-the-scenes discussion on why the top platforms are fighting over timing, plus the real reason Compass dropped their lawsuit:
FEATURED LUXURY LISTING
TIPS & TAKEAWAYS
Negotiate around the number
In some markets, buyers have more room to negotiate right now, but that doesn’t always mean the only leverage point is price.
In many cases, the better play (for buyers and sellers) is to keep the seller’s number intact and negotiate the terms around it—especially on older listings where the price may be a point of tension, but the seller is ready to move.
Catch three more tips for getting the most bang for your buck in a buyer’s market, in The Blueprint.
HANGS & HAPPENINGS
Inman Luxury Connect | San Diego, CA | July 27 - 28, 2026
The industry’s premier event for elite agents and brokers in the luxury space hosts immersive discussions, interactive workshops, top-tier networking events, and a roster of speakers including James Harris, Jason Oppenheim, and Jade Mills.
Tom Ferry’s Success Summit | Anaheim, CA | August 3 - 5, 2026
Among all the real estate conferences 2026 has to offer, none match the scale, energy, or impact of Tom Ferry Summit 2026 — where the industry's most driven agents, team leaders, and brokers converge for three days of cutting-edge strategy and inspiration that turn ambition into action.
Sotheby's International Realty Global Networking Event | San Francisco, CA | October 5 - 8, 2026
The Global Networking Event (GNE) is the brand’s signature event designed for sales associates, managers, and broker/owners. GNE brings the Sotheby’s International Realty community together, giving agents and our network the opportunity to build connections, fuel referrals, and tap into a powerful channel of inspiration and motivation.
Before we go…
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