Senior writer
The Real Brokerage Inc. has announced a definitive agreement to acquire RE/MAX Holdings, Inc., creating a combined entity to be known as Real REMAX Group. The deal, announced on 27 April 2026, values RE/MAX Holdings at approximately $880 million and is expected to close in the second half of 2026, subject to regulatory and shareholder approvals. Real has secured a $550 million financing commitment, arranged by Morgan Stanley and Apollo Global Funding, to refinance RE/MAX Holdings’ existing debt and fund the cash component of the deal.
A global network combined
The transaction brings together Real’s AI-powered brokerage platform with REMAX’s global franchise network, which spans more than 120 countries and territories and includes over 145,000 agents. The combined company would serve nearly 8,500 franchisees and more than 180,000 agents worldwide. On a pro forma basis, the combined business would have generated approximately $2.3 billion in annual revenue and $157 million in adjusted EBITDA before synergies in 2025.
Both the REMAX and Motto Mortgage brands will continue to operate under their current identities. Real will retain its own brand for its owned brokerage operations. The combined company’s headquarters will be in Miami, with significant operations remaining in Denver, and its stock will trade on NASDAQ under the ticker REAX.
Leadership and strategic intent
Real Chairman and CEO Tamir Poleg will lead the new group. “Bringing together Real’s technology and operating model with REMAX’s global reach and franchise model is a transformational moment for the industry,” Poleg said.
REMAX Holdings CEO Erik Carlson described the deal as positioning the network to deliver greater choice, higher productivity and expanded support to agents and franchisees.
What this means for Southern Africa
For the Southern African market, Adrian Goslett, CEO and Regional Director of REMAX Southern Africa, says the development is a positive and strategic step forward. “This move brings together the global strength, reputation, and reach of REMAX with enhanced technology and operational capabilities designed to help agents perform at an even higher level,” says Goslett. “It is not about replacing REMAX, but about investing in it, strengthening it, and positioning it for the future of our industry.”
Goslett says REMAX LLC’s decision to unite with The Real Brokerage Inc. signals a clear shift toward more technology-enabled real estate models, which will enhance the tools, systems, and support available to agents across the network. Both brands will continue to operate alongside each other, with elements of Real’s technology platform expected to enhance the REMAX technology offering over time, initially in the context of the US market.
Local ownership, local decisions
For REMAX Southern Africa specifically, Goslett is forward-looking. “This creates opportunity for our network to benefit from improved technology, smarter systems, and greater efficiency over time, while continuing to operate under the REMAX brand.”
He is equally clear on the question of local autonomy. “Our business in Southern Africa remains locally owned and operated, with leadership on the ground making decisions that are right for our market, our Broker/Owners, and our agents.”
Positioning for what comes next
Goslett frames the transaction within a broader context of industry change. “We are operating in an industry that is evolving rapidly. Technology is advancing, competition is intensifying, and expectations are rising. In times like these, the strongest brands don’t stand still; they position themselves for what comes next.”
