What standards of real estate service and professionalism are Remax franchisees expected to meet?
Remax Franchise · 2025 FDDAnswer from 2025 FDD Document
he use of the term "RE/MAX" in the trade name you adopt for your Office, will inure exclusively to the benefit of REMAX, LLC, and that the same will automatically vest in and remain the exclusive property of REMAX, LLC. You further acknowledge and agree that under this Agreement you shall not acquire any right, ownership or other interests in or to: (i) the RE/MAX Marks, other than the Limited License granted herein, or (ii) the goodwill associated with the RE/MAX Marks.
(3) High Standards of Service and Professionalism Required.
You acknowledge and agree that the RE/MAX Marks embody and represent the goodwill of the RE/MAX organization and identify the RE/MAX Network as the source of the highest standards of quality real estate services and agent professionalism. You agree to ensure that the Permitted Real Estate Service Activities provided by you, and by all Sales Associates affiliated with your Office, adhere to such high standards in regard to all Permitted Real Estate Service Activities offered or provided under the RE/MAX Marks and in the name of your Office. Your Limited License extends only to use of the RE/MAX Marks in accordance with (i) the Agreement and the guidelines set forth in the Brand Standards Manual; and (ii) all applicable laws and regulations pertaining to advertising and marketing, including, without limitation, false advertising, unfair competition and unfair practices. Finally, while you control your marketing choices subject to the mandatory elements set forth in the Brand Standards Manual and the limitations set forth in this Section 4—you agree to comply with, and ensure that your Sales Associates comply with, the business image and operating standards set forth in Section 8 of this Agreement. You understand and acknowledge that such business image and operating standards have been established to protect the goodwill of the RE/MAX organization, as embodied by the RE/MAX Marks, but do not, and are not intended to, govern the day-to-day operations of your Office.
(4) Sales Associates Not Licensed to Use RE/MAX Marks.
You acknowledge and agree that no one employed by your Office in any capacity or affiliated with your Office as a Sales Associate has or will be granted by you or REMAX, LLC any direct or independent right or license to use the RE/MAX Marks, but rather that their use of the RE/MAX Marks comes under and is subject to this Limited License. You agree to ensure that you and everyone employed by or affiliated with your Office who uses the RE/MAX Marks under this Limited License does so only in the name of your Office, in furtherance of the Permitted Real Estate Service Activities provided out of your Office, in a manner that is consistent with all applicable restrictions, including without limitation, those set forth below.
(5) Extension of Limited License to Other/Future Marks.
All provisions of this Agreement applicable to the RE/MAX Marks will apply to any additional trademarks, service marks, commercial symbols, designs, art work and logos that we or REMAX, LLC may in the future authorize you to use.
B. SPECIFIC LIMITATIONS ON LICENSE TO USE RE/MAX MARKS.
Your Limited License to use the RE/MAX Marks is subject to various limitations that are designed to protect the RE/MAX Marks, the goodwill they reflect and the reputation of the RE/MAX Network. In addition to those set forth in the Brand Standards Manual, your use of the RE/MAX Marks must conform to the following requirements and limitations.
(1) Identity of Office, Address and Contact Information Required with RE/MAX Marks.
Source: Item 16 — Restrictions on What the Franchisee May Sell (FDD page 81)
What This Means (2025 FDD)
According to Remax's 2025 Franchise Disclosure Document, franchisees are expected to meet high standards of real estate service and professionalism. Remax emphasizes that the RE/MAX Marks represent the goodwill of the organization and signify high-quality real estate services and agent professionalism. Franchisees must ensure that all real estate service activities provided by them and their affiliated sales associates adhere to these high standards.
To meet these expectations, Remax franchisees should focus their real estate services in market areas where they can directly and personally serve customers and clients, leveraging their knowledge of local conditions, infrastructure, and the housing market. If a franchisee is asked to provide services in an area where they cannot meet these requirements, they are expected to refer the request to the appropriate RE/MAX office for that area. This ensures that the quality of service associated with the Remax brand is maintained.
Furthermore, Remax franchisees and their sales associates must comply with all applicable laws and regulations related to advertising and marketing, including those concerning false advertising, unfair competition, and unfair practices. Franchisees must also adhere to the business image and operating standards outlined in the agreement to protect the goodwill of the Remax organization. Sales associates must also maintain the highest ethical standards in their real estate activities and provide dependable, efficient, courteous, high-quality professional real estate services to the public in a manner designed to maintain goodwill among the public for the entire RE/MAX System.