Keller Williams Claims Refuted RE/MAX Remains The Real Leader in Real Estate

1. RE/MAX Remains The Real Leader
in Real Estate
After more than two decades of competition, Keller Williams announced last year that
its agent count had finally surpassed that of RE/MAX. But does this make it a leader?
It’s one thing to have licenses on a wall, but it’s quite another to have successful real estate
agents. In one of its self-described “most profitable” offices, more than a third of Keller
Williams “agents” hadn’t closed a single transaction in the previous 12 months.
Drawn by the dream of sharing in company profits, many join Keller Williams thinking they’ll make
passive income and a large number don’t appear to sell any real estate. But not every agent receives
profit-sharing payments. The number of those who do is not disclosed. But if every Keller Williams
agent did receive profit sharing, the national average would have been $412 per agent in 2008.
RE/MAX has the most productive sales force in real estate. RE/MAX agents have more real
estate sales experience and hold more professional designations – outstanding agents who produce
outstanding results year after year.
There are a few companies that claim more agents than RE/MAX, but none can claim better agent
performance.
Industry Leader?
It’s understandable that Keller Williams wants to be considered a real estate leader. And it’s
understandable that they would point to any favorable claim to promote such an impression.
However, a close look at true performance demonstrates who the real leader is.
Coldwell Banker
ERA
Century 21Prudential
Keller Williams
13.5
Average U.S. Transaction Sides Per Agent
This chart of national franchise organizations is based upon 2009 data each
organization provided to either REAL Trends, Inc., a leading industry analyst,
or to the United States Securities and Exchange Commission on Form 10-K,
Annual Report for 2009. Prudential data is based on REAL Trends estimates.
Each RE/MAX®
office is independently owned and operated.
Nobody sells more
real estate than RE/MAX
7.3 6.5 5.9
5.6 5.1

2. Surveys and Rankings
In a recent press release, Keller Williams boasts of its very first top ranking among real estate
organizations in the 2010 Entrepreneur “Franchise 500 Survey.” RE/MAX has been honored with this
distinction for nine of the last 11 years. But to be taken seriously, survey rankings must be validated by
results.
Thousands of times a year, consumers vote for who they think is the best real estate organization by
selecting the agent they prefer to work with. For over 10 years consumers have chosen RE/MAX more
than any other brand.
Most Recognized Brand
A recent online survey conducted by RealSure purported that Keller Williams was the “Most
Recognizable Brand” in real estate. Survey author Stefan Swanepoel makes it clear that this is not a
scientific survey. He acknowledges that the poll is so problematic he can’t even place a margin of error on
it. It’s simply an informal online survey that’s more of a social media experiment than it is valid industry
research.
In addition, the question was asked of agents, not of homebuyers and sellers who choose brands based
on their knowledge of them. While Keller Williams actively advertises in real estate trade publications, it
shuns most consumer advertising.
RE/MAX, meanwhile, has 70 percent share of voice in national TV advertising.
The bottom line: RE/MAX agents sell more real estate in the U.S. – or in the world, for that matter –
than anyone else. That is due, in large part, to having the most recognizable brand in real estate.
The REAL Real Estate Leader
RE/MAX continues to be the real estate leader:
• RE/MAX has the most productive sales force in real estate.
• RE/MAX Associates average more sales than other real estate agents.
• RE/MAX Associates lead the industry in professional designations.
• remax.com is the most visited real estate franchise site.
• RE/MAX LeadStreet provides an average of 5,500 leads a day to agents at no cost.
• RE/MAX is in over 75 countries, more than any of its competitors.
• RE/MAX University provides comprehensive education across multiple technology platforms.
• RE/MAX dominated national TV advertising in 2009, reaching as many viewers as ALL other
real estate brands combined.
©2010 RE/MAX, LLC. All rights reserved. Each RE/MAX® office independently owned and operated. 100018A
Nobody in the world sells more real estate than RE/MAX!
Performance Metric RE/MAX Keller Williams
1. 2009 U.S. transaction sides (REAL Trends) 812,056 385,005
2. Transaction sides per agent (REAL Trends) 13.5 5.1
3. Annual Web site visitors (Compete.com, Nov. 08-Oct. 09)) 21.2 million 4.5 million
4. National TV Advertising Share of Voice (Nielsen) 70% 0%
5. Average daily online lead generation 5,500 unknown
6. Total country count 75+ 2
7. Entrepreneur “Franchise 500” #1 Real Estate Rankings 9 1
8. Real estate ranking in 2010 “Franchise Times Top 200” #1 #4