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RE/MAX Goes to Mainstreet for Online Communication and Collaboration

RE/MAX International Inc. has discovered the power and business benefits of the Internet. Real estate consumers have greater access to agents and information. Agents, field offices, and folks in the corporate offices have more ways to communicate and collaborate.

Back in 1994-ancient history in the Internet Age-the company established a Web (http://www.remax.com/) site that's been attracting 30 to 60 e-mail requests resulting in 10 to 20 solid leads every day from consumers seeking agents. Mainly targeting buyers and sellers of private homes, the site lists over 75,000 homes though relationships with CyberHomes* and other sites. The site also boasts an agent referral feature that includes agent photos, short bios, and links to e-mail and personal Web sites.

Bruce Benham, vice president of information technology says the company intends to expand its Internet outreach with more listings and other features, and is continuing to push technology initiatives. More than 200 computers on the corporate network currently run Intel Pentium processors and Intel Pentium II processors. Most RE/MAX agents either use Pentium processor-based systems or will move to them as they upgrade. Soon Mainstreet, a new Internet-based private network, will link everyone in the RE/MAX family through an "extranet" that will include people within the corporation (intranets) as well as outside suppliers.

For a $7 monthly fee, associates will receive a password for logging onto the network to con-tribute information, share ideas, ask questions, get educated-basically collaborate online. "It's the place to find out about all things going on at RE/MAX," Benham says, "and it's much more than chit-chat. People are really doing business as a result of these online relationships." There's also a place for associates to receive online support for RE/MAX software, and a library for downloading company forms, computer templates, and presentations. Another Mainstreet benefit-all members receive a REMAX.NET e-mail address, a perk that makes the e-mail address independent of the Internet service provider.

Phase one of Mainstreet covers just the associates' intranet. In the second phase the extranet kicks in, where approved suppliers such as hardware and software companies, printers, sign painters and others will be online in a kind of mall. This will let associates shop for products and even place orders via an e-commerce engine. RE/MAX expects this will speed the buying and selling process while making it easier to do business. Mainstreet will also allow RE/MAX associates to register for conventions, exchange referral data, and alter their membership profiles.

RE/MAX executives have seen the collaborative power of a strong electronic community, and they expect it to become even better. "The Internet provides something that draws the whole family together and increases their identity with RE/MAX," Benham says. "It's a tool that can only increase the value of the RE/MAX relationship.

Coming Next Week:
Case Study: Molly Wasserman

Contributing Author
Michael J. Russer
Michael J. Russer, President of RUSSER Communications, is an internationally recognized speaker, writer, and strategic consultant for the real estate industry about the Internet. His 22 years experience in the real estate field include the development of marketing and software systems as CEO for a high-tech mortgage consulting firm he co-founded. Also an authority on Internet risk management, he recently authored the industry's first comprehensive Internet policies and procedures manual for those companies that have agents active on the Net. He can be reached at (805) 882-1170 or mrusser@russer.com.