Both Sotheby's International Realty and RE/MAX are strong contenders in the real estate market, each with distinct strengths. Sotheby's excels in the luxury sector with its sophisticated marketing and global reach, while RE/MAX offers extensive training, a vast network, and a strong focus on local expertise. The choice between the two depends on individual needs and priorities, with Sotheby's being a better fit for those focused on luxury properties and RE/MAX appealing to those seeking comprehensive support and a broad network.
| Attribute | Sotheby's International Realty | RE/MAX |
|---|---|---|
| Local Market Expertise | Combines local expertise with global connections; experienced agents with in-depth knowledge of local market. | RE/MAX Associates are known as "The Hometown Experts With a World of Experience ". They operate and live within the communities they serve. With years of experience in the local market, RE/MAX agents possess an in-depth understanding of neighborhoods, property values, and market trends. |
| Global Network Reach | Approximately 1,100 offices in 84 countries and territories; $4.6 billion in referral volume in 2024. | RE/MAX has a global network of over 135,000 sales associates in more than 110 countries and over 7,000 offices. This extensive network provides access to a large pool of potential buyers and sellers. |
| Agent Training and Certification | High standards for agents; resources for operational, marketing, recruiting, educational, and business development. | RE/MAX University provides 24/7 access to training videos and courses. Agents can earn certifications and designations in various real estate niches. RE/MAX also offers programs such as "100 Days to Greatness" for new agents. |
| Luxury Property Specialization | Specializes in luxury residential real estate, including high-end rentals, property management, new developments, and real estate investment strategies. | RE/MAX offers courses through RE/MAX University for agents interested in the luxury market. Agents can pursue the Certified Luxury Home Marketing Specialist (CLHMS) designation through the Institute for Luxury Home Marketing. |
| Marketing and Advertising Strategies | Sophisticated strategies using print, online advertising, professional photography, virtual tours, and social media; focuses on video content; 33 million website visitors and 65 million video views in 2024. | RE/MAX provides agents with customizable marketing materials, including ads, social media graphics, postcards, and flyers. The "Unstoppable Starts Here" campaign provides a unified marketing message. RE/MAX also leverages digital platforms and tools for marketing. |
| Technology and Innovation | Digital marketing, VR tours, AR; proprietary technology like Folio; Curate app for virtual staging. | RE/MAX offers a suite of technology tools, including the RE/MAX booj Platform, featuring a CRM, agent websites, and deal management tools. RE/MAX agents in Malta use Onyx, an in-house technology that provides real estate management tools, multi-device access, and real-time analysis and statistics. |
| Client Service and Communication | Aims for exceptional service; some reviews indicate communication issues. | RE/MAX agents are dedicated to keeping clients informed throughout the buying or selling process. Clear communication, responsiveness, and personalized attention are emphasized. |
| Negotiation Skills | Experienced professionals adept at negotiations. | RE/MAX agents have honed their negotiation skills through numerous transactions. They can advocate on behalf of their clients to secure the best possible outcome. |
| Property Valuation Accuracy | Local expertise enables insights; some reviews mention inaccurate price quotes. | RE/MAX agents have a thorough understanding of local market conditions, enabling them to provide accurate property valuations. They consider comparable sales, market demand, and property features to determine a competitive price. |
| Community Involvement | Supports community projects and charities, such as New Story. | RE/MAX agents actively participate in community events and support local causes. RE/MAX has raised millions for the Children's Miracle Network. |
| Years of Experience | Established in 1976; builds on Sotheby's auction house history from 1744. | For nearly 50 years, RE/MAX has been a well-known and trusted brand. RE/MAX Associates lead agents of competing brands in advanced real estate education and production. |
| Commission Structure | Splits typically start around 70/30; experienced agents may negotiate higher splits; franchise fees may apply. | RE/MAX offers different commission split plans, including a 95/5 split with a monthly desk fee and options like 80/20, 70/30, or 60/40 splits without a desk fee. Agents may have to pay a 5% franchise/royalty fee. |