After 22 years at one brokerage, I made a move.
I wasn’t unhappy, and I wasn’t looking to start over. I simply realized I was paying for a traditional brokerage model that no longer matched the way I worked.
That was my annual fixed cost before the 5% franchise fee was added. And I mostly went to the office to turn in a closing.
“I didn’t even know which company you were with. I just knew I could trust you.”
My biggest concern was leaving the name.
RE/MAX has extraordinary name recognition. After 22 years, walking away from that was not a decision I made lightly.
Then a client said something that stayed with me: she didn’t know which company I was with. She knew she could trust me.
That clarified what I already knew. Clients ultimately hire the agent they trust. I wasn’t leaving behind the reputation I had built. I was taking it with me.
I also began looking honestly at what I was paying for: a $950 monthly desk fee, a $400 annual fee, and a 5% franchise fee on every commission. The office could be valuable for an agent who used it regularly. I did not.
I wanted the freedom to put more of that money into lead generation, professional marketing, technology, and the experience I provide my clients.
What could your brokerage model cost?
Enter your annual gross commission income. Then use the written terms from your brokerage or offer to make the comparison yours.
Gross commission income before brokerage deductions and business expenses.
Review or edit the assumptions
Open a company to enter the terms from its written compensation plan.
Real Published standard solo-agent model
My former RE/MAX agreement Deborah’s actual former terms
eXp Published standard model, editable
Keller Williams Common model, local terms can differ
Coldwell Banker / Traditional model Illustrative starting point, local terms can differ
Estimates include the entered split, brokerage cap, monthly fee, annual fee, corporate royalty or franchise percentage, and separate royalty cap when applicable. Keller Williams and Coldwell Banker figures are editable starting assumptions because local office terms can differ. Estimates exclude transaction-based charges, association dues, licensing, optional programs, taxes, startup fees, team splits, and other pass-through expenses. Always verify the complete written plan.
Lower overhead was the beginning, not the whole reason.
Real gives agents several ways to benefit from the business they are already building. Not every benefit is part of how I run my business today, but the opportunity is there.
A straightforward standard model
Real’s standard solo-agent plan is designed to reduce ongoing brokerage overhead.
- 85/15 commission split
- $12,000 annual cap for the standard solo-agent plan
- No monthly brokerage fee
- 100% commission after capping, subject to a fixed transaction fee
Technology built around the agent
Real is building an integrated system for transactions, commissions, marketing, relationships, and business intelligence.
- reZEN transaction and business platform
- Leo AI tools and real-time support
- MLS-integrated marketing templates
- Real Design Center and WealthPlan
More than commission income
Agents can choose from several programs designed to create ownership and additional income over time.
- Optional stock-purchase program with company bonuses
- Additional stock awards for qualifying milestones
- Elite Agent recognition and stock awards
- Five-tier, co-sponsored, and willable revenue share
- Real Retirement program, subject to eligibility
Support without needing a desk
A cloud-based brokerage does not have to mean working alone.
- Collaborative national agent network
- Real Academy live and on-demand training
- Real Partners discounts and resources
- Medical, dental, vision, and specialty benefit options
- One Real Impact agent assistance fund
Paths for different businesses
The standard solo-agent model is only one part of the platform.
- Real Luxury and Military divisions
- ProTeams and expansion-team solutions
- Private Label for eligible independent brokerages
- Real Wallet and integrated financial tools
Connected real estate services
Real is building more of the transaction experience under one roof.
- One Real Mortgage
- One Real Title and escrow services where available
- Real Originate opportunities for eligible agents
- Programs and availability vary by location and qualification
Technology is not an afterthought.
I’m currently beta testing Leo 2.0, which gives me an inside look at how Real is approaching AI-assisted relationship management, lead generation, marketing, and routine business tasks.
I don’t expect technology to replace the personal side of real estate. I want it to handle more of the repetitive work so agents have more time for clients and business development.
Real is also connecting Leo with reZEN, its proprietary platform for transactions, documents, commission information, revenue share, and business tools.
No brokerage is the right answer for every agent.
RE/MAX is different from Keller Williams. Keller Williams is different from Coldwell Banker. Real and eXp use different cloud-based models. The better question is which structure fits the business you want to build.
| Brokerage | General structure | Costs | Notable emphasis |
|---|---|---|---|
| Real | Cloud-based, non-franchise brokerage | Published standard solo-agent split and cap, no monthly brokerage fee | Proprietary technology, collaboration, stock opportunities, revenue share |
| eXp | Cloud-based brokerage | Published national model with split, cap, and recurring fees | Virtual environment, equity opportunities, revenue share |
| RE/MAX | Franchise and office-based network | Split, desk fees, franchise fees, and other charges vary by office and agreement | Global brand recognition and local brokerage infrastructure |
| Keller Williams | Franchise market-center model | Commonly 70/30 with separate brokerage and corporate royalty caps; local market-center terms can differ | Training, office community, profit and growth share programs |
| Coldwell Banker / Traditional | Franchise, company-owned, or comparable traditional office model | Illustrated at 80/20 plus a 6% uncapped corporate royalty; actual terms vary by office | Established consumer brand, office network, luxury presence |
This is a high-level comparison, not a quote or offer from any brokerage. Franchise and local-office arrangements can differ substantially. Ask each brokerage for a complete written compensation and fee schedule.
Real may be worth exploring if you:
- Run your business independently
- Do not need a physical office every day
- Want lower fixed overhead
- Value technology and collaboration
- Want options beyond commission income
A traditional office may fit better if you:
- Want a desk or meeting space you use regularly
- Prefer daily, in-person supervision
- Depend heavily on local-office systems
- Find the physical infrastructure worth its cost
Separate brands within The Real RE/MAX Group
Separate brands. Separate brokerage models.
Real Broker and RE/MAX operate as separate brokerage brands under The Real RE/MAX Group.
Real agents market under the Real brand. We do not use the RE/MAX logo in our marketing, and the brokerage models remain distinct.
For me, the decision to move was still about choosing the Real model: its technology, lower fixed overhead, collaboration, culture, and opportunities for agents.
Curious? Ask me what I would want to know.
I don’t believe in pressuring agents to make a move. I can tell you honestly why I made mine, what has surprised me, what I like, and what I would want to know if I were making the decision again.