RE/MAX SOUTHERN AFRICA: 30 Years of Trust, Quality, and Partnership

South Africa’s residential property market has shifted dramatically over the past three decades. Political transitions, interest rate cycles, urbanisation, shifting buyer demographics and rapid technological development have all shaped the landscape. The market has weathered booms, recessions, and a pandemic, and is now entering a new phase defined by rising digital adoption and changing consumer expectations. Through all this evolution, one brand has steadily built its position at the forefront of the industry. As REMAX marks its 30th anniversary in southern Africa, the company reflects not just on past achievements but on a legacy of leadership built through scale, culture, and consistency.

The arrival of REMAX in the mid-1990s coincided with a period of optimism and change in South Africa. Real estate, like many other sectors, was opening to new models and new players. Franchising, a concept already well established internationally, began to gain traction locally. REMAX tapped into that wave with a clear value proposition: empower entrepreneurial agents, give them the tools to succeed, and build a trusted brand that resonates with both buyers and sellers. Thirty years later, the results speak for themselves.

MARKET DOMINANCE

Adrian Goslett has seen much of the journey first-hand. “I’ve been with REMAX for 20 years. I started as a Business Development Consultant, looking after franchises. After some time, working across various roles, I became CEO, trying to ensure everyone is moving in the right direction,” he tells Enterprise Africa.

From a single franchise to a continent-wide presence, the numbers speak loudly. “Across the REMAX franchise network, we have 3400 agents and brokers, and 300 support staff. Our sales volume each year is around R30 billion. Internationally, the first REMAX office opened in 1973 but the first office in South Africa opened in 1995,” Goslett explains.

As a franchisor, REMAX SA has focused on enabling others to succeed. “We provide services for franchisees and agents – training, marketing, technology; all the tools that enable an agent to do their job to the best possible standard,” he says. Today, the business is concentrated primarily in South Africa. “95% of our business is done in South Africa and the remaining 5% is spread across Namibia, Botswana, Mauritius, Seychelles, Angola, Mozambique, and Swaziland. We are always looking to expand but growing into other countries is not a priority. We are a franchise company and so expansion of our footprint locally is what we are all about.”

The approach has paid off. “In South Africa, REMAX is as big as the next two agencies combined. From a reach point of view, we have greater market share which leads to a higher propensity for a seller to get a home sold. If you list with us, you have much higher chance of getting your home sold at the right time for the right price,” Goslett says.

PEOPLE PRIORITY

For Goslett, the company’s differentiator is not just size or systems, but people. “Everyone says that their marketing or their tech is better, and that everything they do is unique but ultimately, they all look and feel the same. Our biggest differentiator is our people. Our model is structured in a way that leans more towards an independent agent or entrepreneurial self-starter. We empower people to run their own operation under our umbrella. Because we allow the agent to earn the majority of the commission, we find that we have stronger candidates joining us,” he says.

This focus on people has translated into consistent growth even during difficult times. “Every year we have seen growth. The market in South Africa is not wonderful – we have our own economic challenges – but inside that space our market share has grown every year by about 1%. That doesn’t sound like a lot but to move the needle like that consistently means you have to do a fair amount of business,” he says.

The headcount figures illustrate the point clearly, with RE/MAX expanding by 44% since 2017 in an industry that has achieved just 9% growth.

He attributes this to a deeply embedded shared ethos. “What we expect of our people, and what we train them on regularly is three key words: good, trust, care. Are you good at what you do? Are you someone that can be trusted? Do you care about the customer and their situation? If any client can project those three things and then live up to it, that is who we want to work with. If you are a nice person but you can’t sell a house at the best possible price, that isn’t going to work. We are working with people’s biggest investments and trust is essential. We deal with people, not with houses. Our agents must listen to people’s needs and meet them where they are, not the other way around. We don’t always get it right, but the majority of the time we do, and that is why we have been able to outperform in the industry,” he says.

DIGITAL SHIFT

A big part of the brand’s recent story has been its investment in digital capability. The company has poured resources into website upgrades and technology designed to improve the client experience and support agents in the field. The strategy is to create seamless interactions for buyers and sellers, matching the modern customer’s expectations for speed and accessibility.

The brand updated its website at the end of 2024 and it has been designed to make it easier for clients to find properties, interact with agents, and move through the transaction process with less friction. It integrates new search functions, improved mobile responsiveness, and smarter data tools for agents. Behind the scenes, agents are equipped with technology that allows them to manage leads, track progress, and respond quickly, even on the move. This is particularly important in a market where younger buyers are digital natives and expect immediacy as standard.

“Our global franchisor has released a brand refresh and that launched in February this year. We are busy rolling that out and the new branding will change across all operations in southern Africa,” Goslett explains. The refreshed look is designed to make the branding stand out online while keeping its strong identity intact.

He adds that technology is an enabler, not a distraction. The company’s digital strategy is about giving its people better tools, not replacing them. In a sector where relationships remain essential, REMAX has chosen to augment the human element rather than automate it away. This investment has become a core pillar of the brand’s competitive edge, ensuring that the brand remains relevant in a rapidly changing market.

“The brand refresh comes at a time when the local real estate market is evolving, with more buyers and sellers relying on digital tools for their property needs. The new branding is built to meet these demands, offering the full range of clients, from first-time buyers to seasoned investors, a simplified online experience with a brand that feels modern, fresh and innovative,” he says.

AWARD-WINNING BRAND

Over the years, REMAX has been recognised repeatedly for excellence in the property sector. It has consistently ranked as the top choice for consumers in national studies and has been voted the best real estate agency across the country. These accolades are not just for show; they reinforce market trust and reflect tangible performance on the ground.

At the start of 2025, the company celebrated a haul of awards from across the country throughout 2024, highlighting its strength in a challenging market. The brand was lauded as Favourite Local Real Estate Agent in Port Elizabeth; REMAX Dolphin Realtors and Panache received recognition in KZN; REMAX Toti was named Best Estate Agency in the region; REMAX was labelled the best in Pretoria for both letting and buying and selling, and the Best Estate Agency in Bloem; the company claimed Best Estate Agency in Knysna and Plett; a PMR.africa award was received in the Western Cape for exceptional contribution to the local market; a Luxury Lifestyle Award was claimed in Mauritius, and an International Property Award was received for work in Real Estate Agency Marketing.

“These awards are a testament to the dedication, professionalism, and hard work of our agents and offices across the country,” says Goslett.

The company’s national housing reports are widely read and often shape industry conversations, underlining its role not just as a market participant but as a thought leader in the property sector. Being seen as a trusted voice gives REMAX influence that extends beyond its own operations, helping to set standards across the industry.

Looking ahead, Goslett is clear about the company’s ambitions. “We are always looking to expand and improve in every area. Our goal for 2028 is to have 15% market share and we currently have 11%. That is 30% growth on where we are now,” he says.

Reaching that target will require strategic growth in both franchise footprint and agent recruitment. Goslett believes that the fundamentals are in place. The brand is strong, the systems are proven, and the culture continues to attract ambitious agents who want to build businesses under the REMAX umbrella. The broader property market is expected to remain challenging but stable, and REMAX is positioning itself to grow through those conditions by focusing on service quality, training, and market coverage.

“We constantly focus on our three key words and how they are embedded. The result has been very positive and that is what we will take forward,” Goslett says.

30 YEARS IN

Thirty years in within the Southern Africa region, REMAX SA is not just celebrating its history; it is reinforcing its leadership for the future. Its scale, people-focused model, digital investment, and brand strength have made it a cornerstone of southern Africa’s property landscape.

For Goslett, the company’s success ultimately comes down to consistent execution of its founding principles. The focus on trust, care, and excellence has created a culture that continues to deliver results. With clear goals for the years ahead and a proven formula for growth, REMAX enters its fourth decade with confidence, ready to build on a legacy that has shaped the market for a generation. The brand’s influence now stretches far beyond transactions; it helps shape industry standards, consumer expectations, and effectively manage the too-often-too-stressful relationship that any household has with its most significant asset.