Real estate agents spend their days helping buyers and sellers make life-changing decisions. And yet, only10% of real estate clients actually return to their agent for a second deal, despite more than 90% saying they would.
According to RE/MAX CEO Erik Carlson, it’s because of one glaring reason: The industry as a whole still has a long way to go when it comes to putting the customer first.
Carlson joined the Knowledge Brokers Podcast last Friday with Byron Lazine, Tom Toole, and Lisa Chinatti to share his perspective.
After nearly three decades in media and telecom, Carlson stepped into real estate less than two years ago and was immediately struck by how different the industry looks from a consumer’s point of view.
“It was interesting, kind of the lack on the customer focus and the customer experience… if you’re in the coffee business at Starbucks or if you’re in the pay TV business like I ran, I mean, just the emphasis on the customer and that experience is literally insane.”
The Customer Experience Gap
Carlson made it clear: individual agents often provide excellent service, but at the broader industry level, the customer doesn’t always feel like the priority.
Tom Toole reinforced the point, noting that process and execution matter more than brokerage models or flashy tech.
“If you have the best process to help consumers, you’re going to do pretty well in this business no matter where you are.”
For Carlson, the solution starts with raising the bar on professionalism and productivity.
Why Productivity Matters More Than Headcount
In an era where recruiting wars and agent churn dominate headlines, Carlson says the industry needs to shift its focus away from sheer agent count.
“We’re dead set on growing market share… but I truly believe it’s about having professional, productive agents.”
That means broker owners and team leaders must think less about filling rosters and more about equipping their people to succeed.
Lisa drove home the point:
“It’s never just about the agent count. I think everybody’s kind of said it, right? It’s the per person productivity.”
Unfortunately, as Byron pointed out, when an organization’s survival depends on keeping agent count (or specifically Realtor count) high, the drive to increase membership can undermine the client focus.
“There’s been this trickle-down mindset in our industry over decades stemming primarily from the way NAR operates from a membership perspective of everything’s a numbers game… And that has trickled down to the local and state boards, the way they operate.”
With all that in mind, RE/MAX has leaned into:
- The Aspire program, which eases the financial burden of onboarding while tying education directly into agent development.
- Innovation groups, which gather feedback from teams and brokerages to refine tools and training.
- Broker support initiatives, aimed at helping leaders improve profitability without losing sight of the client.
By doubling down on client-centric productivity, Carlson believes agents can deliver stronger results for both their brokerages and their customers.
Practical Innovation and AI Done Right
It’s no secret that AI and AI tools are dominating real estate conversations. But Carlson cautioned against chasing technology for its own sake. In his words:
“We’re not just launching AI to launch AI and talk about that we’ve got AI. We’re really trying to be purposeful in where and how we use AI and technology… to help improve the customer experience.”
RE/MAX has already rolled out:
- MAX/AI on its website, helping connect buyers and sellers to the right agents.
- Lead concierge tools to streamline response times and improve conversions.
- Marketing-as-a-service, where AI sharpens campaign effectiveness at the same or lower cost than traditional approaches.
For Carlson, the value of AI is in how it helps agents win listings, save time, and serve clients better.
Agents who fear being replaced by AI are missing the point. And it’s blinding them to the areas in which AI is already surpassing human operators, as Byron pointed out:
“My conversations on ChatGPT or on Grok are already better than any of my text conversations with humans… when you look at contracts, it’s only weeks, months, or maybe a year before AI can do a better job of walking a customer through a contract.”
From Closing Table to Customer for Life
Even when agents do everything right during a transaction, most still fall short when it comes to long-term client retention. Carlson pointed to a staggering gap in the data.
“Above 90% of folks would say certainly I’ll work with my agent, but it’s like sub 10% that actually do the next time… one of the things that we are helping our network with is our HomeView app.”
The HomeView app is designed to keep agents connected with clients after closing, making it easier to provide ongoing value and earn repeat or referral business.
For team leaders and broker owners, the lesson is clear: don’t let satisfied clients slip away. Building a database is only step one; nurturing it consistently is where the real growth happens.
Closing Takeaways
Real estate has made progress, but compared to industries like retail, hospitality, or media, it still lags in creating truly customer-first experiences.
Carlson believes the fix isn’t more agents, more models, or more tech for tech’s sake. It’s about:
- Building professional, productive agents.
- Using innovation and AI where it improves the customer experience.
- Keeping clients for life, not just until closing day.
Or as Carlson put it:
“We’re not focused on output. We’re focused on outcomes.”
For real estate professionals, that’s the takeaway. Put the customer at the center of everything you do, and use technology and training as tools, not distractions, to build lasting relationships and long-term business.
Watch the replay to enjoy the full conversation.
