Booj (short for be orginal or jealous) a real estate technology platform featuring agent websites, CRM, performance and tracking, had developed into a popular enterprise product for mostly large, nonfranchised brokerages when RE/MAX acquired it in February 2018. At the time, Booj had approximately 40 large brokerage clients with a collective of approximately 20,000 agents.
In August 2019, RE/MAX launched booj to its network with then brand CEO Adam Contos said: “The introduction of the booj platform is arguably the single greatest increase to our value proposition in our history.”
In early July, RE/MAX announced it would shutter booj by the end of the year and move to a platform from Inside Real Estate. The move illustrates the immense difficulty brokerage companies face with harnessing technology, and is not unique to Realogy. Compass, Keller Williams Realty and Anywhere Real Estate, to name just a few, have confronted similar challenges in their tech journeys.
In this video, Michael Phelan, T3 Sixty vice president of marketing and technology, and Paul Hagey, T3 Sixty editor-in-chief, discuss the brokerage technology challenge that the recent RE/MAX announcement illustrates.