Results > REMAX Italia — AI coaching
REMAX Italia: when thousands of real estate agents have a personal AI coach
An artificial intelligence assistant on WhatsApp that knows each user's context, responds in seconds, and handles hundreds of messages a day. A few months after launch, it has already become part of the REMAX network's daily work.
The context
REMAX Italia is the Italian branch of the world's largest real estate network, with over 4,100 professionals across nearly 400 agencies throughout Italy. It operates on a franchising model where each agency is run by an independent broker with their own team of agents.
In such a distributed network, the quality of training and support varies enormously from one agency to another. Best practices developed over 30 years at REMAX University remain accessible to only a few, rather than being available to all.
The most critical moment is a new agent's first months: those who don't land their first listing quickly leave in the vast majority of cases. Everything that accelerates the path from recruitment to that first listing therefore has a multiplier effect on the growth of the entire network.
~300 messages
per day
74% operational
interactions
Why WhatsApp
The conventional answer would have been an e-learning platform, a portal, a dedicated app, but Exelab proposed a different choice: WhatsApp.
WhatsApp is the tool agents and brokers already use every day for work: no app to download, no new interface to learn. The AI delivers value from day one, because it's already where the user works.
What Max Coach does
Max Coach is a personalized AI coaching assistant, connected in real time to the HubSpot CRM. It knows the user's context, their performance, their role, their agency.
When a broker asks "How am I doing this month?", Max Coach accesses real CRM data, analyzes the recruiting pipeline, compares performance against the previous period, and returns a personalized analysis with concrete suggestions.
It operates in two modes. In reactive mode, the user asks and the system responds. In proactive mode, the system takes the initiative: it sends notifications when a new lead comes in, when a candidate stalls in the pipeline, when performance drops below a threshold.
The knowledge base is built on 30 years of REMAX University training material and is managed independently by the central training team, with no technical dependency on Exelab. When a procedure changes or new training content is added, the system updates itself without any external intervention.
Adoption, five months in
The launch unfolded in two phases: first a solution for brokers and recruiters presented at the Brokers' Retreat in Franciacorta in October 2025, then a solution supporting agents' daily activity in February 2026. Within a few months, Max Coach had become a daily work tool for hundreds of people across the network.
Around 300 messages a day, seven days a week, with roughly a third generated proactively by the system. Delivering the same level of personalized coaching with human trainers would require dozens of full-time people. The most significant figure isn't the volume; it's the nature of the conversations. 74% of interactions are operational: help with the management system, training, onboarding, recruiting support.
Valeria Baggia, COO REMAX Italia
There are questions we didn't expect. It reveals a latent need among brokers, things they want to know. Paradoxically, these might be things even our field account managers wouldn't surface, but they come out through a WhatsApp conversation.
Early signals
Max Coach is still in early staging and, in a sector where sales cycles last months, it's too soon to attribute business results. But the signals are pointing in the right direction.
New agents with access to Max Coach show a higher probability of landing their first listing, which is the most critical step in the journey. The correlation between speed to first listing and tenure in the network is strong: those who get started sooner, stay longer.
The most interesting effect isn't individual but systemic: structured coaching available to everyone, CRM data accessible in real time, and a better-informed, better-supported broker base create the conditions for the entire group to perform better.
Meanwhile, REMAX Italia is experiencing a period of strong growth: aggregate revenue has reached an all-time high and the network has returned to positive growth after years of decline. The digital ecosystem built by Exelab is one of the tools making it happen.
"AI should operate in enterprise contexts not as a substitute for human expertise, but as a multiplier of effectiveness." — Andrea Carbone, General Manager Exelab
What comes next
Max Coach is live in two editions: the Recruiter Edition for brokers and recruiters, and the Agent Edition for agents.
The next project is the new REMAX Italia B2C website, featuring agentic AI for property searches and integrated tools for the daily activities of agencies and agents.
REMAX CRM
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