Results > REMAX Italia — CRM & digital ecosystem

REMAX Italia: the digital ecosystem that reads the network

 

Over 70,000 records migrated from Salesforce. A recruiting platform that digitized the agent selection funnel. Automated data pipelines that keep the CRM aligned with the operational reality of nearly 400 agencies. And, above all, the ability to analyze the network with a depth that simply didn't exist before.
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The starting point

When Exelab began working with REMAX Italia, the CRM ran on Salesforce with Pardot for marketing automation. Data was fragmented, duplicates were widespread, and reporting was difficult. New agent recruiting was handled through manual processes and disconnected tools.

The strategic objective was clear: grow sustainably. To get there, REMAX needed to recruit new agents, improve the productivity of existing ones, and reduce churn. But before acting on any of these levers, they needed an infrastructure capable of measuring each one. You can't improve what you can't read.

70k+

70.000+

records migrated

400+

recruiting digitized

across 400+ offices

The migration

The first step was migrating the entire CRM from Salesforce Pardot to HubSpot. Over 70,000 records transferred: leads, contacts, accounts, historical deals. The Pardot logic was analyzed, redesigned, and rebuilt in HubSpot.

 

Data was cleaned, deduplicated, and normalized.

By the end, every record in the system had a clear definition, an owner, and an update rule. The foundations had been rebuilt.

Recruiting, digitized

Recruiting is the primary growth lever for a franchise network. Previously, the process varied from agency to agency: spreadsheets, memory-based management, disconnected tools.

 

Exelab built MaxTalent, a talent acquisition platform that manages the entire candidate journey: from first contact to qualification, from interviews to onboarding. Every selection process is tracked with a dedicated pipeline, defined stages, and structured evaluations. Deals managed in MaxTalent convert at higher rates and close significantly faster.

The platform brought visibility where none existed before. Management can now see the health of the entire network's recruiting pipeline in real time.

The data that connects everything

REMAX's real estate management system holds the operational data of nearly 400 agencies and thousands of agents. Exelab built an automated pipeline that synchronizes this data with HubSpot, keeping the CRM aligned with the network's operational reality. Agency, agent, and performance data flows in every day without manual intervention.

The integrations

automated data pipeline

strategic network intelligence

HubSpot CRM sits at the center of a network of communicating systems. The management platform feeds the public portal through the data pipeline.

Max Coach accesses CRM data in real time to deliver personalized coaching on WhatsApp. The business intelligence platform exchanges data with the CRM for executive reporting.

HubSpot doesn't only manage recruiting pipelines. It's also the system that delivers operational support to the entire network: agency requests, technical support, coordination with headquarters. Acquisition, onboarding, and ongoing support all live within the same ecosystem.

The intelligence

REMAX revenue
at all-time high

This is where the infrastructure stops being a technical project and becomes a strategic tool.

The ecosystem built by Exelab made it possible to analyze the network with a depth that didn't exist before. By crossing CRM data with transactional data, agent performance with recruiting flows, and real estate data with market data, new readings of the business emerged that changed how management makes decisions.

Where productivity concentrates and where it doesn't. Which factors predict whether an agent stays in the network. Where the network is underpenetrated relative to market potential. Which levers to activate for growth, and the estimated value of each. Predictive models that identify causal pathways and performance clusters.

This intelligence didn't exist before. Now it drives strategic decisions.

"The ecosystem we built for REMAX makes operational excellence accessible across the entire network, while giving leadership the visibility they need for strategic decisions."
Andrea Carbone, General Manager Exelab

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Andrea Carbone - COO di Exelab

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Le parole di Exelab

“ L’esperienza con Cambiobike è straordinaria. Ci dà la possibilità di collaborare attivamente ad un progetto di innovazione sin dalla sua nascita impattando sul suo futuro. Un team ricettivo ed un grande fiducia reciproca sono gli ingredienti base di questa partnership di valore. ”

Three years, a growing ecosystem

The collaboration between Exelab and REMAX Italia has been running continuously for about three years.

What started as a CRM migration grew into an ecosystem where every piece feeds the next: the franchise website generates leads, MaxTalent manages recruiting, Max Coach supports agents and brokers with AI coaching, and HubSpot holds everything together while producing the intelligence that drives strategic decisions.

Meanwhile, REMAX Italia is experiencing a period of strong growth: aggregate revenue has reached an all-time high and the network is growing again. The digital ecosystem is one of the tools making it happen. The next project is the new B2C website with agentic AI.

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