Real CEO Tamir Poleg flags consumer risk from listing fragmentation

Real Brokerage CEO Tamir Poleg used a personal home-hunting experience in France to illustrate the practical downsides of listing fragmentation. He said his search across multiple websites yielded outdated, inaccurate, or incomplete information, a frustration he links to how buyers and clients interact with property data today. Poleg cited an internal survey in which 95% of agents said clients are not asking about private listings, underscoring how fragmented data shapes demand. He warned that fragmentation could accelerate in coming months as the industry tests new channels and AI-driven workflows. The Real bid to acquire REMAX sits at the center of this debate, viewed not merely as a matter of scale but of aligning value with technology and growth.

Poleg argues the acquisition would fuse Real's cloud-based technology and growth trajectory with REMAX's iconic brand and vast network, addressing a tech gap he believes has slowed North American expansion. He maintains the two companies can preserve REMAX's culture while expanding the tech-enabled model Real champions. The combination could offer agents both greater freedom and more brand presence, under a single umbrella tailored to different working styles. The deal is advancing amid broader industry shifts as brokerages rethink scale, data quality, and the role AI plays in how agents operate and serve clients.