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This time around our leaders knew they had to approach the problem holistically with digital empathy top of mind. That meant conversations with clients needed to lead with genuine caring to help lessen the fear and uncertainty of COVID, the lockdown, and the future. Then conversations could turn to solving problems.

Cash flow was tight or nonexistent. But realistically, you can't ask someone how they're going to pay you and expect a reasonable answer when they're worried about putting food on the table. We had to first care about the emotions of our customers and their clients and solve this problem collectively so we could all solve the cash-flow problem together.

Unlike many real estate organizations, RE/MAX operates as a membership model. Its franchises pay a fixed fee per agent per month regardless of how much business a franchise does, plus a small percentage of commissions. That compares with other operations that generally receive a percentage of commissions as payment.

During recent tough times, among the solutions RE/MAX offered its members was deferring or waiving certain fees. The bottom line was caring about the franchisees first.