Checklist for Agents When Their Office Joins a Major Franchisor

When Your Office Joins a Major Franchisor: A Practical Checklist for Agents

Hook: You just heard your office is converting to a major franchisor — maybe REMAX — and your inbox is full of questions: What happens to your listings, leads, commissions and CRM? This checklist breaks down the legal, branding, leads, CRM migration and commission tasks you must complete now to protect income, clients and career momentum.

The context in 2026: why conversions matter now

Large franchisors accelerated acquisitions and conversions through late 2024–2025 and into 2026. Deals like REMAX’s conversion of two Royal LePage firms in Toronto (about 1,200 agents and 17 offices) underscore a trend: brokerages are consolidating for scale, marketing reach and technology integration. For agents, conversions can mean access to new leads, larger brand recognition and updated tech — but also contract changes, different commission structures, and urgent data migrations.

“Their decision reflects the strength of the REMAX brand and reinforces our strategic direction,” said REMAX CEO Erik Carlson on the Toronto conversion.

How to use this checklist

This article is structured as a step-by-step checklist grouped into priority categories. Treat it as a practical project plan: assign owners, set deadlines and keep evidence (signed agreements, screenshots, system exports). Where applicable, follow the quick templates and email language provided for immediate action.

Priority 1 — Legal and compliance (do this within 0–14 days)

Legal issues determine whether you keep listings, leads and income. Move fast.

• Request and review the franchisor agreement: Obtain the master franchisor agreement, office addendum and any agent-level forms. Look for changes to licensing, fees, indemnity, and intellectual property assignment.
• Confirm your independent contractor / employment status: Does the new franchisor classify agents the same way? Get clarification in writing to understand tax, benefit, and payroll impacts.
• Non-compete and non-solicit clauses: Identify what restrictions apply post-conversion. Ask for carve-outs for pre-existing client relationships and pending deals.
• Listing & MLS assignments: Confirm who controls MLS access and listing ownership during and after conversion to prevent market interruptions.
• Client data and privacy: Require a data transfer addendum. Ensure compliance with Canadian and provincial privacy rules (and any relevant US/state privacy laws if you work cross-border). Ask for a record of all data fields to be migrated and a data retention policy.
• Pending transactions protection: Insist on a written pledge that open escrow/closing timelines and commission flows on transactions already under contract will not be altered by the conversion.
• Legal support window: Negotiate a 30–90 day period where the previous broker remains responsible for legacy legal issues and errors & omissions (E&O) coverage for pre-conversion activity.

Actionable items (Legal)

• Within 24 hours: Ask management for copies of all franchise and agent agreements.
• Within 7 days: Send an email to management asking for confirmation of E&O coverage dates, client-data transfer plan and non-compete scope. Use subject line: "Immediate: Legal clarifications needed for conversion — [Your Name]".
• Within 14 days: If necessary, consult a real-estate attorney and request a written opinion on any clauses that materially affect commissions or listings.

Priority 2 — Commission, splits and compensation (0–21 days)

Commission terms often change during franchise conversions. Be precise and proactive.

• Get the new commission schedule in writing: Obtain a clear chart showing splits, caps, referral fees, overrides and desk fees effective date. Identify grandfathering for active deals.
• Clarify the split on pending deals: Confirm the split for transactions under contract, pending closings, and deals in escrow. Insist on a signed policy if it isn’t already provided.
• Understand lead purchasing or lead fee models: Some franchisors centralize lead generation and charge conversion or lead fees. Ask how centrally generated leads will be distributed and whether leads are considered co-listings.
• Overrides and team compensation: For team leaders, get written confirmation on overrides, desk splits, and any change to how team members are paid.
• Commission disbursement timing: Confirm whether the franchisor uses direct deposit, trust accounting changes or delayed disbursement windows that might impact cashflow.

Actionable items (Commissions)

• Request a sample payout schedule for the first 90 days post-conversion.
• Create a comparison spreadsheet: current split vs. new split, including fees and annualized cost.
• If compensation worsens materially, prepare negotiation points (retention bonus, lead credits, marketing stipend).

Priority 3 — Leads, referrals and lead ownership (0–30 days)

Lead ownership is a frequent conflict point. Lock it down early.

• Define lead provenance and ownership: Identify which leads were generated by the local office, the franchisor’s national programs, or third-party vendors. See our integration blueprint for guidance on tracing origin metadata.
• Lead routing rules: Request a written policy on how leads are routed, lead scoring, and whether leads can be reassigned by the franchisor.
• Legacy lead access: Export and secure local leads before migration. Require the franchisor to provide an export format and timeline.
• Paid lead campaigns: Clarify responsibility for ongoing ad spend and whether agents must contribute to national lead pools.
• Referral fee schedules: Verify any changes to referral partner fees and cross-franchise referrals.

Actionable items (Leads)

• Export your leads and contact lists from CRM now into CSV with timestamps.
• Document the origin of high-value leads (referrals, portal, organic) and notify clients about system updates where appropriate.
• Confirm whether the franchisor will honor existing lead purchases or paid placement agreements.

Priority 4 — CRM migration & tech stack (0–60 days)

CRM migration is the single largest operational risk during a conversion. Duplicate records, broken automations and lost follow-ups cost deals and income.

• Inventory current tech stack: List your CRM, transaction management, lead portals, website, email marketing, IDX, and integrated apps. Consider an edge migration checklist for distributed services.
• Ask for the migration plan: Request the franchisor’s migration timeline, mapping documentation and a rollback plan. Confirm who pays migration costs.
• Data mapping and field standardization: Ensure custom fields map to the new system. Pay attention to consent flags, lead source, deal stages, documents and attachments.
• Dedupe and clean data first: Run deduplication, update contact permissions and fix invalid emails and numbers before migration.
• Protect automations and workflows: Document critical automations (drip campaigns, listing notifications, transaction checklists) and replicate them in the new CRM.
• API and integration checks: Ensure integrations (MLS, email provider, doc signing, accounting) will remain connected. If the franchisor uses different vendors, schedule re-authentication windows. Use an integration blueprint to map dependencies.
• Training and change management: Request specific training dates, role-based guides and sandbox access. Allocate time for practice and shadowing; consider guided AI learning tools for role-based onboarding.

Actionable items (CRM)

• Within 48 hours: Export a complete CRM backup (contacts, deals, notes, documents).
• Within 7 days: Run a dedupe job and fix permissions. Tag VIP clients with "Do Not Transfer Without Confirmation" if needed. (Treat VIP clients as part of your martech VIP program.)
• Before cutover: Schedule a downtime window and customer notifications. Test the new CRM in a sandbox with five real deals.
• Post-migration (0–30 days): Reconcile counts, spot-check pipelines and confirm automations run as expected.

Priority 5 — Branding, marketing and domain matters (0–45 days)

Brand changes affect client trust and marketing continuity. Plan signage, domain redirects, social media and brand voice.

• Brand usage license: Get the franchisor’s brand guidelines, logo assets, and lawful usage terms in writing.
• Signage and physical branding: Create a signage plan and timeline. Negotiate who pays for immediate exterior signage changes if necessary.
• Website and domain migration: Capture current analytics data. Set redirects, preserve SEO URLs and ensure agent profile pages remain live during migration.
• Social media continuity: Export followers, save ad account access and plan unified messaging. Avoid sudden profile deletes that may lose followers or reviews. Follow discoverability best practices when you rebrand.
• Listing marketing: Confirm new broker of record details appear on all listings, and coordinate co-branding for social and print ads.

Actionable items (Brand)

• Create a 30-day brand transition calendar: signage, email signatures, website updates, social posts.
• Prepare two client-facing messages: an initial conversion announcement and an FAQ email. Use clear subject lines like "Important: Our Office is Joining [Franchisor] — What This Means for You".

Priority 6 — Client communication & retention (0–30 days)

Transparent, proactive client communication reduces confusion and churn.

• Notify active clients immediately: Send personalized messages to buyers/sellers under contract. Reassure them about E&O coverage, point of contact and listing continuity.
• Prepare a public FAQ: Address branding changes, how leads are handled, and any impact on commissions or fees.
• Skilled message templates: Draft short email and SMS templates for different client groups: pending closings, active negotiations, past clients and prospects. Consider email templates optimised for AI-read inboxes.
• Client opt-in confirmation: If marketing systems change, re-confirm consent for email/SMS marketing when required by law.

Sample client email (short)

Subject: Important — our office is joining [Franchisor]. What’s changing and what’s not.

Hello [Client Name],

Our office is affiliating with [Franchisor] to expand marketing reach and technology. Nothing about your current agreement changes, and your file remains protected. I will remain your primary contact. If you have any questions, reply to this email or call me at [phone].

— [Your Name]

Priority 7 — Operations & HR (0–60 days)

Operational alignment keeps transactions flowing and protects pay. Items below apply to managers, administrators and agents.

• Payroll and contractor management: Confirm how commissions are reported and paid (T4 vs. 1099-equivalent in your jurisdiction). Understand payroll timelines and tax reporting changes.
• Accounting and trust accounts: Verify trust account management, reconciliation responsibilities and year-end processes.
• Office staffing and roles: Clarify whether admin roles are retained or consolidated. Secure commitments for critical support during the migration.
• Insurance and E&O: Document policy effective dates and any changes to coverage or deductible amounts.

Priority 8 — Training, culture and retention (0–90 days)

Conversions are cultural shifts. Early investment in training and culture reduces agent attrition.

• Training calendar: Demand a role-based training plan, including CRM, brand standards, lead follow-up and compliance modules. Use guided AI learning tools to tailor learning paths by role.
• Mentoring & peer support: Set up peer cohorts to share best practices for new systems and lead handling.
• Retention incentives: If the franchisor offers retention credits or marketing stipends, document eligibility and timelines.

Priority 9 — Reporting, KPIs and governance (0–120 days)

Define how success is measured. Keep transparent reporting during transition to spot breakages early.

• Baseline KPIs: Capture pre-conversion metrics — leads per month, close rate, average commission, pipeline value.
• Post-conversion KPIs: Track the same metrics weekly for 90 days and compare to baseline.
• Escalation path: Get a contact list and SLA for tech, lead, and commission disputes. Escalate unresolved issues to franchisor regional leadership.

Employer hiring & job posting resources (franchise perspective)

Franchisors and acquiring offices often need to integrate hiring and job-posting practices. Use these employer-focused steps to keep recruiting active and compliant.

• Update job listings immediately: Post new employer name, office location, and brand on all job boards and internal careers pages. Include a note that operations remain continuous during conversion.
• Standardize role descriptions: Use templates for agent, admin and manager roles that clarify compensation models under the new brand.
• Re-price postings and packages: If franchisor pricing affects recruiting budgets, re-evaluate sponsored job spend and local marketing allocations.
• Onboarding templates: Prepare standardized onboarding checklists and role-specific training timetables to minimize time-to-productivity.

Advanced strategies and 2026 trends to adopt

Use the conversion to upgrade, not just switch logos. These advanced strategies reflect late-2025 and early-2026 developments:

• AI-driven CRM automations: Adopt generative-AI tools for personalized follow-up sequences, listing descriptions and social ads. Insist on controls for accuracy and compliance.
• Privacy-forward data governance: Implement consent-first marketing and privacy dashboards to comply with evolving laws and consumer expectations.
• Payment-flexible commission flows: Explore instant payout platforms that give agents faster access to commission (some franchisors piloted these in 2025). See scaling martech guidance for incentives and payout programs.
• Omnichannel client experience: Integrate chat, SMS and portal access so a client’s experience is seamless across old and new systems.
• Talent-as-a-Service: Use temporary staffing or fractional marketing support during the first 90 days to avoid productivity dips.

Negotiation tips for agents and team leaders

When the franchisor negotiates conversion terms with your office, protect your interests:

• Ask for a retention credit or marketing stipend for agents who stay through the first anniversary.
• Request a written grandfather clause for commission splits on deals signed before conversion.
• Push for a dedicated migration budget to avoid absorbing tech migration costs.
• Use KPIs to push for performance-based incentives: if lead quality meets pre-agreed SLAs, agents receive bonuses or reduced fees.

Quick conversion checklist (30, 60, 90 day snapshots)

First 30 days

• Obtain and review all legal documents.
• Export CRM backup and clean data.
• Communicate with all active clients.
• Confirm commissions on pending deals.
• Get brand usage and signage plan.

30–60 days

• Complete CRM migration and test automations.
• Reconcile leads and routing rules.
• Finalize payroll and trust-account procedures.
• Host training sessions and document workflows.

60–90+ days

• Monitor KPIs and escalate any unresolved disputes.
• Revisit compensation models and retention packages.
• Optimize marketing under the new brand and measure ROI.
• Document lessons learned and update the office playbook.

Common pitfalls and how to avoid them

• Assuming everything transfers: Always export and verify before cutover. Don’t assume third-party vendor integrations will carry over.
• Ignoring client communication: Silence causes anxiety; proactive messages preserve trust.
• Underestimating training time: Allow two full business weeks per role for meaningful adoption of new tools.
• Not tracking KPIs: Without baseline metrics, you can’t measure migration success or chase remediation funds.

Case example (learning from the REMAX conversion)

In late 2025 REMAX announced conversions of two Royal LePage firms in Toronto — roughly 1,200 agents across 17 offices. Agents reported benefits: expanded global brand reach and improved technology packages. Challenges included CRM consolidation and initial confusion about lead routing. Offices that executed a strict export-and-verify CRM policy and pushed fast client communications reported the least disruption.

Final checklist summary — one-page actions

• Legal: Get agreements & written confirmations (E&O, non-compete, pending deals).
• Commissions: Secure written commission schedule and grandfathering terms.
• Leads: Export now; confirm ownership and routing.
• CRM: Backup, clean, map and test in sandbox before cutover.
• Brand: Plan signage, domain redirects, and social continuity.
• Clients: Send personal messages to active and high-value clients.
• Operations: Confirm payroll, trust accounts and staffing roles.
• Training: Demand role-based onboarding and ongoing support.
• Reporting: Capture baselines and enforce post-conversion KPIs.

Call to action

If your office is converting now, don’t guess — act. Download our free downloadable conversion checklist and email templates, or book a 20-minute consultation with an employment & brokerage transition specialist to review your agreements and migration plan. Protect your commissions, your leads, and your client relationships — start today.

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