Real estate franchisor Re/Max has acquired tech startup booj — short for the phrase “be original or be jealous” — the companies announced Tuesday. Booj develops end-to-end technology including websites, mobile apps, predictive analytics and lead generation systems for the real estate industry. The Colorado-based startup was founded in 2005 and serves 40 regional real estate companies encompassing 20,000 agents. “Our extremely talented team at booj has worked hard to deliver dynamic technology to the real estate industry,” booj Managing Partner John Sable said in a statement. “Joining forces with Re/Max allows us to invest even more in research and development to take our suite of tools to the next level, bringing new and powerful solutions to busy agents and their buyers and sellers.” The acquisition is part of a push by Re/Max to center technology in its business. By bringing on booj, the franchisor hopes to boast a stronger technology focus in-house instead of just adapt…
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