REMAX hires Michael Altneu to lead luxury strategy

Michael Altneu recently joined REMAX as vice president of luxury, moving from Coldwell Banker, where he led the brokerage’s global luxury division.

Altneu, who started at REMAX in May, is charged with growing The REMAX Collection and reshaping the franchise giant’s luxury strategy, according to a company announcement on Thursday. His remit includes potential partnerships, program refinements and expanded services aimed at improving REMAX luxury agents’ competitive position with affluent buyers and sellers.

Altneu previously spent five years overseeing Coldwell Banker’s global luxury division, including a marketing platform and a certification program for luxury specialists. Before that, he was senior vice president of marketing at Douglas Elliman, where he focused on new development projects in New York City and Los Angeles.

Altneu is expected to focus on what the company describes as a lifestyle-driven relationship model, aligning REMAX luxury agents with “the brands, experiences and passions that matter most to affluent consumers.” That approach reflects a broader industry shift in which luxury programs are evolving from logo-and-signage campaigns to full ecosystems that include events, cross-brand partnerships and niche lifestyle marketing.

“Michael is an incredible addition to the team,” REMAX president and chief growth officer Chris Lim said in the announcement. “His background, skills and customer-first mindset will have a major impact on REMAX luxury specialists and the entire REMAX luxury operation.”

Altneu said REMAX can leverage its global footprint to give agents “an even stronger competitive advantage in the luxury market” by creating new resources, relationships and growth opportunities. He also emphasized collaboration with agents and owners as he refines The REMAX Collection, saying he plans to listen to the network to identify where new tools and services can drive the most impact.

This article was generated using HousingWire Automation and reviewed by a HousingWire editor before publication.