Every great performance begins with clarity, confidence, and the right tools. That’s why we’re introducing Maestro — HomeServices of America's unified technology platform designed to bring harmony to your work. It’s simpler, smarter, and built to help you focus on what matters most: growing your business.
A Simple, Seamless Tech Experience
A Message from Chris Kelly
President and CEO, HomeServices of America
We’re taking an important step forward as we prepare to launch our unified technology platform—one designed first and foremost to make agents’ day-to-day work easier.
Rather than adding another tool to manage, this platform brings core functions—CRM, marketing, and transaction management—together in one place, with a single sign-on. The goal is straightforward: reduce friction, eliminate unnecessary complexity, and allow technology to support your business instead of getting in the way of it.
The platform also incorporates AI in a practical, intentional way, helping streamline workflows, surface relevant information, and save time—without changing how you serve your clients or requiring you to learn entirely new ways of working. As we move through the rollout, we know there will be questions. We’ve included a Q&A below to address many of them and will continue to provide guidance and support along the way.
This isn’t about chasing the next big technology trend. It’s about simplifying the tools you already rely on, creating better connections between them, and giving you a more consistent, reliable foundation to run your business.
I invite you to take a first look at what’s possible—watch the video of my conversation with Mae, our new AI virtual reality assistant, and get an early glimpse of what the platform can do.
Chris
Maestro Guide
The Maestro Program Guide offers a clear, consolidated look at our unified technology platform—designed to simplify and streamline the essential tools agents use every day. Inside, you’ll find an overview of the platform’s purpose, the challenges it solves, and the key improvements that create a more connected and efficient experience.
Frequently Asked Questions
Q: What is Maestro?
A: Maestro is a unified technology platform for all data, back-office, marketing, and transaction needs. It will simplify and modernize our technology by consolidating over 140 vendor solutions into a single streamlined, integrated solution.
Q: How is our technology changing?
A: Following a comprehensive internal evaluation, the HomeServices technology team identified an end-to-end framework that connects everything from lead generation to client experience to back-office operations in order to unify the enterprise technology stack: Top (website and lead generation), Middle (agent and consumer experience), and Bottom (back office and commissions). Our relationships with most current technology vendors will sunset as part of the technology transition and be replaced by three strategic partners to fulfill all aspects of the new architecture.
Q: Why are we implementing Maestro now?
A: We are implementing Maestro now because our agents need a simpler, faster, and more connected technology experience to compete and win in today’s market. Maestro brings together three strategic partners into one unified platform designed to reduce duplication, eliminate manual work, and create a more seamless flow from lead to closing.
For agents, this means fewer logins, better integration between systems, more consistent support, improved commission transparency, and tools that help you move faster with clients. Instead of navigating disconnected platforms, you’ll operate within a coordinated ecosystem built to support your productivity and profitability.
Implementing Maestro now positions us to stay ahead of competitive pressures, respond more quickly to market changes, and continue investing in tools that directly support your growth.
Q: When is this going to happen?
A: Our priority is readiness over speed. Onboarding activities focus on system alignment, ensuring agents maintain productivity during the transition. All companies began onboarding this January and February, and most, if not all launches, will complete by the end of 2026. The timing for each company’s go live will be based on operational complexity and confirmed readiness — not an arbitrary deadline. This approach sees the transition strengthen your business rather than disrupt it. As soon as your company’s specific timing is confirmed, your leadership team will communicate next steps and prepare you for what to expect.
Q: How will Maestro help agents be more productive, and what should we expect at launch?
A: The goal of Maestro is to provide brokers and agents with a centralized experience, providing necessary tools and information at the right time and in the right place. Data flow and AI-enabled features will allow agents to focus on dollar-productive activities, converting more leads, and closing more transactions. These tools, benefits, and functionalities will be shared in rollout resources as the company’s launch date approaches.
Q: How does this benefit our agent's value with buyers and sellers?
A: Agents today are expected to keep up with consumer expectations for efficiency and immediacy, and our move to Maestro supports that. Specifically, the move to integrated data across platforms, along with AI-driven experiences provided by our new partners, position agents for success.
Q: What is the difference between Lucy and Mae?
A: Lucy and Mae are close friends and work together, but they primarily serve you in different ways. Lucy is the AI assistant designed specifically for agents. She helps with everyday business tasks like creating marketing materials, organizing workflows, and managing client communications. Think of Lucy as your behind-the-scenes assistant helping you move faster and stay organized. Mae (short for Maestro) is the AI guide built into our Reliance websites and designed for consumers. Mae helps buyers and sellers search for homes more naturally, ask questions, and navigate the website in a more intuitive and engaging way. A simple way to think about it: Lucy helps the agent do their job more efficiently, while Mae helps the consumer explore and connect with the agent more easily. They work together as part of the Maestro platform — Lucy supporting you behind the scenes and Mae guiding consumers on the front end.
Q: Will the current agent tools provided by HSoA still be available?
A: Maestro is expected to elevate the efficiency and productivity of all agents, and over time we believe agents will appreciate the new experience and ease of use, while the integrations and AI-enabled tools will deliver greater value to their business than the tools they're using today.
Q: How will agents be onboarded onto Maestro?
A: A combination of agent-experienced HomeServices and brokerage talent will deliver training, supplemented by vendor resources to ensure flexible preparation pre-launch with ongoing skill building opportunities as well. Each company's implementation training lead will develop a training plan specific to their agent needs.
Q: Will all training vary from company to company?
A: No. The benefit of an enterprise platform allows us to tap into the great resources across all of HomeServices. We will provide enterprise-level coaching, structured training programs, implementation support, and ready-to-use materials designed specifically for agents and staff.
This includes live training sessions, on-demand resources, clear communication guides, and practical walkthroughs focused on day-to-day use — not just system theory. At the same time, local leadership and implementation leads will work alongside the enterprise team to ensure the rollout reflects your market, your workflows, and your needs. This combination of enterprise expertise and local support is designed to ensure strong adoption, minimal disruption, and real productivity gains for agents.
Stay Connected for What's Next
As the Maestro technology rollout continues, this page will grow with everything you need to stay informed and confident using the new technology. We’ll be adding new resources regularly. Check back often for updates on training, recent releases, and short coaching videos designed to help you get the most out of Maestro.
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