basically the rpc (rich photorealistic content) are created of the archive, in which to a template, a specific texture is applied plants/persons/cars/ecc..) so that:
- the shape is displayed in the views and in the 3d
- the texture in rendering
the "rpc objects" are managed by a sw called acm (I am not experienced in the matter), which if not erro, in light version is included in mental ray (or something like that).
Therefore, if you have revit rfa families, which cannot be used as rpc, applying to them specific materials (texture), can be used as other families.
of course, the result depends on the "form" of the family and the texture applied for rendering.
I do not use max, but if you carry the family in dwg, with allocation of the materials and indicating the layers, it seems to me that you can import in max..