​REALTORS® are known for being self-starters and go-getters; people persons and relationship builders; expert negotiators and problem solvers; and caring individuals who help their neighbours and support local community groups and charities in countless ways. 

More than 160,000 REALTORS® live and work in communities across Canada. Just imagine if Canadian REALTORS® and the REALTOR® association community were to unite and use their collective expertise and skills to help address some of the most pressing social and environmental challenges together. 

Picture yourself wearing your REALTOR® pin and knowing it represents being part of an industry that is not only making home happen for Canadians but also committed to creating a better tomorrow for all. This is the big idea behind the Canadian Real Estate Association’s (CREA) recent adoption of social purpose, building on the positive contributions REALTORS® are already making every day.

About social purpose

Social purpose is a growing governance best practice for organizations of all kinds, including associations. Not to be confused with vision or mission statements, legal responsibilities or goals, social purpose is an organization’s reason to exist while optimally contributing to the long-term well-being of all people and the planet. A social purpose statement is tied to the core of the organization and is essential to its culture and how it operates. 

There are many benefits and a strong business case for associations like CREA to be purpose-driven, including: 

• ensuring long-term relevance; 
• demonstrating leadership; 
• raising brand visibility and enhancing reputation; 
• attracting and engaging members; 
• fostering collaboration with partners; 
• attracting board members and staff; and 
• supporting members in their own quests for purpose.

CREA’s new social purpose statement

Two years ago, following direction from the CREA Board of Directors, CREA’s ESG (Environmental, Social and Governance) Committee set out to define a social purpose for the association. The Committee engaged leading Canadian social purpose expert Mary Ellen Schaafsma of Purpose Pathways Consulting for guidance and oversaw an eight-month process that involved consultation, discussion, and collaboration with fellow REALTORS®, board and association staff, and external stakeholders. 

Through engaging workshops and interviews, these members and stakeholders were consulted on what CREA and its membership offer the world, what the world needs, and the intersection between the two. They were asked for insights on how CREA could use its core competencies and assets to make the best possible impact for the benefit of its REALTOR® members, their businesses, their communities, and the world around them. The input they provided was analyzed and core themes emerged, which were then refined into an overarching statement and underlying narrative.

In early 2024, CREA unveiled its new social purpose statement: CREA opens doors to thriving futures for all, beginning with home. It’s premised on four fundamental beliefs:

1. housing is a human right; 
2. home fosters human dignity and belonging; 
3. a healthy environment is critical to a thriving future; and 
4. collaboration is the key to unlocking positive change. 

CREA’s purpose journey continues

While the activation and integration of CREA’s new social purpose will be a long-term journey, CREA’s volunteer leaders are already appreciating the preliminary impact of this new “North Star” for the association.

For Amar Badh Singh, ESG Committee member, it validates his own personal purpose and strengthens his feeling of connection with the greater REALTOR® community. “For me, being a REALTOR® has always been about more than just helping clients buy and sell homes,” Badh explains. “CREA’s new social purpose really resonates with me and inspires me to continue doing my part to build community rooted in resilience and optimism.”

For James Mabey, CREA Board Chair, social purpose has already proved to be a valuable decision lens and reminder of our association’s values. “Our new social purpose statement helps expand our Board’s thinking about what we REALTORS®, our stakeholders, and our partners can do together to make the positive changes we want to see in the world. We added the social purpose statement at the top of every Board meeting agenda package, apply it to key discussions at the board table, and we’re looking forward to having it front and centre during our strategic planning later this year.”

The announcement of CREA’s new social purpose has also drawn attention from outside of the industry. “CREA has taken a bold step by adopting their new purpose,” says Coro Strandberg, President of Strandberg Consulting and one of the Founders of the Canadian Purpose Economy Project, which aims to accelerate Canada’s transition to the purpose-driven economy. “This could pave the way for social purpose to flourish in the real estate sector, driving social outcomes in communities, one homeowner at a time.”

Learn More

To follow CREA’s social purpose journey and learn about ways to get involved, visit CREA.ca/purpose.

For Realtors, building community and nurturing client relationships are key to an impactful digital marketing strategy. In an industry built on trust, reputation and connections, staying engaged with clients and industry peers—both online and off—is imperative to thriving business growth. 

Threads has become an excellent tool for building authority, growing your community, and deepening connections with potential and existing clients. So, how does it fit into your marketing strategy?

The text-based platform developed by and integrated into Instagram, enables you to foster connections in a casual and conversational setting. Unlike the visual-heavy Instagram, Threads centers around quick, text-based interactions, encouraging spontaneous exchanges and more authentic conversations. While X (formally Twitter) focuses on trending topics and news, Threads focuses on personal interactions.

This social sharing app offers a unique opportunity to reach people in a less formal way—ideal for real estate professionals who want to nurture relationships while staying top-of-mind for future buyers and sellers.

Why use threads in your marketing strategy?

Build community

Engaging with potential clients, fellow Realtors and industry professionals not only keeps you informed on market trends but also creates a powerful network of connections. By actively participating on Threads, you’re doing more than promoting your services—you’re cultivating relationships that foster trust, support, and mutual growth. These connections can lead to valuable referrals, collaborative opportunities, and a stronger presence in the industry, reinforcing your role as a trusted and engaged member of the community. Building connections on Threads can lead to valuable referrals and collaborations.

Nurture client relationships

Threads provides a unique opportunity to engage with your clients on a casual level. Keep your posts conversational and relatable, sharing insights about the real estate market, tips for home buyers, or even personal anecdotes. This approach helps humanize your brand and fosters a deeper connection with your audience. 

Conduct market research

Share your thoughts on topics that excite you, such as current market trends, local events or real estate tips. Monitor the engagement on these posts to identify which topics resonate with your audience. Expand on successful topics and post long-form content on blogs, newsletters or other social media platforms like Facebook, Instagram or LinkedIn. 

How to get started

Getting started with Threads is easy and can quickly become a valuable addition to your marketing toolkit. Here’s a step-by-step guide to setting up a profile of your own:

1. Since Threads is connected to Instagram, you’ll need an Instagram account to create a Threads profile. This account will also serve as a link between your Instagram and Threads audiences, boosting your visibility on both platforms.

    

2. Download the Threads app or go to threads.net. Enter your Instagram username and password and click Log in. This integration simplifies the process and allows your Instagram followers to find you easily on Threads, helping you grow your audience faster.

    

3. Create a profile that reflects your brand. Choose a high-quality, professional photo and write a bio highlighting your knowledge and services.

    

4. Start posting and sharing bite-sized updates, tips, or insights related to the real estate market. Ask questions, and share thought-provoking statements. Remember to keep it casual and conversational to engage your audience.  

    

5. Take the time to engage with and respond to others. Remember, social media is about being social and Threads is no exception. Follow accounts and interact with other users’ content by replying to their posts, sharing your thoughts and asking questions to build connections. Look for opportunities to connect with fellow real estate professionals, local businesses, and potential clients.

Threads offers a unique opportunity to elevate your marketing strategies by fostering real-time, conversational connections. You can keep your content fresh and engaging by sharing quick real estate tips, responding to client questions or spotlighting local neighbourhood highlights, all in a natural and personable way.

Incorporating Threads into your marketing strategy also opens up valuable opportunities for quick market research. Testing short-form content on Threads lets you gauge your audience’s interests and see what resonates most. Whether it’s insights on the local market, first-time buyer advice or sneak peeks at new listings, you can analyze what captures attention and use that information to create long-form posts on other platforms. This approach not only refines your overall content strategy but also keeps you active in industry conversations, positioning you as a knowledgeable and engaged realtor.

The best part? Threads is easy to integrate without overloading your schedule. Its quick, spontaneous format allows you to create meaningful content without the pressure of crafting lengthy posts. Start incorporating Threads to build your client relationships and refine your marketing strategy and watch as it becomes a valuable asset.

Don’t forget to follow REM on Threads.

Many of us have a love/hate relationship with change. Brace yourself. Among the latest disruptors attempting to flip the residential real estate industry on its head is Hyyve, a soon-to-be-launched Toronto-based platform where Realtors bid on residential listings, competing with other agents in what’s essentially a bidding war to get clients. 

Yes, you read that right. Agents pay upfront for the right to list a property. 

 Sellers keep the cash, regardless of the outcome

What’s more, homeowners get to keep the cash the winning agent bid, even if the property doesn’t sell.

Although bidding for listings won’t be everyone’s cup of tea, “It gives you a direct line to sellers who want to go to market,” points out Toronto boutique brokerage agent Dorian Rodrigues, who recently signed up. “It’s another way to generate business…and will inspire agents to put more resources towards the listing.”

The platform, the first of its kind in Canada, is currently taking agent registrations and is expected to launch in time for the spring market. If all goes well, the plan is to expand across the country. 

Not a brokerage, but a bold industry disruptor

Not to be confused with a brokerage, this is a system designed to disrupt the way sellers choose a Realtor, with an added incentive for them in the form of bid cash from the agent in advance of a sale. For agents, it’s a different twist on lead generation. The expectation is that this seller-friendly approach may appeal most to tech-savvy, cash-pinched younger sellers in their 30s and 40s, who may not have strong established connections with a Realtor. 

Agents must pay a monthly subscription fee to place bids on Hyyve (reportedly a few hundred dollars per month on average).

Weighing the pros and cons

Potential pros and cons are being weighed up by industry experts. Re/Max Canada president Christopher Alexander thinks that the Hyyve platform is likely to be a complement to the industry, providing more choice for sellers. But he adds that the risk that some homeowners on the platform might “prioritize agents based solely on price” rather than on expertise could be problematic.

Patrick Armstrong, who co-founded Hyyve along with fellow entrepreneur Kirstin Thomas, agrees that’s a valid concern. But the platform is designed “to encourage sellers to consider overall value rather than just price,” he insists. 

“Listings are inherently valuable and are something that should be monetized and controlled by the home seller,” Armstrong maintains.

He adds, “We don’t typically label ourselves as industry disrupters.” 

Almost everyone else does though. 

With Hyyve, Armstrong asserts, agents gain access to a wider client base and high conversion listings, while “sellers benefit from upfront cash, better agent competition and increased transparency.”

Transparency is what attracted registrant Leo Naiman, co-owner of a Toronto flat-fee brokerage. “Too many details are unclear in a regular deal,” in his view. “I’m all for any move towards more transparency in the industry.”  

 A draw for sellers and Realtors?

Here’s how the platform works. Sellers upload their property details free of charge. Then agents can submit detailed bids that give a comprehensive description of their credentials, sales plan, and the services they’ll provide—marketing, staging, perks, terms, etc.—along with the commission and bid amount they’re offering to secure the listing. (Agents can’t see each other’s bids.) 

Homeowners choose the best bid for their purposes based on this information. The expectation is that sellers won’t necessarily just go for the agent offering the highest bid and lowest commission, but instead will focus on who’s most likely to move the listing. But that decision is entirely up to the homeowner. Armstrong points out though, that “agents who overbid and under-perform will quickly lose credibility.”

He’s aware that the open bidding process means Realtors “may face stiff competition, especially from well-established agents or large teams with greater resources.” But he believes the Hyyve app can also be a boon for newer agents, allowing them to “stand out by offering creative bids, detailed sales plans and additional services that differentiate them.” 

Hyyve takes a cut 

Once a bid is accepted and certain conditions have been met to ensure that it’s legit, Hyyve takes its full commission of 30 per cent from the winning bid amount. The rest goes to the homeowner. For instance, Armstrong explains, if an agent’s successful bid is $1,000, Hyyve—which doesn’t touch the agent’s commission—takes $300. The remaining $700 goes to the homeowner upfront.

Hyyve’s job is then done and the listing falls into the regular system.

Sellers potentially stand to make much more than this. Armstrong says that in countries where similar marketplaces exist, research shows that listings can earn up to 0.65 per cent of the expected sale price. That’s $6,500 on a million-dollar home. 

On the platform’s website, it’s noted that agents in these competitive bidding situations often reduce their commission and offer additional services. That’s encouraging news for sellers, not so much for agents.

 It’s true that homeowners can keep the bid cash even if the property doesn’t sell, although there are stipulations to protect the agent from seller non-compliance. Armstrong explains that if the homeowner breaches the listing agreement by such actions as failing to facilitate showings, not cooperating or trying to fire the agent without cause, “they forfeit the bid cash” and the agent is refunded.

Safeguarding against misuse 

As for the potential issue of a client repeatedly listing the same home with Hyyve just to collect bid amounts, the platform does its best to prevent this by such measures as monitoring listing patterns and having clients meet strict eligibility criteria, says Armstrong. 

“If a seller repeatedly lists without genuine intent to sell, they can be barred from the platform.”

Cloud-brokerage Realtor, podcaster and REM columnist, Daniel Foch believes that Hyyve is a “game changer,” giving agents a centralized place to compete while providing clients with a consumer-first approach.  

He recently became a member of Hyyve’s advisory panel. His reasons?

“I want to be part of anything disruptive in real estate.”

More Ontario Realtors now have access to more data as the PropTx MLS database expands to include listings from most boards in the province. 

PropTx, a wholly-owned and for-profit subsidiary of the Toronto Regional Real Estate Board (TRREB), promises members access to a centralized MLS, a long-standing priority among Realtors, according to TRREB CEO John DiMichele. 

“This has been a strategic focus, and through the creation of PropTx, was a key mandate for the organization,” says DiMichele. “The participating boards and associations were essential collaborators, recognizing that working together benefits all Realtors. A unified MLS database ensures consistency and continuity as it matures.”

Participating boards and associations currently have access to the PropTx MLS system, with the final stages of data transition underway. DiMichele explains several enhancements are expected in the first quarter of 2025, including expanded mandatory fields and the integration of pre-populated external data sets. These updates are based on feedback from participating boards and new users of the platform.

Participating boards and associations

The following boards and associations are part of the PropTx MLS collaboration:

• Toronto Regional Real Estate Board (including the former Brampton Real Estate Board)
• Central Lakes Association of Realtors (including Durham, Quinte, Northumberland, Peterborough, and Kawartha Lakes)
• London and St. Thomas Association of Realtors
• Niagara Association of Realtors (NAR)
• Kingston & Area Real Estate Association (KAREA)
• Timmins, Cochrane & Timiskaming District Association of Realtors
• Ottawa Real Estate Board
• Cornwall & District Real Estate Board
• Renfrew County Real Estate Board
• Rideau-St Lawrence Real Estate Board
• Oakville, Milton & District Real Estate Board (OMDREB)
• One Point Association of Realtors (formerly Lakelands, Guelph & District, Huron Perth, and Grey Bruce Owen Sound)
• Woodstock, Ingersoll Tillsonburg & Area Association of Realtors (WITAAR)
• North Bay & Area Realtors Association (NBARA)

DiMichele explains that through PropTx, members of these associations have access to more data than ever before, and that will expand as new features are introduced.

“The move towards a single MLS database creates incredible efficiencies for Realtors, both in the operation of their business as well as in the cost of operating their business,” DiMichele says. “The move towards a single MLS database reduces the need for interboarding MLS listings as well as paying for multiple real estate board and association memberships.”

TRREB’s CEO calls PropTx a for-Realtors-by-Realtors solution, “The long-term strategic goal of PropTx is to continue to offer a range of best-in-class tools, insights, and applications to improve the transaction experience for realtors and the clients they serve efficiently and effectively.”

Impact on ITSO

More boards transitioning to PropTx marks a shift for the Information Technology Systems of Ontario (ITSO), a not-for-profit corporation established in 2020 with the primary goal of creating a unified MLS.

Geoff Halford, ITSO chair, says the organization was initially created to increase access to MLS data through the operation of a regional MLS System when associations were not ready to amalgamate but wanted to share data. Halford says this purpose may no longer be relevant.

Member boards such as KAREA, NAR, OMDREB, NBARA, WITAAR, and OnePoint are leaving or have left ITSO in favour of PropTx.

Halford acknowledges the evolving landscape and its potential impact. “We are proud of the success we had creating a regional system that at its peak brought together 23 real estate associations and more than 24,000 users who had access to data from 29 of the real estate associations in the province, but we also understand that the landscape is quickly changing,” he said, adding  ITSO remains committed to supporting its current member associations, ensuring that the system continues to meet their needs.

“We are disappointed that a solution could not be arranged with TRREB that would have fostered competition in the MLS services market…” Geoff Halford, ITSO chair

ITSO will operate its MLS system for its remaining three member boards, the Barrie & District Association of Realtors (BDAR), Brantford Regional Real Estate Association (BRREA), and Cornerstone Association of Realtors, for the next two years under the current MLS Services Agreement.

“We will be reviewing what is in the best interests of our members and the future of ITSO over the course of the next two years,” says Halford.”There are other MLS Systems in Ontario and in other provinces that operate with far fewer users than ITSO, so we know such a system is viable, but we also understand the political pressure that our remaining members face to solve the problem of fragmented data access.

“We are disappointed that a solution could not be arranged with TRREB that would have fostered competition in the MLS services market and enabled all realtors in the province to access all the MLS data they need in the system of their choice.” 

Halford adds, “It is especially disheartening to see Realtors who formerly used the ITSO system complain on social media about the quality and quantity of listing content they now have access to in their new MLS System, as ITSO and its members prided themselves on building a comprehensive database of detailed and accurate MLS listing content.”

Industry perspectives

Paul Czan, president of the Ottawa Real Estate Board, says the board joined PropTx last fall.

Czan explains, “This new platform promises a much better experience with more data readily available. Faster communication and smoother transactions, in a sense. Another thing is we’re able to have input on the system.”

OREB’s president has high hopes for PropTx’s impact.  “I think it’s going to be a platform that’s going to bring stability and consistency amongst a bit of a shifting landscape in our industry, meaning that Realtors can be assured that they can have access to the same quality data as their counterparts in all the other regions.”

Editor’s note: The original article stated that the Ottawa Real Estate Board had left ITSO for PropTx. The board was not an ITSO member and the article has been updated to reflect that.

A competitive housing market and affordability crisis are leading more Realtors to work with renters. A rise in rental scams, along with high interest rates facing prospective buyers, means professionals should consider investing in working relationships with renters, according to two Ottawa agents.

“We are big advocates of doing it,” says Realtor Hussein Zeineddine. He and Matt Assaf of Engel & Völkers Ottawa suggest working with renters as a way to position themselves for the future, developing connections with individuals whose needs and situations may change over time.

“Whether they are buyers or sellers, renters or landlords, we take care of them the same. Sometimes the commission is a tenth of what it could be, but our goal is to build a relationship.”

According to their data, in the first 10 months of 2023, the brokerage processed 371 rental transactions. In the same period this year, 533 transactions took place—a 44 per cent increase. Rentals in 2024 represent 27 per cent of their business’s transactions,  a sizable increase from the 10 per cent rental transactions represented before the pandemic. Zeineddine and Assaf cite a confluence of factors, including a rise in rental scams. Working with an agent and using MLS provides more security than Facebook Marketplace, Rentals.ca, or Kijiji.

Rise in renters using Realtors

“A lot of times when people reach out, they don’t know who they are reaching out to, if it’s a landlord or a scammer,” Assaf said of such sites, while MLS offers peace of mind. “Whoever is claiming to be the landlord, we have access to information. That’s the most important thing. The general public doesn’t have access to that.”

Rental scams are on the rise across the country amid an affordability crisis. In September, CBC reported that 35 people in Kitchener-Waterloo lost a collective $40,000 due to scams, which included individuals posing as an owner of a unit. Similar stories have been reported across the country, from Calgary to New Brunswick, and Ottawa to across Toronto.

Kingsley Ma, vice president of Re/Max Canada, believes renters will continue to seek out licensed agents amid a rising number of scams. 

“There’s a lot of fraud going on, and that number is increasing unfortunately, because the rental market is so competitive,” he said. “If you have a licensee, they go through an education process, and they’re associated with a company that helps guide them through the process. It adds an additional security layer.”

Ma says there are too many risks on sites like Facebook Marketplace. “Why would you trust someone who has no license, is not associated with any company, and you probably don’t know who they are?”

Realtors advocate for prospective renters 

Zeineddine and Assaf point out there’s another advantage for renters to seek out agents: they can work with landlords to get applicants at the top of the list. They argue savvy agents can help renters stand out in a competitive market involving bidding wars and nervous landlords.

“We always try to set up a virtual call with the landlord and tenant,” said Assaf. ” A lot of times the landlord looks at the application, they may see a pet listed, and they may say ‘next.’ If you’re working with the tenant, you know they’re good, so landlords may give them a different look than just reading their name. If they can see a face, it can build rapport, and it helps the tenant.”

By using MLS, both renters and landlords can feel more comfortable. And developing a relationship with renters can lead to more transactions in the future.

“It is a good idea to work with renters,” said Ma. “Especially with younger renters, at some point in their lives, things change and they might consider buying a home. Ultimately you will get an opportunity to get that transaction when the time is right.”

Ma adds, “It’s a referral business at the end of the day.”

More time and energy, smaller paycheque 

Zeineddine and Assaf both admit, however, that conducting rental transactions can involve more time and energy, with a potential for more frequent viewings and an increase in paperwork. While buyers are more picky, renters may want to see as many places as possible. Working with rental transactions also calls for understanding what can be complex rules and regulations governing landlord and tenant relationships.

“I think the percentage of Realtors who could represent a tenant properly is quite high, but I don’t think many agents are going into that avenue of business, ” said Zeineddine. “They are focused on selling properties.

“The rental market is an up-and-coming market, but to do it properly and do it well, it’s about understanding landlord and tenant boards, it’s a matter of being on top of those new legislations.”

Renters may eventually turn into buyers 

Assaf believes it’s worth the work. An expensive housing market may make some potential buyers want to wait, renting in the meantime until favourable conditions arise. Some new homeowners, meanwhile, may be looking to rent a unit within their home or seek out investment opportunities, which requires knowledgeable agents.

“A lot of people are resorting to renting, that’s the reality of things,” said Assaf. “But you keep in contact, provide advice, and build a relationship. My best advice to newer agents is to think of the big picture.”

Establishing a connection with renters can mean new leads and myriad opportunities in the future. Ma also believes it’s worth the work, but if as an agent your focus is on buying and selling, then it’s important to make sure another company or property management group can take care of the renters.

“Real estate business is a relationships business, referrals go back and forth,” he said. “What you do for people, people will do for you.”

Social media isn’t just a platform for scrolling through memes and vacation photos—it’s a powerful tool for growing your real estate business. The top-performing agents know this and have mastered the art of leveraging platforms like Instagram to generate leads, showcase their expertise, and connect with potential clients.

For Realtors looking to elevate their own online presence, checking out industry leaders on social media can be a game-changer. These agents are setting the standard, sharing valuable content, and offering insights into what works in today’s competitive market. 

In this article, we’re spotlighting the top five real estate agents, in no particular order, to take a look at on social media. Whether you’re seeking inspiration, actionable tips, or a fresh perspective on online marketing, these pros are paving the way for Realtors to thrive on Instagram.

Brooke Hicks

Instagram Handle: @brookekhicks

Brooke’s Instagram strikes the perfect balance between showcasing homes and showcasing herself. Her reels go beyond traditional property tours, using humour and creativity to give her audience a taste of what it’s like to work with her.

In her listing reels, Brooke focuses on creating immersive experiences that go straight to the heart of what buyers really want: a vision of their future life. She often highlights local businesses within walking distance of the home which paints a picture of the community her clients could call home. Brooke leans heavily into showcasing the lifestyle—imagine hanging clothes in the closet, pulling back the curtains in the morning and cozying up with a book on the couch. 

But Brooke doesn’t stop at listings. Her non-listing reels are packed with humour and personality, giving her audience a glimpse of her authentic self and what working with her might be like.

Take a look at some of our favourite Reels:

https://www.instagram.com/reel/C7EffrSOzme/

https://www.instagram.com/reel/DBydTnfx7LF/

https://www.instagram.com/reel/DCXw9LkOCwP/

https://www.instagram.com/reel/C7E0k7KRbLG/

Patric Tremblay

Instagram Handle: @patricnokrealtor

Patric has turned real estate marketing into a form of entertainment. His Instagram is a goldmine of humour and creativity, making it a standout from cookie-cutter content. 

When it comes to his listing reels, forget straightforward house tours—his content is designed to make you laugh while keeping you glued to the video. Whether he’s freestyle dancing in every room or pretending he’s about to be run over on the driveway, Patric ensures his audience is not just watching but thoroughly enjoying every second.

In his regular reels, Patric gives followers a hilarious behind-the-scenes look at what it’s like to work with him. These glimpses of his personality—full of self-awareness and charm—connect deeply with his ideal clients, who are drawn to his openness and sense of humour.

Patric’s account is proof that taking risks and breaking the mold can pay off big, offering inspiration for agents who want to stand out in a competitive market. 

Take a look at some of our favourite Reels:

https://www.instagram.com/reel/DAWIXugRtlv/

https://www.instagram.com/reel/C87SsM9NPD1/

https://www.instagram.com/reel/DDAJYN5N6tX/

North Group Real Estate

Instagram Handle: @northgroup_realestate

North Group’s reels don’t just showcase properties—they showcase their dedication to community and teamwork. From giving back to local initiatives to creating heartfelt moments with their team, like their office reveal captioned “We are back together… in person and stronger than ever!”, North Group builds a connection beyond real estate.

Their listing videos are equally impressive. North Group keeps their content fresh with different styles, ensuring every reel feels unique and engaging. In one reel, they discuss their two favourite features of a property, offering personal insight and a conversational tone that draws viewers in. In another, they take a more dynamic approach: a walkthrough of the listing, where some footage is sped up to maintain energy and flow, only to slow down at key moments to highlight standout features or provide thoughtful commentary. This smart editing keeps audiences hooked and ensures no detail is overlooked.

Take a look at some of our favourite Reels:

https://www.instagram.com/reel/DCmPXklxffB/

https://www.instagram.com/reel/DCVIIGhyuH-/

https://www.instagram.com/reel/DBvyUPmxJjR/

Brad McCallum

Instagram Handle: @the.real.brad.mccallum

Brad knows how to grab attention—and keep it. His reels kick off with intriguing hooks—whether it’s a bold statement, an unexpected angle, or a question that demands an answer—immediately drawing viewers in.

His listing reels are packed with captions that guide the viewer through every moment, ensuring no one looks away. The standout feature is his editing. Brad’s videos are a whirlwind of creativity, with a fast pace that flows effortlessly. Every shot feels intentional, often synced perfectly with the music for a seamless, rhythmic experience. There’s constant movement—whether it’s transitions between rooms, creative angles, or quick pans—that keeps the energy high and the audience engaged.

Brad’s unique editing style makes his reels not just informative but visually captivating. For agents looking to inject more life, motion, and personality into their content, Brad’s account offers endless inspiration. 

Take a look at some of our favourite Reels:

https://www.instagram.com/reel/DCUN1hSPSHS/

https://www.instagram.com/reel/DBOkjO6P-ev/

https://www.instagram.com/the.real.brad.mccallum/reels/

Tom Storey

Instagram Handle: @thestoreyteam

Tom’s reels are packed with useful insights designed to appeal directly to potential clients, by providing value-first content. His use of B-roll footage creates a fast-paced and visually engaging experience, keeping viewers hooked while ensuring his message lands effectively.

Tom’s unique approach includes a podcast-style format for his videos, allowing him to dive deep into topics, answer pressing questions, and share his honest opinions. This transparent and relatable style builds trust, making viewers feel like they’re getting advice from someone they can rely on.

A recent reel highlighted an event he hosted to celebrate the opening of his new office, where he offered free professional headshots to clients. This thoughtful gesture shows potential clients the kind of care and value they can expect when working with him.

Tom’s account is perfect for agents looking to connect with clients through meaningful, informative content. His blend of expertise, honesty, and client-focused generosity sets him apart as not just an agent, but a trusted advisor. 

Take a look at some of our favourite Reels:

https://www.instagram.com/reel/C7pcy0OPdVy/

https://www.instagram.com/reel/DB6P1YVRnB_/

https://www.instagram.com/reel/CseFzYkvAN8/

Let these accounts inspire you to craft your own unique brand and style of content. Stay authentic to your company’s identity and aligned with the needs of your ideal client. Take time to define the type of content you want to create, then plan out the steps and tools you’ll need to bring it to life. 

Remember, most of the content you see on these accounts can be created with just a phone, a quality microphone (these don’t have to be pricey!), and the right person behind the camera.

The Habistat was co-founded by self-professed data and charts lover Daniel Foch, chief real estate officer at Vaughan, Ont.-based Valery.ca (and REM columnist), to make it easier to create charts and tables that he previously had to create manually.

“Originally, I did it to solve the problem—it was taking me too long to create these charts. I said, ‘There’s got to be a fix for this.’” 

“I’m probably one of the leading agents who makes charts as my source of content. That’s how I get clients and build trust,” says Foch.

Foch ended up meeting two data scientists on Twitter with whom he teamed up to develop The Habistat. The three “spent quite a bit of our own money” to develop The Habistat but Foch would not provide dollar figures.

“I’m probably one of the leading agents who makes charts as my source of content. That’s how I get clients and build trust,” Foch says. “But to do that would take me hundreds of hours of manual work. Now, I don’t have to do that work, which is a huge time saver for me.”

Foch says The Habistat enables Realtors to access data in an easier fashion than they could previously and to then communicate that data clearly to clients or on their social media.

Streamlined data access

The Habistat is available in a dashboard format that gives Realtors instant access to real-time data on what’s happening in the housing market.

“There is a need to give clients better advice,” and The Habistat enables Realtors to go into a lot more granular detail, getting as close as a neighbourhood level to provide information like sales price by location or sales volume by property type. 

Among other things, The Habistat can track market fluctuations, analyze property values, identify growing markets and access new methods of finding comparables and property history.

“Before, you kind of had access to the data, but to compile it manually and create charts is not something an agent would want to do.”

From the private sector to PropTx

Foch and his co-founders originally ran The Habistat as a private sector enterprise. They used publicly available CREA and TRREB data to provide precise information on what was going on in the housing market

However, TRREB did not take kindly to its data being used.

The Habistat “wasn’t compliant with TRREB’s data rules. That’s why we had to shut it down,” Foch says. “We worked over two or three years to become compliant with them and they basically licensed the product from us during that process.”

TRREB is now fully onboard. “The Habistat is a user-friendly tool helping Realtors navigate housing market data, providing value-added analyses and reports for buyers, sellers, landlords and tenants,” TRREB CEO John DiMichele said in a statement. 

The launch of The Habistat shows that the Toronto Regional Real Estate Board (TRREB) “continues to grow the lineup of technology tools available to Realtors using the PropTx MLS System,” DiMichele said.

Scaling for the future 

Among other things, DiMichele says The Habistat allows members to explore reports and dashboards for active and inactive listings, and easily produce comparisons based on different locations and home types. Customized map boundaries can be produced, and market activity reports can be created for individual condo buildings. 

DiMichele said the system will evolve and enhance market statistics, trends and overall property intelligence. 

PropTx, the wholly owned technology subsidiary of TRREB, now owns the global license for The Habistat, in a deal that was finalized by Foch’s two partners.  “I think the objective of PropTX is to scale it to other real estate boards,” Foch said. Most Ontario boards now subscribe to PropTx.

Training Realtors for data-driven success

While The Habistat does not currently produce real estate projections “that is something we’d like to include in the future,” Foch says

On the other hand, The Habistat does provide a clear picture of what’s happening now.  “Because it’s real-time data, whenever a data point is updated on TRREB, it’ll be reflected in the charts. You can spot a trend early if you’re trying to advise a client rather than having to wait for a monthly report to indicate that that trend exists.”

Although it will be easy to learn for people who are data-minded or analytical, “I think the average agent would probably require a little bit of training,” Foch adds. “I’m hoping to be doing some ongoing free training for the program in the new year.” 

With the holidays nearing, so many in the real estate industry are approaching or past the point of burnout—a challenge the World Health Organization has identified as an occupational phenomenon. Symptoms include constant exhaustion, growing detachment or cynicism toward work, and reduced effectiveness on the job—issues that can weigh heavily on Realtors, especially during the year-end rush.

Addressing burnout requires more than surface-level fixes. From rethinking self-care to setting boundaries and rediscovering joy in the job, there are practical steps Realtors can take to recharge and thrive—both personally and professionally—as they head into the new year.

Self-care means many things, not only “turning off”

Debbie Cosic, CEO and founder of In2ition Realty emphasizes that self-care is a crucial part of combating burnout and notes that it can take many forms. At her company, the annual December strategy meeting is held at a spa, giving team members the chance to reflect, recharge and reset while enjoying treatments. But Cosic is quick to point out that self-care goes beyond spa days and relaxation.

Chris Harding of Engel & Völkers Nova Scotia Halifax agrees, highlighting that Realtors are naturally outgoing and always “on,” whether networking, attending events, or working with clients. “We usually end up in the business because of it,” he says, adding that self-care doesn’t always mean turning off completely. Instead, it can mean stepping outside of your routine and trying something new—whether it’s a simple activity like doing a puzzle or reading a book, or something more involved, like trying a new sport, tackling a home project, or volunteering.

Tips on how to recharge day-to-day

• Don’t drive whenever possible. “If I don’t have to drive somewhere, I won’t. Get out of the car,” Harding suggests. “These are habits we don’t even think about.

 

• Leave the phone behind. Harding points out Realtors are not on call and don’t need their phones at all hours. “If you’re not waiting for anything time-sensitive, leave it in another room,” he advises. “You have voicemail and can state what your hours are.”

 

• Learn to let go and have fun. Cosic believes in and encourages having fun, especially because her team works incredibly hard. She explains the development industry is filled with events, thanks to large marketing budgets affording things like dinners out, sports games and even trips. “It’s a huge outlet for them, the fun part of the job they look forward to.”While many in the industry don’t get to access events like these, there are many ways to have fun within and outside of work. The key is tapping into what it personally means for you and finding outlets to enjoy yourself.

 

• Quit saying yes to everything. Harding feels learning to say no when needed is probably the hardest one to learn, especially for newer agents, but it’s important. “You can do this nicely, by clearly communicating how and when you talk to clients or the office hours you keep.” Of course, at times you’ll deviate, but the key is to set boundaries. Be polite and keep it simple. “If it’s an appointment request, suggest another time and don’t share your reason. You’ll get a sense of empowerment and your clients will respect it and gain confidence when you negotiate on their behalf—they’ll understand you have power.”

 

• Collaborate and delegate—don’t master everything. This doesn’t mean you need to be a top performer with an executive assistant, but it’s important to take advantage of your colleague’s strengths and weaknesses and use automated tools to alleviate stress and workload.

How self-care can impact your business

For Harding, his comfort, energy and attitude towards working each day improved when he put self-care on his radar. “It inherently changes how we communicate, which is key since we’re in a relationship business. If you’re communicating from a better place internally, it affects your performance and your clients will notice,” he asserts.

Truly understanding these concepts often comes from experience, which can mean hitting some thresholds before you realize their importance. That’s where mentorship comes into play, especially for early-career agents.

Cosic sees this in her team members, who are extremely driven and work very long hours, adding, “Our biggest problem is trying to teach some of them life balance. We’ll say, ‘You can’t work those hours. Please schedule days off. Take your team out for lunch.'”

She recalls it took a long time to teach them because of their “hardworking, aggressive and successful nature,” and the fact they run the same pace at home that they do on the job. However, there’s a healthy balance to strike: “Yes, you have to work very hard, but you have to take care of yourself,” Cosic stresses. “If you don’t, it’s all for naught. There are only so many dollars you can put in the bank.”

How the industry can help agents avoid burnout

Harding says that first, self-care needs to be on their radar. In his experience, brokers want to help and would probably take it seriously if it were brought up. For example, “Many bring in industry-related speakers to meetings, but there’s an opportunity to have professionals talk about helping those running the business.”

Cosic has thought about this for a while and supports her team in different ways. For example, since the pandemic, she’s offered team members mental wellness support, including covering the cost of counselling, “Some people have had a dozen or so sessions over a year because they’ve gone through a traumatic situation they needed to deal with.”

Aside from intentionally shutting down her office over the holidays so people can “regroup, rethink the year and come back re-energized,” she’s offered a flexible work schedule from day one, something she says her team takes comfort in when they need a mental health day.

Cosic stresses that although the success of the company is very important, “The success of the culture within it is equally important to me.” For her team, the flexible culture is especially key for those juggling family and children with their careers. 

“There’s a lot expected from a successful professional with a family to raise—it’s really two jobs running simultaneously, and a lot of people don’t realize that. They’re doing it all, so it’s a perfect recipe for burnout.”

Realtors can spend up to 35 hours on administrative tasks to close a single deal, according to Raz Zohar, who left his job in tech to work as an assistant in the industry to uncover its pain points. This realization sparked a “lightbulb moment,” inspiring him to create Mave—an AI-powered assistant designed to streamline tedious workflows and empower agents to focus on what they do best: serving clients and closing deals.

At its core, Mave uses AI technology to streamline tasks. Realtors interact with the tool through messaging platforms like WhatsApp or iMessage. For instance, an agent might text, “What’s the pet policy for ‘X’ building? When was it built? Does it have rent control?” Mave retrieves and organizes relevant information in seconds, enabling agents to provide instant answers to clients—avoiding the dreaded “let me get back to you” response.

Supporting agents in two key roles

Zohar identifies two primary roles agents juggle: consultant and marketer. Mave is designed to support both areas.

When representing a buyer, agents must act as consultants to help solve their problems, while for sellers, he adds, it goes beyond winning the deal. “Clients want agents to sell their property as fast as possible for the most amount of money,” Zohar notes.

Tasks that traditionally take days—such as creating social media strategies, filming scripts and promotional campaigns—can now be completed in minutes. Agents can quickly produce polished, branded content for platforms like TikTok, Instagram and email, driving engagement and results with minimal effort.

Mave is set up to adhere to brand guidelines for compliance. This means if agents need to market a property with, say, a social media post, a feature sheet or other collateral, they can text their request, and in a few seconds they’ll have branded content ready to go.

How Mave was born

Zohar’s curiosity was born from his own experience in buying a home—he knew his Realtor was working hard behind the scenes, but admittedly, he didn’t know what they were doing. He saw an opportunity for innovation in an industry often criticized for being slow to adopt new technology. 

He began with a question: What do Realtors actually do during those 35 hours? To understand, he quit his job in tech to work as a real estate executive assistant, immersing himself in the processes behind winning listings, staging homes, arranging repairs and managing marketing.

“The only way was to become someone in the industry doing the dirty work that no one sees.,” he explains. This hands-on experience revealed inefficiencies, particularly for brokerages grappling with shrinking margins and limited resources to hire full-scale marketing teams.

Agents often relied on outdated processes or had to wait days for in-house teams to deliver materials. With Mave, Zohar says those delays are eliminated, allowing agents to act quickly and decisively.

Adoption and growth

Mave started small but has rapidly scaled, onboarding nearly 6,000 agents across 90 brokerages in the Toronto area. Of the 1,000 beta users actively engaged, about 60 per cent use Mave daily, according to the company’s founder. 

Zohar emphasizes that trust is non-negotiable. “If an agent’s showing a home and Mave says it’s 10 bedrooms but it’s really one bedroom, you’re just not going to trust it,” he says. Mave’s engineers ensure data accuracy and train the AI to minimize errors.

Still, Zohar and his team see certain situations where AI needs to be fact-checked and reviewed “because it’s performing about 30 steps in one.” So, they advise users to thoroughly review any deeper analysis from Mave to be sure the results look right.

Collaboration with boards and data providers

The tool’s functionality hinges on partnerships with real estate boards and data providers. Zohar cites PropTx, a tech-focused initiative of the Toronto Regional Real Estate Board (TRREB), as an example of industry interest in innovation.

While TRREB President Jennifer Pearce clarified that the board has no formal partnership with Mave, highlighting in a statement, “TRREB is a facilitator of technology for our members who are permitted to have individual contractual agreements with Virtual Office Website providers of their choosing.”

Mave takes data security seriously, adhering to strict protocols from real estate boards and brokerages. “Whenever we onboard a brokerage, we must go through a legal process we’ve guaranteed with the boards to sign off on the right to access data,” Zohar explains.

Human touch meets AI efficiency

Despite Mave’s capabilities, Zohar believes human interaction remains at the heart of real estate. “Psychologically, consumers are going through what’s usually the most meaningful purchase of their lives. They want support, a human touch and to feel that there’s a trusted companion by their side. This isn’t going to change because of AI,” he says.

Currently, Mave has onboarded one thousand users in Southern Ontario to its beta program with plans for expansion across North America. 

Zohar’s ultimate goal is to reduce administrative time by up to 90 per cent. For now, Mave continues to refine its features and onboard more users, aiming to revolutionize real estate by giving agents their time back.