Vancouver Realtors with an active Instagram presence are selling more homes and doing it faster, according to a new study from Simon Fraser University and Roomvu. 

The study analyzed more than 63,000 transactions from the Greater Vancouver Realtors’ MLS from mid-2021 to mid-2024 and found that agents who maintain an active Instagram profile see significantly higher sales volumes and lower days on market (DOM) compared to their less social media-savvy peers.

According to the study, agents using social media were found 15 per cent more likely to improve their sales performance.

 

The numbers behind the trend

 

The research, led by SFU Assistant Professor of Quantitative Marketing Miremad Soleymanian and commissioned by marketing firm Roomvu, combined multiple datasets, including:

• 63,200 MLS transactions (2021 to 2024)
• Performance data for 13,698 Realtors
• Instagram activity data for 2,639 Realtors

Of the nearly 14,000 agents analyzed, only 19.3 per cent had a measurable Instagram presence. Despite this, those who actively used the platform had clear performance advantages, particularly in expanding their market reach and reducing the time it takes to sell homes.

 

More followers, more sales?

 

So, does follower count matter? The study found that a standard deviation increase in network size—measured by followers, likes and general reach—correlated with 2.1 additional sales over four years and 5.3 fewer DOM. This suggests that having a larger audience can translate into faster and more frequent transactions.

While engagement metrics like comments and likes have some impact on sales, network size had a stronger influence. The study explains that “…prioritizing follower growth and regular posting frequency over engagement optimization provides the strongest returns in terms of market performance.” 

Beyond just selling faster, agents with a strong Instagram presence were also able to extend their geographic market coverage. A standard deviation increase in social media reach correlated with activity in 1.7 more unique sub-areas, meaning that well-connected agents were able to conduct business in a wider range of neighbourhoods.

 

Four types of Instagram agents

 

The study categorized real estate agents into four distinct social media strategy groups:

• Balanced engagers – moderate following with steady engagement
• Minimal participants – low follower count, sporadic activity
• High engagement specialists – moderate following but high engagement
• Mass following leaders – the biggest networks, highest posting frequency, and the best sales performance

The best-performing agents fell into the “mass following leaders” category, according to the study. This group showed a 15 to 20 per cent higher chance of improving their sales year-over-year compared to those with no social media presence.

 

Social media’s long-term impact

 

The research also highlights a growing trend: social media has become increasingly effective over time. Realtors with an active presence on Instagram saw stronger performance growth after January 2023 compared to earlier periods.

Sam Mehrbod, CEO and co-founder, Roomvu, explains, “It’s surprising that the real impact of social media only started showing up after 2023. Even more surprising is that it took nearly four years for social media to significantly influence listing-side results. This proves social media’s impact isn’t instant—it builds over time.”

This effect was most pronounced in seller-side transactions, reinforcing the idea that Instagram can be an especially powerful tool for listing agents looking to market properties.

“This study makes one thing clear—Realtors need to stay consistent with social media,” Merhbod says. “If you think one viral video will bring you a flood of listings, you’re in for a shock. It takes years of steady posting before you see real, measurable results.”

 

Effective leadership can make the difference between success and stagnation in an industry as competitive as real estate. Don Kottick, president and CEO of Sotheby’s Canada, has consistently demonstrated the ability to inspire, innovate, and adapt. 

 

“Some of the best lessons in business have come from the worst leaders,”- Don Kottick

 

For Kottick, the cornerstone of leadership is assembling the right team. Reflecting on his experience leading at Sotheby’s, Royal LePage, Johnston & Daniel, Peerage Realty Partners, Right At Home Realty and the Real Estate Institute of Canada (REIC), he emphasizes the importance of trusting your instincts when making hiring decisions. “Your intuition knows,” he says, recounting key hires that transformed teams and drove exceptional results. 

The principle of “getting the right people on the bus,” inspired by Jim Collins’ Good to Great, has been a guiding philosophy throughout his career. Associated with this first principle is the second of “hire slow and fire fast, if they are not the correct individual for the role”.

Beyond hiring, fostering a culture of excellence is paramount. Kottick believes in setting high standards for professionalism and development. “Trust, transparency, and collaboration are crucial to any organization’s success,” he notes. 

He champions open communication and encourages feedback from all stakeholders to stay attuned to the market’s evolving needs and nuances.  Kottick shares, “Some of the best lessons in business have come from the worst leaders, especially those leaders that espouse values that they fail to deliver on.”  

 

Elevating brands to new heights

 

Kottick’s tenure as president at Right at Home Realty demonstrated his focus on branding as a critical component of leadership. Recognizing the need to elevate the brokerage’s reputation in its early days, he worked to position it as a credible and appealing destination for real estate professionals. 

By recruiting and developing a new management team and restructuring the organization, he substantially increased the company’s market share and propelled it to the top brokerage position in the Greater Toronto Area by transaction units. 

Under his leadership, the company improved its national ranking in Canada within two years even though it was a regional player. This focus on branding wasn’t just about perception—it was tied to measurable outcomes that resulted in substantive growth.

 

“Technology should be a competitive differentiator, not a patchwork of disjointed solutions,” – Don Kottick

 

As the real estate industry increasingly intersects with technology, Kottick has been a vocal advocate for thoughtful innovation. At various organizations, he spearheaded the integration of proptech designed to streamline operations and enhance client engagement. 

From virtual tours in the early days of the internet to advanced marketing dashboards, his focus has always been on creating tools that provide real value rather than adopting a scattershot approach.   

As a former director of the Canadian Real Estate Association, he was the leading advocate for more investment in the development and promotion of Realtor.ca in order to combat competition from the USA.

“Technology should be a competitive differentiator, not a patchwork of disjointed solutions,” he explains. This principle has guided his leadership, ensuring that agents have access to resources that empower them to deliver extraordinary client experiences.

 

Navigating change

 

The real estate market is no stranger to upheaval, and Kottick has faced his share of challenges. From economic fluctuations to regulatory shifts, he has led teams through periods of uncertainty by prioritizing adaptability and resilience. “The industry has become more competitive, with a clear flight to quality,” he observes. “Realtors and brokerages that can’t offer measurable advantages are being sidelined.”

To navigate this landscape, Kottick underscores the importance of continuous learning and innovation. Whether introducing new training programs or leveraging emerging technologies, he has consistently championed strategies that prepare teams and Realtors for the future. One such example was bringing the Ninja Selling philosophy and methodology into the culture at Sotheby’s Canada which he says translated in serious productivity improvements. 

 

A vision for the future

 

Looking ahead, Kottick predicts a leaner, more competitive industry In Canada. He sees a future where only those who combine exceptional service, cutting-edge tools, and a commitment to excellence will survive and thrive. 

For aspiring Realtors and brokers, his advice is clear: focus on building relationships, embrace lifelong learning and align yourself with organizations that support your growth and have a strong international brand and presence.

Under Kottick’s leadership at various organizations, the numbers speak for themselves. whether at Johnston & Daniel, Royal LePage, Right at Home or Sotheby’s Canada, he led the teams that drove significant growth. 

More recently at Sotheby’s International Realty Canada, sales volume increased from $4-billion to $10-billion, and the agent population nearly doubled with Kottick at the helm. These results highlight his ability to develop and transform businesses, enhance their market presence, and create lasting equity value for the organizations.

Kottick’s leadership journey offers a blueprint for managerial success in real estate. By prioritizing people, leveraging technology wisely, and remaining adaptable in the face of change, he has not only navigated the complexities of the industry but has also inspired those around him to reach new heights. 

For those focused on building their careers, his approach serves as a powerful reminder that great leadership starts with a commitment to excellence and brand.

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.

Blogging in the traditional sense is no longer aligned with evolving consumer habits, changing algorithms and the highly competitive platform landscape. The way blogging was done 10 years ago is no longer as effective and is being rapidly replaced by short-form, highly visible content.

The fact that you are reading this article on a website that generates revenue from content like this is not lost on me. It’s also ironic that this piece is not in video format and that I chose the written word versus video to make my point.

 

The history of the real estate blog

 

To understand where things are headed, let’s first look at the rise of the traditional blog in the real estate landscape.

Blogging in the real estate vertical began to take shape in the early 2000s, with sites like Blogger and WordPress gaining popularity. Agents would post content about the ever-changing real estate market, tips for buyers and sellers and other real estate-related content.

Real estate 2.0 became part of the landscape with ActiveRain, which played a huge role in the evolution of blogging. By 2006, agents could post content on this platform, comment on others’ posts and network with their colleagues.

By the 2010s, real estate-specific websites were popping up everywhere, and a significant part of their value proposition was the ability to blog directly from their sites. Blogging was increasingly used as part of a broader marketing strategy, including SEO, social media and email marketing.

Many agents are still blogging today and have a dedicated readership. However, others who are just entering the game are mistakenly thinking that AI will help them grow faster and farther in less time. What I will say is, don’t do that. But that’s an article for another day.

 

What does the current landscape look like?

 

Today, there’s an overabundance of written blogs, and we’ve reached a saturation point on nearly every conceivable topic. The volume of content being produced today makes it increasingly difficult to get your blog to stand out. This means those still embracing traditional blogging today will struggle to reach a meaningful audience.

By the mid-2010s, a major shift occurred toward video marketing, especially on YouTube. At the time, it was the only platform that hosted video-only content and some agents, including yours truly, took advantage of that opportunity.

As video content grew across the internet, so did viewership. Social platforms started building out for video at a much faster pace than ever before. Today, we have multiple platforms that host video, such as Facebook, Instagram, TikTok and Snapchat, to name a few.

Social media platforms have completely refined their algorithms to prioritize video, carousels and native posts over written content that includes external links. Content creators are being forced to adapt their content to fit the native styles of these platforms, which has eroded the prominence of the standalone blog.

More and more Realtors are embracing short- and long-form video content creation, recognizing the importance of brand and messaging. Consumers will do business with people, not companies. So, to stand out, today’s agents are creating content that builds trust and likeability.

 

Where do we go from here?

 

The term “blogging” needs to be reframed. Your Instagram Reel is a blog. Your YouTube Short is a blog. Your TikTok video is a blog. Long-form video on YouTube is a blog.

Consumer attention spans continue to shrink, and platforms like Instagram Reels, TikTok, YouTube Shorts and other short-form content channels have become sources of not only entertainment but also information.

These platforms deliver bite-sized content that’s easy to digest and share with friends and acquaintances. They’re pushing traditional written blogs, which require sustained attention, to the periphery of how viewers consume content.

Ultimately, blogging in its written form is being overtaken by short-form video content because it no longer aligns with evolving consumer habits. Reading a 1,000-word blog on a smartphone is nowhere near as entertaining as consuming a snackable post on a platform optimized for mobile consumption.

 

Here’s what I’d do

 

If I were to start my career over in 2025, I would be going all-in on two platforms that focus heavily on video-based content: YouTube and Instagram.

I would create long-form content for YouTube, supplemented by shorts, and I would build out a database of Reels with a strategy around Stories and posts to continually engage my potential clients and customers.

The second phase of that strategy would be to achieve expert-level proficiency in connecting with your ideal client profile (ICP) through chat functionality on Instagram.

 

It seems I’ve been saying this for over a decade—video isn’t the future; it’s the here and now. Embrace it with a strategy and watch your brand surpass those of your competitors who aren’t posting with purpose and consistency.

 

In an age where inboxes are brimming with promotional messages, standing out as a Realtor requires more than hitting “send.” The subject line of your email isn’t just an introduction—it’s the deciding factor on whether your message gets opened or overlooked. For real estate agents, a great subject line can mean connecting with a potential client, closing a deal, or leaving a lasting impression.

Crafting subject lines that get clicks doesn’t have to be complicated. With the right mix of creativity and strategy, you can make your emails impossible to ignore.

Here’s how to write email subject lines that boost open rates, engage your audience, and position you as a go-to resource in real estate. 

 

Spark their curiosity

 

Your subject line needs to grab attention instantly, much like a curb appeal moment for a house. Keep it short and impactful—anywhere from three to nine words is ideal—and make every word count. A punchy one-liner that sparks curiosity, highlights urgency or showcases value will increase the likelihood of your email getting opened.

Examples:

• “This dream home won’t wait—view it now.”
• “Guess what this home sold for?”
• “Open for five ways to boost your home’s value.”
• “Is now the best time to sell?”

An intriguing subject line helps your email stand out in a sea of messages, giving your message the best chance to be seen.

Keep it personal

 

Personalizing your subject lines makes your email feel tailored to the recipient. Think of what you’d write in an email to a friend. You can also include the recipient’s name, location or specific interests to create a connection. This small touch can dramatically increase open rates by making your message feel relevant and intentional.

Examples:

• “[Name], your dream home is on the market!”
• “Toronto buyers: Don’t miss these listings.”
• “First-time buyer? This guide’s for you, [Name].”

A little personalization goes a long way in building trust and engagement.

 

Create urgency to drive action

 

Both curiosity and urgency create a sense of “must-click” in subject lines. Curiosity makes recipients want to learn more, while urgency pushes them to act quickly. In real estate, where timing is everything, these techniques can be game-changers.

Urgency examples:

• “Offer deadline is tomorrow—act fast!”
• “Final open house: Don’t miss out.”
• “Last chance to view this stunning home.”

When paired with valuable content, these approaches can drive clicks and conversions.

 

Highlight value with numbers

 

Numbers catch the eye and make subject lines feel actionable and clear. Whether you’re sharing tips, stats, or features, incorporating numbers adds a sense of structure and value.

Examples:

• “Five tips to maximize your home’s curb appeal.”
• “Top three neighbourhoods for families in Vancouver.”
• “Two-minute read: this week’s market trends.”

Number-based subject lines promise quick, tangible insights, making recipients more likely to open your email.

 

Keep it mobile-friendly

 

Most people check their emails on mobile devices, where subject lines are often truncated. To optimize for mobile, keep your subject line concise—ideally under 40 characters—and ensure the most important part appears first.

Examples:

• “New listing: Stunning three-bedroom home.”
• “Open house this Saturday—You in?”
• “Exclusive listings you can’t miss.”

Short and direct subject lines ensure your message stays impactful, regardless of screen size.

 

Test and refine your approach

The key to writing subject lines that get opened is to continuously test and analyze what works best for your audience. Use A/B testing to compare two subject lines and track metrics like open rates and click-through rates. Experiment with different tones, keywords, and strategies to refine your approach.

For example:

• Version A: “Luxury living: See this $1M home.”
• Version B: “Step inside: A stunning $1M property.”

Tracking results helps you understand what resonates with your audience and adapt your email strategy accordingly.

 

Close with a call to action

 

A great subject line isn’t just about getting your email opened—it’s about encouraging the recipient to take the next step. A subtle hint at the CTA in the subject line can drive engagement and lead recipients to your desired action, like booking a showing, exploring listings, or contacting you directly.

Examples:

• “Ready to tour this home? Let’s schedule!”
• “Your dream home awaits—take the next step.”
• “Open to see this week’s exclusive listings before they’re gone.”

Including a CTA ensures that your email has a purpose and guides the reader toward meaningful interaction.

Email marketing isn’t just about sending messages—it’s about sparking connection and inspiring action. By crafting subject lines that are concise, personalized, and engaging, you can break through the noise of crowded inboxes and capture the attention of your audience.

Experiment with these strategies, refine your approach and watch your open rates rise—along with your opportunities to connect with potential clients. Remember, the subject line isn’t just the start of your email; it’s the start of a conversation that could lead to your next big success.

 

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.

 

In the luxury real estate market, it’s the calm before the storm of activity that will begin as early as January, as “those in the know take advantage of the opportunity” to buy and sell before the spring market unfolds, says Don Kottick, president and CEO, Sotheby’s International Realty Canada.

“As we conclude 2024, mortgage rates are coming down. Many buyers deferred until 2025. They went to the sidelines and took a wait-and-see approach.”

However, he says, “We’re starting to see pre-transaction activity pick up, as those prepared to enter the market in 2025 begin reaching out to their Realtors and begin searches in anticipation of buying.”

 

Luxury markets already seeing increased activity

 

Kottick says there has already been an uptick in the conventional luxury market, in Toronto for homes priced “north of $4-million and in Vancouver, north of $5-million. Calgary and Montreal remain relatively affordable.”

Single-family homes are the product of choice and there’s a chronic shortage, he says.

Buyers anticipate rates will stay where they are and those “who find the right home will jump into the market after the holidays,” Kottick says. 

Engel & Völkers Chief Financial Officer Andrew Dinsmore says mortgage rate increases “are not as disruptive to the ultra-premium markets, as these buyers tend to purchase homes with much of the equity paid upfront. Canadian luxury markets largely remain stable as real estate remains an attractive investment.”

Anita Springate-Renaud, broker of record, Engel & Völkers Toronto Central, agrees, saying the luxury ($5-million to $10-million) market in the Toronto area where she works has not been impacted by mortgage rates. 

Many buyers shopping in this market are not worried about mortgage rates or qualifying for mortgages, instead using a significant amount of cash and some sort of other form of financing to purchase, she says. “They never buy fully in cash, using a line of credit or other forms of financing.”

 

Inventory is scarce in urban markets

 

Springate-Renaud says, “Luxury outside the city is moving slowly, but inside (Toronto) things are moving. There’s not a lot on the market. A house that was listed for $9-million sold in a week,” she says, adding that in the “$5-million to $10-million price range, potential buyers still have money. Properties in that range are not as impacted as $3-million and under by mortgage rates.”

However, the market has slowed in Ontario’s cottage country, including Collingwood and Muskoka, as well as in horse country, such as King City, Ont. 

The spring real estate market begins early in Toronto when “many people list their homes and try to take advantage of less competition within their neighbourhoods,” while Ottawa and Halifax activity traditionally peaks in spring and fall, Kottick says.

Although there has been a lot of intraprovincial migration, with Ontario, B.C. and Calgary being popular destinations, he expects transactions will become more local as buyers move up or down, or change product type.

He suggests sellers get their properties on the market sooner rather than later to get ahead of the growing inventory.

 

Realtors should learn the nuances of each property 

 

Dinsmore says, “In Toronto, in contrast to the broader housing market, “the luxury housing market ($6-million and above) has seen a significant increase in sales activity, with a rise in the number of units sold in the second half of 2024 compared to the first half.”

Vancouver’s luxury market is stable, he says. “However we are seeing that buyers will pay more for homes in good condition with unique features rather than relying on valuing homes based on nearby comparable sales.

“Nova Scotia’s luxury market has traditionally attracted affluent out-of-province and international buyers, often seeking vacation or second homes. Higher interest rates slowed demand earlier this year, but a recent 50-basis-point rate drop has sparked renewed interest and some offers in sought-after areas like Halifax, the South Shore, Cape Breton and coastal regions,” he says.

To plan for 2025, Dinsmore says real estate advisors should specialize in their local neighbourhoods to better understand the nuances of each property. “This insight helps clients evaluate whether they’re overpaying or getting a fair deal, as differences can vary significantly from house to house and street to street.”

 

Here are a few luxury and ultra-luxury properties on the market in Canada.

Address: 30 High Point Rd. Toronto

Price: $28-million

Details: 8 bedrooms, 13 bathrooms

Listing agent: Jane Zhang, Sotheby’s International Realty Canada

MLS# C9003662

A rare landmark residence in the quietest part of the Bridle Path, this mid-century masterpiece is nestled into a 2.12-acre landscape that includes lush landscaping for privacy.

The Canadian Tire founder’s concrete mansion was designed by architect John C. Parkin. Its light-filled interior includes a four-storey atrium, skylights and large windows.

With 26,000 square feet, it’s suitable for lux living and entertaining on a mega scale, and even has space for a band at the bottom of a 3.5-storey atrium stairway. It also has an indoor and outdoor pool. The agent says, “It’s a phenomenal estate to add to your life’s most valuable collections.”

Video: https://www.youtube.com/watch?v=QjPwmBMJlMA

Photo and Videography credit: Sotheby’s International Realty Canada

 

Address: 45 Park Lane Circle Toronto Ont.

Asking price: $29.8-million

Details: 5+1 bedrooms, 9 bathrooms

Listing agents: Peter Torkan and Paige Torkan,  The Agency Brokerage

MLS# C9374312

In the posh-and-prestigious Bridle Path area, this private gated modern estate was remodelled in 2024. The Los Angeles-style home offers 17,000 square feet of living space on over two acres with a 300-foot frontage.

Built with premium concrete, steel, glass and stone, the home has skylights, glass elevators, a theatre room and a fully equipped gym, a spa with a steam room, a bar and a wine cellar. There are five-plus-one bedrooms and nine bathrooms in total.

Exterior features include a tennis court, a swimming pool, a whirlpool and a heated driveway.

Video:  https://www.instagram.com/reel/DA1Hem1v6N9/

Address: 2106 SW Marine Dr. Vancouver B.C.

Price: $27.5-million

Details: 6 bedrooms, 7+2 bathrooms

Listing agent: Victor Cheung, Sotheby’s International Realty Canada

MLS# R2893685

The Gables Estate, a Tudor residence that’s described by its listing agent as a “testament to unparalleled luxury and contemporary refinement”, is on a 4.25-acre lot offering a view of the Gulf Islands.

The 10,709-square-foot home, built in 1929, has six bedrooms, nine bathrooms, a bright living space filled with natural light and goodies such as a home theatre and wine cellar.

The grounds feature extraordinary spaces for entertaining or quiet enjoyment, an outdoor kitchen, English rose gardens, a boating pond, a path through a forested canopy, a putting green, multiple decks and the piece-de-resistance, a 65-foot infinity pool.

Images: https://www.realtor.ca/real-estate/27027671/2106-sw-marine-drive-vancouver

Address: 5425 Stonebridge Dr. Whistler B.C.

Price: $25-million

Details: 11 bedrooms, 11 bathrooms

Listing Agents: Gregg Baker, Mike Rampf, Engel & Volkers Vancouver

MLS# R2916096

This world-class mountain estate is set on 5.5 acres offering views of Whistler and Blackcomb mountains. It has three buildings — an 8,333-square-foot main residence, a 2,102-square-foot guest house and a 405-square-foot auxiliary house that together offer 11 bedrooms and 11 bathrooms. The main residence features curved timberwork, extra-high ceilings, floor-to-ceiling windows and luxury finishes. The property is designed for four-season entertainment and an indoor/outdoor lifestyle. Highlights include an outdoor kitchen, gas fireplaces, a pizza oven, a built-in barbecue, a heated infinity pool and hot tub, and trails for hiking, snowshoeing and bike riding. 

Images: https://www.realtor.ca/real-estate/27302538/5425-stonebridge-drive-whistler

 

As 2024 winds down, we’re entering the time of year when every industry expert is forecasting the next big trends. Marketing in real estate is no different. While the influx of predictions can feel overwhelming, understanding the direction of these trends can give you an edge.

But to prepare for 2025, we must first unpack 2024—why certain trends unfolded the way they did and where they might lead.

Two years ago everyone was talking about the big trend of AI. Especially how it will change the SEO game. They’re still right—AI changes the SEO game. If we’re looking ahead, anyone who gives you a specific timeline for those changes would be lying. It could completely change the game in 12 months. It could be five years until people start using ChatGPT over Google. 

It’s too early to tell. Consumer behaviour is changing but not as fast as some think.

A long-term trend is that a completely SEO-focused approach could be in trouble. Anti-trust issues in the U.S. are forcing changes in Google and their products. Consumers, especially younger ones, have realized how much search engines can be manipulated. They are turning to Instagram, TikTok, Reddit and others to get their answers. 

If I said the trend for 2025 is a move away from Google, it would be dishonest. For 2025 it’s going to be as strong as it was in 2024 for those who know how to take advantage of it. A five-year horizon? What might SEO or Google Ads look like in the next decade? It could be completely different.

There are too many people turning to ChatGPT for answers for it to go unnoticed. It’s a trend worth watching in the long term. It has not yet changed consumer behaviour as it relates to real estate. Not enough to worry about yet.

For most of you, there are more impactful trends to consider.

So let’s talk about what you should focus on for 2025 from a marketing perspective.

 

AI-powered, not AI-centred

 

If I were you, I would not market myself as the AI Realtor. People don’t trust AI businesses as much. It’s impersonal, and for real estate, the personal touch makes a huge difference.

About ten years ago, e-signatures were finally allowed on paperwork in Ontario. I was running a paperless business so I started getting asked to do training sessions. So I travelled across the province teaching Realtors about going paperless.

The most common objection I heard? It would lead to Realtors not seeing their clients anymore in person. It would detract from the human element of being a Realtor. I argued that it would give you more time with your clients.

The same arguments started popping up with AI. The truth is it gives you more time with your clients. First-drafts are faster. Polishing of content happens faster. AI can do a lot of simple admin tasks on its own.

Your business should be enhanced by AI. This way you can spend more time doing what brings you business. Spending time with clients and potential clients. That’s who’s going to win next year, not those who advertise how much they use it to impress clients. It’s those who use it so they can spend more time with their clients. 

 

Discovery feeds

 

You can thank TikTok for this one. They made discovery feeds popular. The trend was there already but they kicked it into overdrive. It was a lot harder to get results from your content when only your followers would see them. Now your content can be in the feed of non-followers. This is why you need to leverage discovery feed-friendly content.

It can mean getting in front of people who don’t know you. More people will discover you exist and you can turn those people into clients.

Right now that means short-form videos via Instagram Reels or TikTok. They drive tangible results. You can get clients from them. Without having to do some gimmicky dance or sharing every detail of your personal life. 

If you want to get clients on social, without spending on ads, you need to leverage discovery feeds.

 

Welcome to the dark side

 

The dark side of social media is gaining steam. Not like the infamous dark web you hear about.

From a marketing perspective, the dark side of social is the part of social media you can’t see. It’s not happening in news feeds. People are sharing, talking and connecting more over private messages than ever before.

People don’t want everything happening for everyone to see. They like the privacy of direct messages. You should optimize your content to be something people will share in the DMs.

Think about how your content will drive those actions. 

Like with listings for example on Instagram, if you get zero shares, there’s a good chance you’re not getting the, “Look, honey! You should check this out.” reaction. You should always be aiming for the, “Look, honey!”

If you’re not getting it, adjust your approach.

 

Community-focused

 

The world is getting smaller. People are learning all the tricks to what happens online, and how marketers have ruined it, especially with AI content. So they’re going to their communities, where they know that nine times out of ten, the person behind the screen exists.

Local Facebook groups are often buzzing with activity. Joining and contributing can lead to a lot of business. Agents are also leaning into community in-person events more than ever especially after the pandemic people want that connection.

For big teams, host big community events. These can be big fun events like Cindy & Craig Real Estate do with their movies in the park. Don’t have the big database or the budget for a big event? Host intimate dinners with a handful of clients and referral partners.

Events don’t need to be big. Build a community, get people together, and be the hub of it. It will grow your business in 2025. Share what you’re doing online, people will want to join.

 

Moneyball your marketing

 

Taylor Hack and I have talked about this a lot on our podcast, The Leads Are Sh*t. If you want to get more business you should optimize everything you’re doing to get more clients. With the market on fire, most didn’t put that much thought into it. They rode the wave.

That’s why if you’re focusing on buyers, focus on ones with a house to sell. Increase the chances of getting a listing from them. Focus on investors who want to buy more than one property, not the odd one here or there over the years. 

In Hack’s business, Realtor.ca leads are turning into appointments at a better rate than PPC leads. How many of you are trying to optimize your listings for Realtor.ca? Have you considered the parts of your presence there and which parts you can control?

People searching on Realtor.ca also are less likely to have their own agent. Most Realtors move consumers to their MLS software-based search. If you’re leveraging your listings to get more clients, work on what you can control on Realtor.ca. Not for what they’d see through an MLS search set up by another real estate agent. 

People are closing deals there, but many are also leaving money on the table.

 

Fragmentation of the internet

 

This trend has been gaining steam. There’s no better example than the post-election rise of Bluesky. With X (formerly Twitter), many on the left side of the political spectrum have left. They say they don’t like the direction the platform is heading in. 

They’ve been flocking to Bluesky in droves. Bluesky, not Threads, is looking like the biggest threat to X right now. Threads didn’t embrace political content. That style of content drives a lot of engagement. Former X users weren’t getting that on Threads.

On Facebook, a lot of people only log in for Groups. They almost never post themselves but engage in groups. WhatsApp, Instagram, and others are doing broadcast channels through DMs. In other words, people are joining cliques more than ever. Private communities through Slack, Discord, Skool and more are popping up. 

Your job in 2025 is to find where your ideal clients are spending time and meet them there. Go where your audience feels comfortable and engage authentically.

 

Be helpful, not salesy

 

You don’t have to be pushy to get sales. You don’t have to be in their face all the time with aggressive offers. Sometimes you only have to be there and have their best interest at heart. 

This isn’t even a new trend, but as content ramps up more and more it’s becoming more pronounced than ever. People want a helpful advisor. Not slimy sales tactics. They want experts who know their stuff. Ones they believe are passionate about it. 

It’s okay to show you’re passionate about topics. Passionate about protecting your clients. About getting them results and helping them. Show your passion, show how you help.

Put yourself out there.

 

Non-marketing bonus trend

 

It has been a tough 18 months. Between REM and my marketing agency, Just Sell Homes, we’ve seen two very distinct approaches from Realtors:

1. Reactive: “Well, the market is unpredictable, I’ll see where we end up and be happy if we make it through.”
2. Proactive: “Let’s analyze where every dollar is going. Where our efforts are going. Let’s double down on what’s working, and be ruthless in cutting what’s not.”

The Realtors who are left standing are the ones tracking the numbers, analyzing the data, and making informed decisions. As I like to say, “Hoping to survive without a plan is shakier than a 50-year-old deck in a hurricane.”

I know what you’re thinking, “Andrew, that’s not a real expression”

You know what? Every expression started out as someone saying something a little weird.

 

Here’s to 2025

 

Whatever you’re doing, the focus should be on quality. What I was doing back when I got into the real estate industry as an agent hasn’t changed that much. Ten years ago, it was Facebook, Twitter and blogging. My approach has always been to create content that people will like.

Then I promote it on the different platforms I’m using in the way the platforms will like. That was true then ago, it’s true today, and it will be true 10 years from now. The key is knowing what makes good content, and how platforms want you to use them.

Help them reach their goals with users, and they’ll return the favour by putting you in front of more of them.

In the new year, focus on one or two trends that resonate with your business and execute them well. A clear, focused strategy will always beat trying to do it all.

I want to thank you for a great year of supporting us here at Real Estate Magazine. Looking forward to an even better 2025, we have a lot of big plans in the works and I’m excited for you to see them.