​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.

With the meteoric rise in AI tools over the past couple of years, consumers are empowered to seek out answers where they would have otherwise needed a person’s help, and real estate is no exception to this disruption. It doesn’t help that stereotypes and misinformation around an agent’s role persist: are their contributions actually helpful, or just a money-grab?

Todd Shyiak, executive vice president of CENTURY 21 Canada, says that while AI tools will inevitably influence the real estate industry, the trust and connection agents build with their clients isn’t going anywhere. “We know that having to adapt and change is inevitable, and we encourage our brokers and agents to make use of AI tools. But any time saved with these tools should be reinvested in forging connections with their sphere of influence because once buyers jump into the market, they realize quickly just how important it is to have someone trustworthy serve their best interests.”

What the buyers don’t see behind-the-scenes

A study from the WAV group surveyed homebuyers and took a deep dive into what value they felt the agent they worked with brought to their home purchase. The results may not surprise industry veterans—buyers often have an incomplete idea of how much work an agent does on their behalf, but they value an agent who knows how to advocate for them when the process gets difficult. 

According to WAV’s study, “One-in-four buyers said their agent spent ten or fewer hours on their transaction”. While the time spent on each respective deal can vary, it indicates that agents aren’t communicating just how much work it takes to see a real estate deal through to the end, especially when problems arise in conversations with sellers or the property. 

Never underestimate human connection

So how does an agent bridge the gap between the value of their services and a client’s understanding of them? The study showed that the agent skills most highly appreciated were:

1. Providing a list of homes actively on the market
2. Negotiating with sellers
3. Deciding on a fair bid price. 

AI could spit out a bid, or suggest talking points, but any agent will know how stressful this process can be. For now, the negotiation of a home sale is still a conversation between humans, and agents who clearly communicate their negotiating strategy will have grateful clients with keys in their hands at the end of it. 

It’s also eye-opening that buyers appreciate agents who can provide property lists—responses clearly show that they don’t just want an AI-generated list of addresses, they want friendly and knowledgeable support that can help them identify their future home.

Prove value from start to finish

An agent will act as a guide through what will likely be one of the biggest financial transactions of their client’s life so that first meeting is crucial. Even well-informed buyers may not know what to look for in a cursory home inspection, or what the fairest deal in their current market may be. 

Study respondents indicated that fair price negotiation was an area where they would have liked more communication from their agent—it can be an emotional part of the process! According to WAV, buyers are also looking for a better understanding of all aspects of the buying process, including financing and home inspection. Don’t let your clients rely solely on digital tools to find information, have a roster of seasoned professionals you can vouch for to get them to the finish line—there is still nothing more trusted than a word-of-mouth referral. 

The AI genie won’t go back in the bottle anytime soon, but it’ll be a long time before robots tell us where to live. Until that day comes, buyer agents are still able to build trust, make authentic connections and prove their worth.  

AI can’t talk a nervous client out of buyer’s remorse or point out structural issues in a foundation, so agents can breathe easy—the human touch still holds the upper hand. 

More than four million Canadians currently own an investment property and millions more are looking to access this business opportunity¹. Yet, until now, there was no one place to see financial metrics for residential real estate investment opportunities and be serviced by trained investment-focused agents. Royal LePage® was inspired by this opportunity to create a new investor marketplace.

Having brought together the most progressive and innovative minds in the industry, Royal LePage is proud to announce the launch of its highly-anticipated, first-to-market RLP InvestorsEdge™ program. The new program is comprised of two parts:

• A national investor portal: Canada’s most-visited real estate company website, royallepage.ca, will offer a gateway to rlpinvestorsedge.ca, the most comprehensive Canadian residential real estate investment website. In addition to preconstruction and investor-suitable listings, the site will offer consumers access to investment-specific tools including ROI and rental estimators, a first-year cash flow analysis, and a 10-year Proforma statement.
• A masterclass series: A six-module course that can introduce an agent to the investor segment or elevate an investor-focused agent’s business to the next level. The course is focused on residential real estate investment property types including income properties, short-term rentals and recreational units, and preconstruction. It covers how to:

• • build a more diverse, resilient and profitable business that is more resistant to the ebbs and flows of the residential real estate market by adding an investor-focused segment;
  • grow your existing client database by appealing to the growing investor segment;
  • complete an Investor Client Intake form;
  • create a personalized Real Estate Action Plan for each of your investor clients;
  • use the Proforma and financial metrics tools provided to assess an investment property and conduct the relevant sensitivity analysis for your clients; and
  • visualize the process through practical case studies of specific investor scenarios.

“As a long-time innovator of new and relevant service offerings to the industry, we pride ourselves on identifying opportunities that serve both our agents and consumers concurrently. In a market where 26 per cent of Canadians have said they plan to buy an investment property in the next few years, we are excited to hear from our brokers and agents that this program is a game-changer that will help them offer unparalleled service to investor clients,” said Carolyn Cheng, COO, Royal LePage.

To bring this innovative investor-focused program to life, Royal LePage partnered with the visionary founders of Playbook™, who bring 40 years of collective investment real estate experience to the table. They have amassed this experience by building one of Royal LePage’s top teams with a primary focus on serving the residential real estate investor segment. Over the course of the last year, the joint team worked tirelessly to bring this ambitious vision to life.

“Playbook International Media’s partnership with Royal LePage represents the pinnacle of my life’s work – to serve Canadian investors with honesty, integrity and purpose – all while aligning with Canada’s largest, most trusted and technology-forward real estate company. The RLP InvestorsEdge platform is designed to revolutionize how real estate professionals serve their clients. It’s not just about doing more business; it’s about elevating the value we provide to investors,” said Simeon Papailias, CEO and Founder of Playbook.

Agents looking for more information can speak with their local Royal LePage broker or manager. Royal LePagers interested in signing up for the Masterclass Series can do so by visiting our website. For any questions, please send us an email at investorsedge@royallepage.ca.

___________________________________________

¹ More than 1 in 4 Canadians plan to purchase an investment property in the next five years: Royal LePage Report, May 2023

This is not intended as an offer to sell or a solicitation of an offer to buy, including a solicitation of any sales representatives or broker that is currently under contract. All offices are independently owned and operated. Those offices marked as “Royal LePage® Real Estate Services Ltd., Brokerage”, including its “Johnston & Daniel®” division, “Royal LePage® Credit Valley Real Estate”, “Royal LePage® West Real Estate Services”, “Royal LePage® Sussex”, and “Les Immeubles Mont-Tremblant / Mont-Tremblant Real Estate” are owned and operated by Bridgemarq Real Estate Services®. View important disclosures and notices about Royal LePage trademarks at rlp.ca/notices.

REVEL Realty, an independent real estate brokerage with headquarters based in Niagara Falls, Ontario, is excited to announce that REVEL will find a presence and a new location in Collingwood, Ont. and surrounding areas.

Building upon recent expansion exploits in Kingston, Toronto West, North Bay and Durham, REVEL in Collingwood will officially welcome Mike and Jen Scholte, leaders of the prestigious Scholte Team, to host the finale of 12 REVEL expansion offices in 2024. This exceeds the goal of 10 new offices to commemorate REVEL’s 10-year anniversary in business.

Mike and Jen are respected industry leaders with a synonymous REVELutionary vision for success and growth. They will continue to expand their influence and impact in Collingwood and surrounding areas under the REVEL brand, inevitably increasing market share in what has become one of Ontario’s more unique real estate marketplaces.

“We have always championed the power of collaboration and contribution in real estate,” explains Jen Scholte. “With a deep commitment to personal growth, continuous learning, mentorship and coaching, we have consistently strived for excellence in our careers.

As seasoned leaders in real estate sales and governance, we recognize the unmatched value that a strong, supportive team brings to the profession. Joining REVEL Realty Inc. aligns perfectly with our vision for fostering growth and success, and we are thrilled to embark on this new chapter, inviting others to join us on this exciting journey of professional and personal achievement.”

What’s most likely REVEL’s final expansion move in 2024 marks another major milestone for REVEL’S 10th anniversary in business. REVEL in Collingwood testifies to REVEL’s unyielding and relentless desire to REVELutionize real estate with like-minded leaders in the industry looking to take a major step forward in their real estate career paths.

REVEL in Collingwood places another orange dot in the northern quadrant of Ontario, symbolizing an unparalleled growth spurt for a brand creating tidal waves in the real estate industry. In 2024 alone, REVEL expanded to Timmins, Waterloo, Campbellville, Espanola, St. Catharines and Niagara-on-the-Lake (McGarr Realty Alliance), Kingston, Toronto West, North Bay, Durham and most recently Etobicoke. Adding an all-star cast in the Scholte Team is sparking another current of electricity to galvanize REVEL’s magnetic network. Positioned with confidence and energy for 2025, REVEL is poised to transform into a generational brand.

“We are excited for the Scholte Team and blessed to have them join our brand. Mike and Jen are incredible agents and wonderful people. To have them lead our brand into Collingwood is nothing short of an honour,” explains Ryan Serravalle, founder of REVEL.

“We share the same vision and passion for real estate and the clients we serve in our communities,” adds Nicki Serravalle, founder of REVEL. “At REVEL, we open our doors to work with the best professionals with the expectation that we can help each other rise to another level of confidence and performance.”

From its inaugural launch in 2014, founders of REVEL, Ryan and Nicki Serravalle, have built an alluring brand that has inspired a demographic of real estate professionals to conduct business in a REVELutionary manner.

Attracting some of the highest-selling teams in the nation while developing a contingent of industry-leading agents through its innovative REVEL Ed and REVEL Mentorship programs, REVEL has established itself as a credible and promising option for reputable real estate agents, brokers and prominent teams seeking to take the next step in their career paths: leadership in, ownership of or partnership with a REVEL office.

There’s no time to waste—Western Canada’s largest and most anticipated real estate conference is just weeks away! Banff Western Connection is the must-attend event of the year, offering real estate professionals the tools, strategies and expert insights needed to thrive in today’s rapidly changing market.

Set against the stunning backdrop of the Rocky Mountains at the legendary Fairmont Banff Springs, this conference promises an unforgettable experience. From exclusive brokerage-hosted events and engaging keynote speakers to unparalleled networking opportunities and a vibrant tradeshow, Banff Western Connection stands out as the region’s top real estate gathering.

Whether you’re a newcomer eager to learn or a seasoned pro looking to sharpen your skills, this conference offers something for everyone.

Elevate your real estate marketing

The second day of the conference is packed with impactful sessions designed to elevate your marketing strategies. Here’s a sneak peek at what you can expect:

• ChatGPT for REALTORS®. Personal branding expert Leanne Calderwood will show you how to harness the power of AI tools like ChatGPT to enhance your real estate career.
• Developing Your Marketing Story. Marketing strategist Ken Youngberg, with over 20 years of experience, will guide you in creating a compelling narrative that resonates with clients and sets you apart from the competition.
• Navigating Digital Marketing and Social Media Panel. Don’t miss this dynamic panel moderated by Wade Paterson, featuring real estate marketing experts such as REM’s very own Andrew Fogliato, and Tyler Hassman, who will share actionable insights on mastering digital marketing and social media.

Secure your spot today

Banff Western Connection isn’t just another industry event—it’s an investment in your career. With targeted sessions designed to help you attract new clients, elevate your personal brand and stay ahead of the competition, this conference will provide you with the knowledge and connections to propel your business forward.

But hurry—registration closes on January 14 at 4:00 pm! Don’t miss your chance to attend one of the year’s most valuable events for REALTORS®, brokers and other real estate professionals. Register now and prepare to take your career to the next level. You won’t want to miss this!

Steve Augustine wasn’t looking for a gimmick. As a seasoned Realtor moving 150 to 200 properties a year in the Grimsby-to-Niagara corridor of Ontario, he knows what works and what doesn’t. So when he first started offering home warranties from Canadian Home Shield, he wasn’t sure how much impact they’d have.

Turns out, it was more than he’d imagined.

“We started getting phone calls—lots of them,” Augustine says. “People saw the warranty on our listings and wanted to know more. It was an easy way to start conversations and build trust before we even met them.”

Here’s the thing about home warranties

Buyers and sellers crave certainty. Sellers want to know that their home stands out in a crowded market. Buyers want to move in without worrying if the fridge will die or the furnace will quit.

That’s where Canadian Home Shield comes in. Augustine explains it like this:

“The warranty adds confidence. For buyers, it’s peace of mind. For sellers, it’s a reason buyers choose their home. And for me? It’s one more reason people call us first.”

It’s not just a nice-to-have—it’s a game-changer.

The best part? It pays for itself

Adding a home warranty to every deal wasn’t an extra cost for Augustine—it was an investment in his brand.

“When buyers call about a listing because of the warranty, that’s a lead I wouldn’t have had otherwise,” he says. “It’s impossible to put a dollar amount on it, but I know it works because I hear it in conversations. People notice.”

Augustine goes all in with his marketing: the warranty medallion is front and centre on his listing photos, social media posts and even his for-sale signs.

“It’s like a magnet for buyers,” he says. “Once they’re on the phone, I’m not just talking about the warranty—I’m talking about my client’s home. That’s the win.”

Why Canadian Home Shield?

Augustine didn’t pick just any warranty provider. He chose Canadian Home Shield because they checked all the boxes:

• Comprehensive coverage
• Competitive pricing
• Easy onboarding
• Stellar customer service

“They’re pros,” Augustine says. “When my clients use the warranty, the process is smooth and the feedback has been great. Plus, their team made it simple for me to get started.”

How you can use home warranties to win more business

For Augustine, the magic of home warranties is in the perception of value. “Realtors give closing gifts all the time,” he says. “But how many of those gifts actually help your clients after the deal is done? A home warranty does.”

It’s more than a closing gift—it’s a differentiator. Augustine’s advice for other Realtors?

“If you’re not offering home warranties, you’re leaving money—and clients—on the table. This isn’t just about doing something nice for your clients. It’s about being the Realtor who offers more.”

Certainty sells

Whether it’s a buyer wondering if they’re making the right move or a seller trying to stand out, Canadian Home Shield helps Augustine deliver what his clients want most: confidence.

“It’s not just the warranty,” Augustine says. “It’s what the warranty represents—trust, reliability and care. And that’s the kind of thing clients remember.”

Want to make your listings stand out and your clients rave? Start offering Canadian Home Shield warranties today. Visit the Canadian Home Shield website to learn more.

Elevate your real estate career to new heights by attending the Banff Western Connection Conference, a premier event designed to empower professionals with the tools, strategies, and connections needed to thrive in today’s competitive market.

Held amidst the breathtaking scenery of the Canadian Rockies, this conference is more than an educational gathering—it’s an experience that combines professional growth with natural inspiration. Whether you’re a seasoned real estate expert or just beginning your journey in the industry, this event offers unparalleled opportunities to enhance your expertise, expand your network, and refine your marketing approach.

Why you should attend

The Banff Western Connection Conference stands out as a must-attend event for real estate professionals. Here’s what makes it unique:

• Learn from industry leaders: Gain practical, actionable insights from renowned experts like Leanne Calderwood, who will demonstrate how to leverage tools such as “ChatGPT for REALTORS®,” and Ken Youngberg, who specializes in helping professionals craft and deliver a compelling marketing story.
• Stay ahead with cutting-edge topics: Engage in a thought-provoking panel discussion on mastering digital marketing and navigating the constantly evolving world of social media to ensure your strategies remain relevant and effective.
• Build valuable connections: Network with fellow real estate professionals, exchange ideas and create meaningful relationships that could open doors to new opportunities and collaborations.

Invest in your future—secure your spot today

This conference isn’t just another industry event; it’s a chance to invest in yourself and your future. With sessions tailored to real estate professionals, you’ll leave equipped with actionable strategies to attract new clients, build a stronger personal brand, and outpace your competition.

Spaces for this transformative event are limited, so don’t miss your chance to participate. Register now to elevate your career, gain a competitive edge, and experience the unique combination of professional development and natural beauty that only the Banff Western Connection Conference can offer.

Niagara Falls/Durham, Ont.- Revel Realty, an independent real estate brokerage with headquarters based in Niagara Falls, Ont., is excited to announce that the powerhouse broker trio of Doug Gordon, Walid Dorani and Gino Spagnuolo will lead REVEL’s expansion into Durham.

Building upon recent expansion in Toronto West, REVEL Durham will begin to triangulate the Greater Toronto Area with the REVEL brand, while establishing a prominent presence in areas north and east of the metropolis.

Having already staked a claim on this marketplace with a homegrown reputation of hard work and ethical business practices, Doug, Walid and Gino will form a unique leadership team with the intent of growing REVEL’s market share in a thriving and developing region of Ontario.

“I joined Revel because they stand apart from the status quo, driven by great leadership with a progressive vision that aligns with my goals,” explains Doug Gordon. “I want to be a part of and help grow an inspiring brand. Under the Revel brand, I hope to help foster a dynamic, professional environment where true collaboration and innovation thrive in order to provide exceptional value for our real estate clients,” he explains.

“The breaking away from conventional practices resonates with my own approach to real estate,” adds Gino Spagnuolo. “With forward-thinking leadership and a brand vision that focuses on elevating the industry, I’m excited to contribute to this culture of innovation, growth, and success.”

Such an expansion move marks a major milestone for REVEL’S 10th anniversary in business. With a goal in 2024 to grow by ten offices to commemorate ten years in business, REVEL Durham will be the official tenth office, realizing the fulfillment of this prognostication, and validation for a brand that continues its exponential growth.

In 2024 alone Revel expanded to Timmins, Waterloo, Campbellville, Espanola, St. Catharines and Niagara-on-the-Lake(McGarr Realty Alliance), Kingston, Toronto West and most recently, North Bay. To include three, reputable and renowned brokers in REVEL’s stable of leaders will do well to extend and bolster REVEL’s far-reaching network, as well as add to the growing list of expansion offices, which will most likely exceed expectations with a few more slated to be announced before the end of the calendar year.

REVEL regards this trio of talent as a major expansion advantage for a brand that truly values the people who have earned promotional opportunities through impressive work ethics and adoption of the business principles REVEL insists upon for each of its 33 offices in Ontario.

“We are honoured to welcome Doug, Walid, Gino and their team into our REVEL family. Our ambitions and visions for real estate are like-minded, as well as our passions to offer elite service to our clients and colleagues,” explains REVEL co-founder, Ryan Serravalle. “To acquire three incredible leaders, who will drive REVEL Durham, is a first for us, and one that we are extremely excited about.”

REVEL is confident that its focus on education, coaching, training, mentorship, and creative marketing, not to mention its top ten branding influence in the province of Ontario, will continue to create opportunities for agents, affiliations, and client networks throughout the province and beyond.

“We are overwhelmed with enthusiasm when we attract agents, brokers and teams that share our core principles of business,” adds Nicki Serravalle, co-founder of REVEL. “At REVEL, we work to create confidence in our agents so that they aspire to leadership positions. Doug, Walid and Gino already have a headstart in this regard.”

From its inaugural launch in 2014, the founders of REVEL, Ryan and Nicki Serravalle, have built an alluring brand, which has inspired a demographic of real estate professionals to conduct business in a REVELutionary manner.

Attracting some of the highest-selling teams in the nation, while developing a contingent of industry-leading agents through its innovative REVEL Ed and REVEL Mentorship programs, REVEL has established itself as a credible and promising option for reputable real estate agents, brokers and prominent teams, who are seeking to take the next step in their career paths—leadership, ownership of, or partnership with, a REVEL office.

Interested in real estate? Join us for our monthly real estate Meetup to network and learn from like-minded individuals. Hosted in over 20 cities across the city, our Meetup community has over 3,000 members. Head to our Meetup.com page to find a local Meetup near you!

Why attend?

Whether you’re just looking to get started in your real estate journey or you’re a seasoned pro, there are opportunities to network with a diverse range of individuals at our Meetups. Many past attendees have found business partners, investors and local experts have helped them gain knowledge in their city. Check it out for yourself and grow your network!

Start a Meetup in your city

Interested in hosting a Meetup in your city? Message us @tcreipodcast@gmail.com and we’ll get you set up!

About the Canadian Real Estate Investor Podcast

The Canadian Real Estate Investor Podcast is Canada’s #1 real estate podcast hosted by Daniel Foch and Nick Hill. The podcast aims to provide educational content to get you set up with all the tools you need to make an investment decision.

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