Two names stand out in the Edmonton luxury market: Kerri-lyn and Jason Holland. The professional and married partners have cornered the market for years now, leading in sales and becoming sought-after agents for clients seeking their dream home in Alberta’s capital.

“In the last five years, they’ve basically dominated the luxury space, with sales almost double the next agent,” says John Carter, broker/owner of Re/Max River City, out of where the Hollands operate in Edmonton. “They’ve hit a significant milestone. They’ve been top agents and deserve real recognition for overall performance in a five-year span.”

Alberta has been calling since the pandemic began, with more people leaving the big city in search of greater space and better value. While Calgary gets a lot of attention, Edmonton, with plenty of land and relatively low prices, has also seen an influx of residents. Carter says the luxury market, which comprises properties priced at $1 million and up, has been growing steadily over the last five years as well.

How Canadian luxury markets are faring

Indeed, there are opportunities to be had, as these sentiments are reflected in industry studies on Edmonton and other Canadian locations.

For example, the 2024 Royal LePage Carriage Trade Luxury Market Report, released last month, showed luxury sales were up this year, with strong demand in the prairies. Edmonton specifically saw a large gain in the first two-thirds of this year, with a 39.7 per cent increase in sales activity year over year.

Also, according to Sotheby’s Top-Tier Real Estate: 2024 Mid-Year State of Luxury Report, population growth for the year ending July 1, 2023, in both Calgary (5.9 per cent) and Edmonton (4.1 per cent) drove Alberta’s conventional and luxury markets to significant highs.

But luxury sales are up all across Canada, too: Engel & Völkers 2024 Mid-Year Luxury Real Estate Market Report highlights Toronto, Ottawa, Halifax, and Vancouver all performing better than expected in their respective luxury markets.

Success from diligence & discretion: Educational approach to all that’s buying, selling & building homes

The Hollands credit their luxury market success to their diligence and discretion, understanding everything that comes with not just buying and selling homes, but building them as well.

“Our approach is based on education,” says Kerri-lyn. “Educating clients on luxury value, dirt value, construction value, end value and resale value.”

The depth and breadth of the pair’s knowledge, she says, helps create trust and allows the buyer to make informed decisions for themselves and their family. Together, they’ve earned the MLS Medallion Award (for the top 5.0 per cent in MLS sales in the Edmonton area), the Re/Max Hall of Fame Award and the Re/Max Platinum Award.

Their journey into the luxury space

The Holland’s work in the luxury sector grew organically. Both wanted to work with clients who were respectful and kind, while potential clients took note of their professionalism and hard work. “Everyone gets the same customer service across the board, whether they’re luxury or not. Every possible detail from land investment or construction is fully understood by the client,” says Kerri-lyn.

Jason points out the opportunity was available, as agents who had operated in the luxury market were either starting to retire or simply not adjusting to current methods and the latest trends. “We did recognize the group of realtors was aging out, and they were of a more traditional manner — (things were) more done with just putting a sign on the lawn.”

“We started to apply the modern approach with the marketing, knowing all the details and features, and being able to explain these homes that were more complicated than a typical house,” he adds. “People in business for 30 years were just doing the same thing over and over again. They never adapted.”

Many agents want in but Edmonton lacks comparables & luxury comes with high up-front costs

Carter notes dealing with luxury homes takes specialized knowledge and requires assuming some risk. “Pricing luxury is a real skill; a lot of judgment goes into it. The irony is they’re much harder to sell and market,” says Carter.

“Lots of agents want to break into luxury, but they don’t understand the average costs upfront to properly promote it. There’s a lot more lead time, upwards of a year of preplanning, working with the builder a year-plus in advance, consulting, strategizing, dealing with layout changes — all for free.”

Because Edmonton is growing, pricing and selling luxury is more difficult, particularly compared to Toronto or Vancouver where so much is established. “Here, you’re getting a property that’s never been on the market — there’s nothing to compare it to,” says Jason.

Edmonton: A different ‘quieter’ wealth, where confidentiality is ‘huge’

Experience is also required to appreciate what clients are looking for when they’re seeking out a home in Edmonton. “It’s different money here, wealth is quieter,” says Carter. “You really need to understand the clientele and their needs. Confidentiality is huge.”

These particular clients include notable Oilers, like Connor McDavid and Ryan Nugent-Hopkins. Jason, a former professional hockey player with experience in the NHL and Europe, didn’t seek to use his connections but instead was discovered by interested Oiler buyers.

“I started before Jason and made it part of my business plan to not covet hockey players,” says Kerri-lyn. “I wanted to grind it out, make sure I established the business, developed a good work ethic, and if they came to us, that would be great.”

And they did.

A niche that came to them

“The reason why the players are so comfortable with us is that we understand the hockey life, going to new places, re-establishing everything from a new school to finding groceries. We lived that life.”

Lauren Kyle, founder of Kyle & Co Design Studio and wife of McDavid, worked with the Hollands to find the perfect spot for their ideal, custom-built home in Edmonton.

“It was our first time doing a project this big,” she says. “They were really involved in the process to make sure things were done perfectly.” Kyle is among many who have moved from the Toronto area out west, finding a lot more value for the money — and more sunny days.

“We really love the location,” she says. “(The Hollands) were definitely valuable for finding a good spot and good value for the home. They knew the neighbourhoods and our lifestyle. They helped us find a place where we could be close to our friends and start a family.”

The luxury real estate market around the world is becoming increasingly compelling to many, with reality shows detailing the dealings and drama from agencies out of Los Angeles, London and even Toronto. With high-profile clients, pricey transactions and custom-built homes, it seems Kerri-lyn and Jason would be well-suited for such an experience.

“We were approached,” says Kerri-lyn when asked, somewhat jokingly, if they’d want their own reality show. “I love to watch the houses on those shows. I would do it, but not if it’s about the drama. They’d have to keep it about the houses.”

Are you a real estate agent looking to expand your reach and stand out in your local market? SEO (search engine optimization) may be the game-changer you’ve been seeking. 

Far from just a marketing buzzword, SEO refers to the process of optimizing your online presence to increase visibility on search engines like Google. While traditional SEO focuses on improving your rankings for general search queries, local SEO is about the geographic relevance of your business, specifically targeting location-based searches to help you connect with nearby customers. 

Why is local SEO important for real estate agents?

For real estate professionals who operate within a specific geographic region, targeting local traffic is crucial for attracting clients. Optimizing your local SEO strategy directly improves your ability to connect with potential clients in your area. 

In fact, Think with Google reports that 76 per cent of those conducting a local mobile search convert (visit a physical place within 24 hours) and 28 per cent of those make a purchase. 

Additionally, a 2023 survey from BrightLocal.com found that 98 per cent of consumers used the internet to find information about local businesses and, according to SEO Tribunal, 97 per cent learn more about a local business online than anywhere else.

These data points suggest most people searching for local businesses have a clear intention of becoming a customer.

A strong, local SEO strategy ensures your business ranks high on search results when people are searching Google for real estate services, properties or agents in your area. This increased visibility can lead to more website traffic, higher engagement and, ultimately, more clients.

How can I improve my SEO ranking?

For agents who want to stay competitive, there are many ways to strengthen local SEO. Here are a few key strategies to enhance your searchability, attract local prospects and boost your online visibility.

1. Claim and optimize your Google Business Profile listing

Your free Google Business Profile listing, which you can create at google.com/business, acts as your virtual storefront. Make sure all details — such as your business name, contact information and operating hours — are accurate and consistent. Additionally, you can encourage satisfied clients to leave a Google review, given that positive feedback can significantly boost your local search rankings and build trust with potential clients.

2. Leverage local keywords strategically

Incorporate local keywords and phrases throughout your website. Focus on terms prospective clients in your area are likely to search for, such as “real estate agent in [your city]” or “homes for sale near [landmark].” Utilize free tools like Google Keyword Planner to identify relevant keywords with decent search volumes and low competition.

3. Create locally-relevant content

Blogging is a powerful tool for improving local SEO, so regularly publish blog posts that address local real estate trends, neighbourhood highlights, market updates and community events. By offering valuable insights to your local audience and incorporating your targeted keywords and phrases throughout (without overdoing it), you can attract more traffic and establish yourself as an authority in your local real estate market.

4. Ensure mobile-friendly website design

Optimize your website across all devices. Google prioritizes mobile-friendly sites in search results, meaning that a responsive design not only enhances user experience but also boosts your SEO rankings. Given that more users access the internet through their mobile devices, a seamless mobile experience is essential.

5. Monitor and respond to client reviews

Regularly monitor and engage with client reviews across platforms like Google, Yelp and social media. Promptly responding to both positive and negative feedback demonstrates your commitment to client satisfaction. Engaging with reviews not only builds trust with potential clients but also signals to search engines that your business is active and reputable. 

Remember, getting glowing client reviews doesn’t have to be a complicated process. In a previous article, we outlined our proven framework for securing high-quality testimonials that showcase your skills and professionalism. 

Whether your business operates within a small geographic area or serves clients around the world, SEO is a critical component of your marketing strategy to ensure long-term sustainability.

Optimizing local SEO is not just about achieving higher rankings — it’s about connecting with local prospects who are actively searching for real estate services in your area. By implementing the methods described above, you can enhance your online visibility and position your real estate business for success in local search results and beyond.

In today’s digital world, where the majority of consumers research and begin their home search online, a strong social media presence is essential for building a lasting impression in competitive real estate markets across the country.

To stand out in a sea of agents, real estate professionals need an effective social media content strategy to drive business growth. Your content strategy serves as a roadmap for creating valuable, relevant and engaging content that resonates with your target audience and leads to meaningful outcomes.

In this guide, we’ll walk you through three steps to developing an Instagram strategy that converts. By getting the hang of these essentials, you can level up your online presence, nurture client relationships, and generate valuable leads.

1. Set clear content goals

When crafting your content strategy, kick off by setting goals. For best results, start by identifying your yearly, big-picture aspirations. Next, break it down to quarterly goals, and then each month, zoom in on what really matters to move the needle.

Whether your goal is to increase property inquiries, drive traffic to your website, grow your email list or secure more listings, ensure that each piece of content serves a purpose in achieving your desired outcome.

Goalsetting is an important part of your strategy because it provides a clear direction and purpose for your content creation. Not only that, but it helps you measure the success of your content strategy, providing insights into whether your efforts are yielding the desired results. 

In turn, you can adapt and optimize your strategy based on data and analytics. If you’re not meeting your set goals, you can analyze what’s not working and make the necessary adjustments to improve results. On the flip side, if you’re seeing success you can make note of what is working to optimize your strategy further. 

2. Define your content pillars

After establishing your goals, we encourage clients to focus on three core pillars for their social media marketing efforts. Keep in mind, your content pillars will differ from your brand pillars. 

While your brand pillars are unique to you, think of your content pillars as the structure and guideline for your content creation efforts. Your content pillars allow you to focus on actions that are aligned with your goals. They also prevent you from getting overwhelmed with too many ideas and ensure that you’re investing your time and energy where it matters most.

Here’s an example for the real estate industry:

• Grow (expand your reach). Showcase property listings, local market updates and neighbourhood insights. 
• Nurture (build trust and connect with potential clients). Share glimpses into your daily life, offer free educational resources and showcase testimonials. 
• Sell (drive conversions). Highlight successful transactions, offer exclusive deals and provide expertise on the buying or selling process. 

Each piece of content you post should prioritize one of these pillars. As a real estate agent, it may feel like you’re often doing all three simultaneously (growing, nurturing and selling); however, by working with content pillars, you can focus on the most important action for your business at any given time. 

Remember, it’s not only about the content you’re creating and sharing — it’s also about the way you’re engaging with your audience. Aim to build personal relationships with your audience by sparking conversations in the DMs. You can foster engagement by inviting questions, sharing polls or hosting Q&A sessions on Instagram Live, positioning yourself as a trusted resource for ideal clients.

3. Create your monthly content calendar

The key to a consistent Instagram presence? Planning. Instead of brainstorming new ideas from scratch for every piece of content, you can leverage your established pillars and current goals to generate relevant topics and angles. This saves you from staring at a blank page with the dreaded question, “What the heck do I post today?” 

Start by mapping out key topics and themes for the month ahead, plugging in special occasions, open houses, local events or anything else that automatically translates into a marketing opportunity. From there, fill in the blanks with valuable content that aligns with your key goals.

For real estate professionals looking to thrive in today’s digital landscape, a strategic social media marketing strategy is no longer optional but fundamental to your success. A winning Instagram strategy blends clear, strategic goalsetting, consistency and the right mix of content. By following these steps, you can create a memorable online presence that remains top of mind with your target audience.

Real estate agents and brokers often struggle in different areas — from maintaining a consistent stream of prospects and clients and navigating ongoing market fluctuations to embracing technology and handling competition. Adapting to changes in the industry is important too, as is building a strong network. Whether you’re just getting started or have been in the industry for decades, these can be big challenges for anyone.

Here, I’ll focus on six key problems realtors face and ways to solve each appropriately.

1. Finding new clients

Real estate agents often struggle with finding new people to work with, or getting “new deals.” Consistent clientele is the key to their success. This can be especially challenging for new agents who are just learning the business, as they’re operating in competitive markets.  

To solve this issue, new realtors can attend networking functions regularly (2-3 times per week, preferably in person). They can also align themselves with mortgage specialists and other professionals who are key players in the real estate process. This is a long-term, relationship-building solution that should be implemented right away.

In the short term, agents can develop strong cold calling lists that are outside the DNCL (Do Not Call List). They can make 30 cold calls a day to start. Then, once comfortable, they can increase the number of calls made each day.

Agents can also speak at local chambers of commerce and boards of trade events. Getting their faces in front of others is super important.

2. Market knowledge

Staying on top of market trends, property values and regulations can be overwhelming. Continuous education is the answer. Real estate agents need to continuously inform themselves so they can do the same with their prospects and clients. This requires being curious and open to always learning. If the passion for the industry is there, this shouldn’t be a big issue to overcome. 

In commercial real estate, for example, many brokers and realtors attend weekly or biweekly meetings to do just that — provide their teams with updates on current industry trends, such as who is moving and when. Focusing on different areas of real estate is helpful to gain a big picture of what’s going on, both in residential and commercial. New agents should be asking a lot of questions and often.

3. Embracing technology

We are no longer in the age of fax machines, realtors! It’s time to get up-to-date with technology.

It’s amazing how many real estate agents are still operating the “old school way.” Effectively using technology tools and platforms for marketing, communication and property management can seem scary to some agents. But it doesn’t have to be. Becoming tech-savvy can take a bit of time, but it’s well worth it.

For example, adapting technology to track leads when cold calling is powerful. Maintaining a strong follow-up system means that leads will NOT fall through the cracks! There are many easy-to-use software tools available. Realtors can also hire a tech expert to assist with this setup if the process seems too daunting.

4. Good time management

Client meetings, paperwork (contracts), property showings and marketing properties are a lot to handle as a realtor — there’s no doubt about that. There are many tasks to balance in the industry, so realtors need to learn the art of time management sooner rather than later. 

This problem can be solved by prioritizing tasks. Realtors can identify the most important tasks each day based on urgency and importance. Next, they can block specific time slots for regular activities such as cold calling, client meetings, marketing, showings and so forth. 

Finally, realtors can benefit from delegating tasks. For example, administrative tasks can be handled by assistants. This frees up their schedule to handle what’s most important.

5. Relationships with prospects and clients

Long-term success depends on building solid relationships with prospects and clients. This means that strong social skills are required in this industry. The ability to network, follow up and maintain good connections will serve agents well.

New agents or those with language barriers may struggle with understanding client needs and providing exceptional customer service. This is where asking for help and working in teams to start is great. Speaking with their broker of record will likely be required.

6. Competition

Standing out from the competition and differentiating oneself can be a struggle for new real estate agents. The industry is highly competitive with many realtors vying for the same clients and properties. 

Some solutions? Specialize in a specific niche. This could be first-time home buying, luxury properties, office leasing or industrial properties. Then, learn from peers and, once again, ask a ton of questions.

Realtors can also offer unique services that go hand-in-hand with the trade. They can provide additional services such as home staging, property management, or construction or mortgage advice. Doing so will position them as more valuable as an all-encompassing resource, or a one-stop shop. 

Finally, realtors can build their personal brand by showcasing their unique strengths on a solid website. They can also be active consistently on all social media platforms.

There are many hurdles both new and seasoned agents will face. Staying present on industry trends is an ongoing process, and enjoying what they do is what will keep that going. No matter the obstacle, love and passion for the industry will be any successful agent’s driving force.

Residential real estate giant Re/Max has launched a coaching program in Canada for its brokers, owners, managers and recruiters. This is being done to help them attract and retain the best real estate agents and maintain the company’s standing as a leader in transactions.

Ben Fairfield, vice president of recruiting and retention for Re/Max, says the Max/Recruit program began in the United States last year and could expand to other countries beyond Canada.

Building on top-producing agent talent

“We have the top-producing agents in the world for productivity so we want to build on that. We don’t want to rest on our laurels. So how do we support our broker/owners?” Fairfield poses. “Not only on how do they get more of those people but how do we make all of our people continually more productive?”

These questions are what formed the thought process behind the program. “It was really a complete system,” he explains. “Coaching was a big part of it but it’s arming them and equipping them with what they need to do this process a little bit differently.”

Top objective: Staying number one

Fairfield says the company’s number one objective continues to be performing at number one in every market it serves. This is something it’s doubling down on.

“In Canada, we have that currently but we also know if we get complacent we can lose that very quickly. So, we want to make sure that we’re number one in every market we serve regardless of country,” he says.

“That’s the number one objective and the way we do that is by helping our brokerages continually attract the top-producing agents in any of the markets they’re in.”

‘You want to play better golf, you play with better golfers’

Transactional count is the first focus for Re/Max, and the company knows that successful people want to be with other successful people.

“Especially at times like this when there’s a lot of chaos and noise, (agents) want to be a part of an office that’s thriving and growing and full of like-minded, top-producing agents. Steve Murray coined the term ‘the silver tsunami’, (meaning) a lot of the industry is beginning to age out,” he says. “Just because we have that dynamic in our offices today doesn’t mean that we automatically will next year.”

Fairfield points out it’s about getting ahead to ensure the company continues fostering the top-producer environment its agents are looking for. “They want to be with people that do more business. It stretches them. It challenges them. You want to play better golf, you play with better golfers. That’s really the concept we’re pushing on, making sure that our offices continue to be that environment.”

Canadian expertise and perspective

There are more than 26,000 Re/Max real estate agents in Canada and more than 900 broker/owners. Currently, the coaching program is solely for broker/owners, team owners, managers and recruiters.

“Agents are our next evolution … We’re going to roll out the ability to do one-on-one coaching for our agents as well, really focusing on the Re/Max model and tools, coaching to what they have available to them,” adds Fairfield.

Kelley Skar, realtor with Re/Max Kelowna and Max/Recruit coach for Canada, was one of the first coaches hired for the program. He’s been in real estate for 17 years, first in Calgary and now Kelowna, and has been coaching officially and unofficially since 2013. 

Helping to solidify the broker/owner’s value proposition

Skar says the direct benefit to the agent in coaching the broker is helping to solidify the value proposition, not of just the brand and the company but also of the individual broker/owner.

“Far too often we’ve seen in our business that it’s incredibly difficult for some broker/owners to verbalize and articulate what it is they bring to the table. That’s part of what we’re trying to do with Max/Recruit in helping them realize that value, so they can then properly train, coach and mentor the agents. That’s really the downhill effect and trajectory,” he explains. 

Getting the word out

Skar mentions there are multiple channels leveraged through the company’s network to get the word out about Max/Recruit, but that it’s a slow build. “We’re slowly building this company inside of the Re/Max network (and) getting the word out as much as we possibly can through other industry events.”

As for the process to get started with Max/Recruit coaching, Skar explains: “If a broker is interested in coaching with us, then we jump into a discovery call to determine what their needs are and if they’re going to be a right fit for coaching. (If so), we get them to enroll and it’s a minimum six-month commitment.”

A holistic approach fit to each user’s needs

Skar says they’re taking a holistic approach to the program and try not to fit anybody into a box. 

“We’re not trying to shoehorn someone into a system. We really want to listen to the broker network and understand what their needs are. From there, we can craft and formulate a coaching plan that’s going to fit not only their needs but also their behavioural profile and their styles.”

Your website is more than a digital brochure — it’s like the storefront of your business. 

It has the power to attract dream clients, instantly build trust and authority and convince them you’re the realtor they’ve been searching for — all within a few clicks of a button. 

The problem with many real estate websites is they end up looking and sounding the same, thanks to outdated design templates and lacklustre messaging. But, the good news is that this creates a golden opportunity for you to instantly stand out from the crowd. 

A professional, strategically designed website will help set you apart as a real estate agent and attract potential clients with ease. 

Keep reading to discover our marketing agency-approved tips for realtors looking to create a high-impact website.

Speak directly to your audience

The truth is, when it comes to their home search, your potential clients are heading to Realtor.ca, Zillow and even Facebook Marketplace to view listings — not your website! Rather, they’re visiting your site to learn more about what it’s like to work with you and discover how you can help them reach their goals. 

This is why your website copy should speak directly to your client’s needs, desires and pain points while clearly spelling out your unique differentiator and the transformation you can provide. By putting yourself in their shoes, you’re immediately creating a sense of trust that makes your clients feel seen in their experience.

Tell your story

Instead of focusing solely on your achievements and accolades, use your website to showcase your personality, values and vision. Share the journey that led you to a career in real estate, your passion for helping your clients and the experiences that shaped your approach to buying, selling and investing.

Your brand story humanizes you as a realtor and creates an emotional connection with your audience. Explore some storytelling prompts that will take your marketing to the next level. 

Visual appeal and seamless navigation

A beautifully designed website and seamless user experience will keep users engaged and encourage them to browse further. This means establishing your unique visual brand with a consistent colour scheme and font selection, high-quality photography and cohesive design. 

It’s also important to optimize your website for speed, navigation and mobile responsiveness to ensure it works flawlessly on all devices. Use clear call-to-action (CTA) buttons to make it easy for visitors to take the next step — whether that’s contacting you, booking a consultation or subscribing to your email list.

Improve your site’s SEO 

You can’t attract more ideal clients if they can’t find your website in the first place. A well-optimized website can increase organic traffic and generate leads on autopilot. 

Use keyword research to identify relevant search terms and incorporate them strategically into your website content, meta tags and URLs. Focus on local SEO to target potential clients in your area and optimize your Google Business profile for maximum reach.

Showcase your credibility

Incorporating social proof in your website strategy is key to turning leads into clients. Real-life success stories give the reader reassurance that you are as trustworthy and credible as you say you are! Include testimonials from previous clients throughout your website that showcase the positive experiences others have had working with you. Seeing their results will make your next client excited at the opportunity to work with you. 

We hope you take this opportunity to reassess your current website and implement these suggestions. By doing so, you’ll transform your site into an extension of your sales team — one that sets you apart and attracts potential clients effortlessly.