Are agents ready for the new kind of homeowner joining the market? A new report released by Century 21 took a deep dive into the stats behind the newest cohort of potential clients — young Millennials and Gen Z. But before you go looking up new slang, know that these buyers are serious about finding a home that not only has the right amount of space but also puts them in a neighbourhood and larger community that they can become a part of.

The right agents are involved in their communities and show potential buyers how to do the same

“The right agent doesn’t just know the nearest parks and schools, but they know and are involved in their community,” explains Todd Shyiak, executive vice president of CENTURY 21 Canada. “A lot of our C21 Canada brokerages support their local sports teams and hold events to get people out into the community, and it’s a big source of pride for our brand.”An agent who can paint the picture of how a couple of new neighbours can join the fabric of a community could see themselves become the go-to agent for young buyers and get referrals as more of their friends get into the market. All it takes is a solid understanding of what feelings and goals are driving their home needs.

Be a source of reassurance & prove your community connection to attract new clients

As younger buyers are coming into the age range where they’re looking to put down roots and purchase their first home, the Century 21 survey shows that 50 per cent of Gen Z homebuyers reported feeling joy around their move, though only 36 per cent felt hope. “An agent who wants to attract new clients needs to be a source of reassurance,” says Shyiak. “If they can prove their community connection, they’ll find buyers who respond to that local expertise.”

The report shows just how much community is increasingly becoming a higher priority on the list of considerations. The Gen Z cohort is grappling with the rise of loneliness and factoring mental wellness into their homebuying decisions.

Being closer to family & friends: Outrank traditional considerations for moving

According to the Century 21 study, “being closer to family” is the third most given reason for a move, with “being close to friends” ranking as fourth. These reasons outrank traditional considerations such as lower cost of living and job opportunities, demonstrating a shift in thinking in this new class of homebuyer. They don’t just want to find a community — they want to impact it, with one in four young buyers planning to get involved through local politics, school committees and other entrepreneurship.

With these goals in mind, they’re going to be searching for an agent who doesn’t just know the ins and outs of the neighbourhood market, but who can also act as a guide to a community through authentic lived experience.

Authentic community ties for agents

But what do authentic community ties look like for a real estate agent? It could mean participating in local activities or sitting on the boards of local charitable events. 65 per cent of intending homebuyers rate “getting involved in the local community after they move” as “very important,” and an agent who can make suggestions to their clients on how they can do that is demonstrating their value and building a foundation for a referral relationship that’s sure to last years.

Shyiak explains that agents have to be known to their community: “To be trusted, you need to get out, get involved and meet people. That effort gives agents the credibility to guide newcomers and make sure they’re matching the place to the person.”

With the strong sense of community connection that younger buyers are prioritizing, it stands to reason that their ties to the people who helped them find that community would be long-lasting. If an agent takes the time to demonstrate their love and knowledge of their local community, and their hand in shaping it, they’re sure to make a lasting impression on a buyer.

As the needs of Millennial and Gen Z homebuyers evolve over time, forward-thinking agents can set themselves up to reap the rewards of these first impressions and segue them into client relationships that will stand the test of time. But remember — authenticity is key, so don’t just talk the talk, get out into your community and walk in the shoes of the people who call it home.

Have you ever heard an agent say they just didn’t feel supported in their brokerage? It’s a commonly cited reason given by agents as they wave their brokers goodbye. “We have always prioritized training in our network and wanted to strengthen our offering even further,” says Todd Shyiak, executive vice president at CENTURY 21 Canada (C21). “We decided to explore if it was possible for brokers to provide targeted coaching and in doing so, strengthen relationships with their agents.”

The team knew the main obstacle would be providing brokers with coaching that meets the needs of different types of agents, and that’s where Chris Leader entered the picture. “We worked with the team at Leader’s Edge training to bring three distinct levels of coaching to our 11,000 agents, and separately also developed an internal platform that would allow each broker to customize training for their offices. This is our way of ensuring that no agent is left to flounder.”

The C21 team started with the big picture — how could they keep agents up-to-date with best practices in a rapidly shifting industry? The answer was Chris Leader’s “Coaching to Confidence” program which provides weekly training that dives into current market trends and strategies for success.

“For one hour your agents learn actionable tips on sales skills, lead generation, business structure and overall motivation,” says Leader. “My aim is to provide ongoing content that would help new-to-the-industry agents set goals and understand the market they’re working in. It’s a great way for brokers to provide agents with the opportunity to ask questions and it works as an introduction to coaching — and possibly even realize they need something a little deeper.”

Helping mid-level agents target areas of their business for improvement

For a deeper coaching experience, Leader’s Edge developed two programs. The first, JumpStart Coaching, is a way for mid-level agents to target specific areas of their business, such as driving closings or prospecting. Leader explains this as a “surgical solution” to a problem that might be holding an agent back.

“We tailor the training to an agent’s individual needs, and it’s the best solution for the seasoned agent who’s hit a plateau and needs to find a way to break through to that next level in their business.” For Leader, the secret here isn’t just individual help — it’s the personal accountability of each agent. “We build a coaching relationship that can last anywhere from six months to two years. Agents select the strategies for success and work with their coach to see those strategies through, being held to task each step of the way.”

Helping brokers deliver their own proven training

But what does a broker do when they have their own tried and true training that they want all their brokerage newcomers to go through? The team at C21 Canada also envisioned a way to help brokers deliver their own training to their agents and developed the “Path to Gold” platform. Shyiak describes it as a way to let brokers deliver their personal coaching to their agents through a series of virtual learning courses.

“This could mean formalizing an onboarding process that’s been refined through years of experience, guiding agents through setting up their CRM or ensuring all agents know the ins and outs of FINTRAC laws. It’s the key to success for a busy broker who wants to create a strong office culture and see that no one drowns alone.”

The Path to Gold, by Xsel, also provides the accountability that’s so crucial. Within the platform, a broker can assign courses and set timelines and quizzes to ensure the agent is participating in the training program as well as retaining the information. For in-office trainings, it’s a great way to see how an agent is progressing and building measurable results that build credibility for themselves and quality brokers.

It can be a daunting and lonely road for a new real estate agent — or even a seasoned one who’s hit a rut. The team at CENTURY 21 Canada built and brought in these tools with the goal that no agent would feel like an island. Even beyond that, it’s a way for C21 brokers to show their commitment to support and prove that they’re the best resource for their agents, right from day one.

Have you ever heard an agent say they just didn’t feel supported in their brokerage? The team at CENTURY 21 Canada worked with Leader’s Edge Training and the Xsel platform to develop training programs that would meet agents at their need-level — whether they needed to brush up on best practices or be held accountable over months or years. The goal was to help their brokers help their agents and strengthen those bonds right from day one.

(Don’t attend another event until you read this.)

Most real estate events are lacking value,

and agents are catching on …

JUST A TASTE OF WHAT WE’RE COVERING AT THE LISTINGS LAB LIVE IN TORONTO ON OCTOBER 16-18:

1. HOW TO CREATE 7-FIGURE MESSAGING THAT WILL ATTRACT YOUR MOST MOTIVATED CLIENTS
2. HOW TO STRUCTURE YOUR BUSINESS TO SCALE TO 7 FIGURES & BEYOND
3. HOW TO RUN ALL OF YOUR MARKETING IN LESS THAN 3 HOURS PER WEEK (AND STILL HAVE A CLIENT SURPLUS)

& MORE …

Our clients regularly report results like …

• Consistently listing 3+ homes per week
• Having the best quarter of their career in 2023 (with rising interest rates)
• Generating over 60 inbound clients in the first half of the year
• Selling their highest-priced homes ever to date
• Having their best cash-collected month ever
• Filling their sales pipeline and having more inbound inquiries than ever

If you ask yourself any of these questions … you need to be in this room.

• How do I write content that gets the attention of that high-calibre 3% person (especially when it’s HARDER to get this type of person’s attention)?
• How do I know what to post every week that’s going to have people taking action and reaching out to me?
• How do I position myself as the agent they should choose?
• How do I structure my business for multi-7-figures? What are the right moves to take *now* to build a scalable business?
• What do I have to put in place to create content consistently? How can I run all of my marketing in less than 3 hours per week?
• How do I build my business to sell when I retire?

We’re 90% sold out for The Listings Lab LIVE in Toronto — and we’re NOT coming back to Toronto until 2026. 

GET YOUR TICKET NOW. 

P.S. Got questions? Send an email to jess@thelistingslab.com. 

As a real estate agent, you play a critical role in helping new home buyers navigate one of the most important decisions of their lives: purchasing a home. Your expertise and guidance can mean the difference between a smooth, successful transaction and a stressful experience. Given the complexities of Ontario’s homebuilding industry, it’s essential for agents to stay well-informed about how to protect their clients.

This is where the Home Construction Regulatory Authority (HCRA) becomes invaluable. As the regulator responsible for licensing new home builders and sellers across the province, the HCRA holds licencees to professional standards, protects the public interest and enhances consumer confidence in Ontario’s homebuilding industry. By leveraging the HCRA’s resources, real estate professionals can guide their clients effectively and help them avoid common pitfalls.

Here are the top five things real estate agents need to know to protect both their clients and themselves.

1. Check the Ontario Builder Directory (OBD)

This is a crucial first step in protecting your clients at the outset. The Ontario Builder Directory (OBD), hosted by the HCRA, provides key information about a builder’s licence status, years of activity, number of projects and any conduct concerns, including charges or convictions against them.

In Ontario, builders must be licensed by the HCRA and demonstrate they meet specific technical and financial competencies. Holding a valid licence also means the builder is required to uphold ethical standards, including honesty and integrity in their work. By verifying the builder’s licence on the directory, you can help safeguard your client’s investment from the get-go.

2. Beware of unlicenced builders and sellers

Illegal building and selling occurs when new homes are constructed or sold without a licence from the HCRA. Purchasing from an unlicenced builder exposes your clients to potential unethical practices and substandard construction work. Real estate agents who knowingly facilitate an illegal sale can face regulatory action from the HCRA, including financial penalties, and may lose their registration with the Real Estate Council of Ontario (RECO).

Remaining vigilant is crucial when guiding your clients in selecting a builder. Suspected illegal builders or sellers should be reported to the HCRA through its complaints process. Illegal building and selling can result in significant consequences, including financial penalties and potential jail time. The HCRA actively enforces these rules and has recently laid 124 charges against a builder for illegal activities.

3. Avoid illegal ‘house flipping’

Reselling or “flipping” a new home that has never been lived in is a key issue for real estate agents. Even if it was purchased from a licenced builder, the owner cannot resell the home without a licence if it hasn’t been occupied.

The HCRA outlines several indicators of genuine occupancy in their Advisory on the Common Definition of “Home” (see page 23 for details).

So, what exactly is a “new home?” In simple terms, if it meets the following characteristics then it may be considered a new home, and a licence is required by the owner to sell if it:

• Has not been previously occupied
• Is self-contained — meaning it has the ordinary aspects of living as part of the home, such as eating, sleeping, waste management and heating
• Is built as a family dwelling used for residential purposes
• Is affixed to a permanent foundation
• Can be occupied on a year-round basis

It’s important to verify the history of any home your client is reselling, including whether it has been lived in or not. Selling a new home without a licence from the HCRA is illegal and may result in financial penalties for the seller.

You don’t need a licence for assignment sales

Assignment sales occur when the original buyer of a pre-construction home sells their purchase contract to a new buyer before the property is built or transferred. These transactions are common in Ontario’s housing market. Assignment sales do not require a licence from the HCRA; however, as a real estate agent, you may still need RECO registration to represent buyers, sellers or builders involved in these transactions.

Even though an HCRA licence is not required for assignment sales, it’s important to ensure that your clients fully understand their rights and obligations. This will reinforce your role as a trusted advisor and enhance the value you provide.

4. Ensure your clients are treated professionally

The HCRA enforces a Code of Ethics for builders, mandating that they conduct themselves with integrity, honesty and professionalism throughout the homebuilding process. Your clients should expect nothing less, and as their agent, you can help them understand the type of behaviour they should see from their builder. This includes zero tolerance for harassment, discrimination, misrepresentation or bullying of any kind.

If you or your clients experience unlawful or unethical behaviour from their builder, submit a complaint for review by the HCRA. This includes concerns about their conduct, or illegal building and selling activities. By reporting these concerns, you can help the HCRA better protect the public and maintain a level playing field for everyone involved in the market.

5. Protect your clients — and your reputation

As a real estate agent, you’re crucial in protecting buyers in today’s housing market. By using the tips and resources from the HCRA, you’ll not only safeguard your clients but also enhance your professional reputation.

Staying informed about industry standards helps your clients make smart decisions and builds trust in your work. In doing so, you’re supporting a fair and transparent housing market that benefits everyone.

Stay ahead of industry news – subscribe to the HCRA’s newsletter and get the latest updates delivered directly to your inbox. For more information, visit hcraontario.ca.

REVEL Realty, an independent real estate brokerage with headquarters based in Niagara Falls, Ontario, is excited to announce that The Prior Group has accepted an invitation to join forces with REVEL for the purpose of REVELutionizing real estate in West Toronto and surrounding areas.

Led by Michael Prior, who has been servicing the West Toronto quadrant for close to 10 years, The Prior Group has created a real estate reputation based on a close knit family philosophy bonded by a love for real estate and serving those with similar passions. Prior leads his group with a clear vision — live the life of your dreams by unlocking the investment potential of home ownership. Aligned with REVEL’s similar principles, The Prior Group finds a likeminded home at one of the fastest growing brokerage brands in the province.

A move reflecting ‘my commitment to growth, education and helping other agents succeed’

“I’m excited to join REVEL! The brokerage’s culture, which focuses on fostering agent growth and community involvement, is a perfect match for my mission to support both the agents on my team’s growth and the broader agent community. The flexibility to create my own add-on programs for agents, tailored to the local market, meant I could adapt the existing programs at REVEL and add my own touch, ensuring the success of agents around me,” Prior explains.

The hybrid model between brick and mortar and virtual provides modern services along with affordable brokerage splits. It’s the ideal environment for agents to thrive. Finally, I was also drawn to the modern branding and the variety of opportunities available, such as REVshare and mentorship programs, which sealed the deal for me. This move reflects my commitment to growth, education and helping other agents succeed.”

A transformative partnership with great promise and ideal extension of REVEL’s expansion pursuits

An alliance with REVEL in West Toronto provides an ideal extension of REVEL’s recent expansion pursuits, which have stretched a reach as far as Timmins and Manitoulin in 2024. The Prior Group will establish a gateway of influence and a bolstering of the REVEL network, which has expanded to four offices alone in REVEL’s 10 year anniversary in business.

REVEL regards this most recent alliance as a transformative partnership, and one that inspires growth and agent membership in the Greater Toronto Area.

“We are honoured to have the reputation, credibility and energy of MIchael Prior and The Prior Group join REVEL. We share business values and goals, as well as ambitions to grow and offer our creative energy to our clients and colleagues,” explains founder of REVEL, Ryan Serravalle. “Michael and his team understand the importance of family values as they apply to growing a business. Together they have created a special bond and we appreciate these homegrown values embedded in their mission statement.”

REVEL will welcome The Prior Group to leverage REVEL’s focus on education, coaching, training, mentorship and creative marketing, not to mention REVEL’s top 10 branding influence in the province of Ontario, in order to create opportunities for agents, affiliations and client networks throughout the province and beyond. REVEL sees great promise welcoming The Prior Group into the family and insists that the personality and authenticity of the team will remain intact and primed for more growth and prosperity in this next phase of its business trajectory.

“We can’t express enough how proud we become when we connect with agents, brokers and teams that share our core principles of business,” adds Nicki Serravalle, founder of REVEL. “At REVEL, and as we celebrate 10 reputable years in the real estate business this year, we are ecstatic to embrace The Prior Group with the confidence that we can achieve more together based on our family, and team-first approach to real estate.”

A credible and promising option for all-star agents, brokers & teams

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, like The Invidiata Team, who aspire 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 all-star teams like The Prior Group, who are seeking to take the next step in their career paths: leadership, ownership of, or partnership with a REVEL office.

In this ambitious tradition, Michael Prior will lead The Prior Group under the REVEL umbrella as a head coach. REVEL expects to foster more growth for The Prior Group and provide a support system conducive to sales success and agent development.

“We respect Michael and his team as intelligent, ambitious business people with a progressive vision that matches the energy and spirit we have tried to infuse into every one of our expansion offices,” explains Nicki Serravalle. “The Prior Group is a proven and reputable real estate name and this reputation of elite client service harmonizes with our philosophy and ability to attract strong local professionals throughout the province.”

Never a brokerage to back down from growth, provision of opportunity or expansion, even in tough times, REVEL has always created its own space in competitive real estate markets throughout Ontario. As a result of this commitment to creating opportunities for like-minded professionals, the brand continues to attract top-performing and community-respected agents as well as legacy teams like The Prior Group, who look to diversify their business, real estate and investment interests through leadership of 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.

Apple Podcasts
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The PacificWest 2024 conference is just around the corner, and we want all real estate professionals to be part of this transformative experience!

This year’s event promises to be a game-changer, packed with insights from world-renowned speakers, cutting-edge ideas and networking opportunities that could redefine your professional path. We’ve lined up an exceptional roster of keynote and signature series speakers, each bringing a unique perspective that will challenge your thinking and ignite your creativity.

A peek at some of our inspiring speakers

Diana Kander: Innovation strategist and bestselling author Diana Kander will open the conference with a keynote that delves into the mindset shifts necessary for continuous innovation. Her session will leave you equipped with practical strategies to drive growth and stay ahead in today’s fast-paced world.

Duncan Wardle: Former head of innovation and creativity at Disney, Duncan Wardle is set to share his secrets on how to think like a designer. His dynamic approach to problem-solving has helped global brands reinvent themselves, and now you can learn how to apply these principles to your own work.

Eric Termuende: Future of work expert Eric Termuende will challenge the status quo with his insights on workplace culture and the future of teams. Discover how to build better teams, enhance productivity and create an environment where innovation thrives.

Miriam Kirmayer: Clinical psychologist and friendship expert Miriam Kirmayer delivers a compelling session on the power of relationships. Her research-backed strategies will help you forge stronger connections, both personally and professionally, to ultimately achieve greater success and well-being.

Innovate | Integrate | Inspire

PacificWest 2024 isn’t just another conference — it’s your opportunity to connect with thought leaders, gain actionable insights and turbo-boost your work with a renewed sense of purpose. Whether you’re looking to spark creativity, build meaningful relationships or stay ahead of industry trends, this elevated conference experience will not disappoint. Take a look at the full schedule and register today!

Get ready for the most anticipated event in the real estate profession: PacificWest is back from October 1-2, and it’s bigger and better than ever!

You won’t want to miss out on this exclusive opportunity to network with top professionals and gain invaluable insights to elevate your skills and your business.

Interested? Take a look at the full schedule and register today!

Gain valuable insights

At PacificWest 2024, we’re bringing together the best and brightest minds in the real estate ecosystem and beyond to explore cutting-edge topics. Our lineup of world-class presenters covers a wide range of topics, including:

• AI and its impact on real estate
• adapting to disruption
• wellness best practices
• navigating the future of regulation
• and more!

More than a conference

PacificWest is your chance to get the latest information on our profession, build new relationships and more. And, if you’re a member of the Greater Vancouver REALTORS® or Fraser Valley Real Estate Board, attending both days of PacificWest automatically earns you six self-directed PDP hours.

Beyond our seminars and workshops, you’ll:

• get inspired by keynote speakers Duncan Wardle, former head of innovation and creativity at Disney, and Diana Kander, New York Times best-selling author,
• celebrate in style at the legendary Welcome Party, included with the price of admission,
• make connections with colleagues from across the real estate ecosystem and
• find cutting-edge products and services at the trade show.

What is PacificWest?

A collaboration between the Fraser Valley Real Estate Board and Greater Vancouver REALTORS®, PacificWest is a real estate conference designed for professionals across the real estate ecosystem.

In its inaugural year in 2023, PacificWest drew over 1,100 attendees.

For more information on PacificWest, check out pacificwest.ca.

The Canadian Real Estate Association (CREA) recently released its latest episode of its REAL TIME podcast, featuring yours truly and CREA CEO, Janice Myers. On it, we discussed the draft business case CREA released earlier this summer that outlines a path forward for REALTOR.ca as a taxable entity and the incredible opportunity that could provide.

Here are two key takeaways of our podcast conversation:

1. I fully acknowledge and understand any concern and hesitation that’s been shared with us about the proposed transition — REALTOR.ca is our most valuable asset. But I firmly believe our biggest risk is inaction. Let’s seize this incredible opportunity to ensure REALTOR.ca continues to be the trusted platform for all things Canadian real estate — with REALTORS® planted firmly at the centre of it all.
2. If you haven’t already, please read the draft business case, which can be found at CREA.ca/REALTORinc.

REALTORS® have seen firsthand how REALTOR.ca has paved the way for how real estate is marketed and consumed in Canada. The platform has become a cornerstone of our industry, providing unparalleled value for both our business and consumers.

REALTOR.ca has evolved from a public-facing website to a comprehensive platform with integrated components, like native apps for iOS and Android for both REALTORS® and consumers, and the REALTOR.ca Data Distribution Facility (REALTOR.ca DDF®), which facilitates the consistent and accurate distribution of real estate listings across 10,000 advertisement, franchisor and member websites.

We are the proud owners of a REALTOR®-centric tool that commands more than 50 per cent market share¹ in Canada because of the trust and appreciation of the consumers who turn to it. As a business tool, there’s really no comparison to the reach and exposure it provides.
How we use the internet has changed dramatically in the last decade. You could even say that about five years ago. To help ensure REALTOR.ca’s future success, we need to change our approach to maintaining such a powerhouse platform.

Year after year, competition in the tech landscape grows, consumers expect more and operational costs increase. The status quo isn’t sustainable.

CREA is proposing it turn REALTOR.ca into a taxable, wholly owned subsidiary as both a financial necessity and a strategic move to secure REALTORS® at the centre of Canadian home buying, selling and renting journeys.

Why change is essential

Currently, REALTOR.ca is operated by CREA under its not-for-profit status. While this structure has served us well, under this model, REALTOR.ca isn’t able to pursue new revenue streams or engage in certain business-related activities. Transitioning to a business model would give us the ability to unlock that potential, better positioning us to stay ahead in an increasingly competitive market.

PricewaterhouseCoopers (PwC) conducted a comprehensive analysis and presented an overview of the opportunities this transition could offer in the draft business case.
Based on initial revenue and cost projections associated with the transition, operational enhancements and pursuit of revenue opportunities, REALTOR.ca as a taxable entity could generate significant estimated revenues that could help reduce dependence on CREA funding from member dues. In other words, the current allocation of my annual $310 CREA membership dues that goes to REALTOR.ca (43 per cent) could be reduced — allowing CREA to instead allocate those funds to equally impactful priorities like government relations work and enhancing and protecting the REALTOR® reputation.

The dollars and cents are important but shouldn’t be what motivate you to consider this path forward. What’s at stake here is possibility. We can’t do more or be more by staying the same. If we want to remain the go-to choice for consumers, we need to set ourselves up to take advantage of all that’s possible for REALTOR.ca.

The benefits of a taxable subsidiary

Turning REALTOR.ca into a taxable entity could create other key benefits:

1. Innovation. With the ability to generate new sources of revenue, REALTOR.ca could adopt new technology like artificial intelligence, reach new demographics and introduce new features and tools.
2. Enhanced value for REALTORS®. REALTOR.ca could deliver things like higher-quality leads, better tools for managing client relationships and new features that enhance the overall REALTOR® experience.
3. Long-term viability. Creating opportunities for REALTOR.ca to better compete in today’s fast-paced tech landscape is crucial for maintaining our competitive edge and continuing to provide the high level of service that consumers have come to expect from the platform.
4. Self-sustainability. Reducing REALTOR.ca’s dependence on member dues could enable CREA to allocate more resources to core services like government relations, professionalism and promoting and protecting the value of working with a REALTOR®. This could help better position both entities for greater long-term sustainability and success.

The path forward

I’ve had the pleasure of connecting with many across the REALTOR® association community on this proposed transition. We know what’s at stake.

As stewards of this powerhouse brand, we have a duty to ensure its future success. The proposed transformation is a responsible and forward-thinking step towards securing REALTOR.ca’s market leadership in an increasingly competitive environment while also keeping REALTORS® firmly at the heart of that future.

Once again, I encourage you to visit CREA.ca/REALTORinc to read the draft business case, check out the other resources and share your feedback. We’re excited about what’s possible and look forward to bringing this to a membership vote at CREA’s 2024 Special General Meeting on Wednesday, October 23.

James Mabey
CREA Chair

¹ Comscore

REVEL Realty is excited to announce that Your Team Kingston has accepted an invitation to join forces with REVEL for the purpose of REVELutionizing real estate in the eastern quadrant of Ontario.

Having recently expanded into Northern Ontario, REVEL is ecstatic to expand its reach east of its Kawartha Lakes location. Led by Jeff and Shawna Easton, REVEL Kingston will find itself in the capable hands of proven leaders who are looking to make a major impact on their real estate marketplace.

Jeff Easton has successfully navigated the customer relationship field, for over 30 years, while earning industry awards and accolades along the way.

Passionate about providing the best possible real estate experience for his clients and dedicated to going above and beyond the duties of service as an agent, Jeff is proud to be recognized as a consecutive top producer in Kingston, attributing his success to the trust his clients have in him. A creative marketer and an avid contributor to local charities, Jeff Easton will officially assume the Head Coach position for REVEL’s foray into Kingston.

Shawna Easton joins REVEL Kingston from an award-winning five-year tenure in real estate, where she led Your Team Kingston as its team manager. Educated with a Bachelor’s degree in Psychology, Health Studies and Education from Queen’s University, and formerly a French immersion teacher, Shawna offers REVEL Kingston invaluable organizational expertise alongside acumen in implementing structure, systems and team-building foundations, which has culminated in the achievement of the Pinnacle Club Team award in 2022.

“We truly believe that our team and style are almost identical to REVEL’s mission statement, and we have the same pillars of success,” explains Jeff Easton. “We are a big believer in supporting local, giving back to our community and also hosting creative events. Culture is super important to us and being fresh and new is always top of mind. We believe REVEL is going to make a big splash in the real estate world, so we wanted to jump on that train and be part of the growth.”

REVEL sees exceptional promise through this official introduction to Eastern Ontario.

“We are honoured to have the reputation, credibility and legacy of Your Team Kingston join our family of agents and leaders at REVEL. We share business values and aspirations to make statements that extend beyond the scope of geographical location,” explains founder of REVEL, Ryan Serravalle. “Jeff and Shawna are true leaders, in every sense of the word, and at REVEL we hold agents and brokers who seek to take their professional growth in this direction in the highest regard.”

Such a bold and strategic easterly move will certainly contextualize REVEL’s influence throughout Ontario, empowering an already growing network of agents and office locations who benefit from the inclusion of reputable professionals like those at Your Team Kingston. REVEL believes that REVEL Kingston will maximize and inevitably leverage REVEL’s top 10 branding influence in Ontario to create opportunities for current and future agents and affiliations looking to Join The REVELution. REVEL is proud to welcome Jeff, Shawna, Hannah, Gerald and Angelica, and sees incredible potential for growth on the horizon for this venture.

“We are excited to offer what we do best at REVEL to Jeff and Shawna from Your Team Kingston,” adds Nicki Serravalle, founder of REVEL. “At REVEL, and as we celebrate 10 reputable years in the real estate business this year, we are ecstatic to invite Jeff and Shawna into our family, knowing, with full confidence, that we can achieve more together based on our team-first approach to real estate.”

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, like Your Team Kingston, who aspire to conduct business in a REVELutionary manner.

Attracting some of the highest-selling teams in the nation, while most recently implementing REVshare and cap commission programs, REVEL has established itself as a promising option for real estate agents, brokers and all-star teams like Your Team Kingston who are seeking to take the next step in their career paths: leadership, ownership of or partnership with a REVEL office.