​Luxury real estate isn’t just about selling high-end properties. It’s about mastering a higher level of service, insight and connection.

For most agents, the jump from residential to luxury can seem daunting. The expectations are higher, the clientele more discerning and the competition fierce. But for a select group of REMAX® professionals across Canada, luxury has become not just a niche, but a cornerstone of their business success.

This October, REMAX Canada invites you to go behind the scenes with some of the nation’s most successful luxury real estate leaders in a free live webinar:
A mastermind in luxury real estate
📅 October 29th at 2:00 PM ET

This exclusive event brings together industry leaders and top-performing agents who have carved out powerful reputations in Canada’s most prestigious markets. Hosted by Don Kottick, president of REMAX Canada, and Andrew Fogliato, publisher of REM, this session promises to deliver real-world insights, candid stories and actionable strategies that will help agents better understand and succeed in the luxury space.

Beyond the price tag: What defines true luxury

When most people hear “luxury real estate,” they think of multimillion-dollar listings, oceanfront views, and custom-designed interiors. But as any seasoned luxury agent will tell you, luxury is about more than numbers. It’s about nuance.

During this session, you’ll learn how experienced REMAX agents have navigated this world and what makes their approach stand out. From branding and client experience to marketing strategies tailored for high-net-worth individuals, the conversation will offer invaluable guidance for agents looking to elevate their business.

Meet the experts: Canada’s luxury leaders

This mastermind features two powerhouse teams who have built lasting brands synonymous with luxury, trust and results.

Shannon and Tamara Stone, the dynamic duo behind REMAX Kelowna’s Stone Sisters, have become household names in British Columbia’s Okanagan Valley. Their team’s reputation for professionalism, integrity, and unmatched market knowledge has positioned them as leaders in one of Canada’s most desirable regions. They’ll share how they’ve built enduring client relationships and the key distinctions that set their luxury practice apart.

Joining from Ontario’s Golden Horseshoe, Alex Irish and Matthew Reagan of the Regan Irish Team, REMAX Escarpment Realty Inc., represent another side of Canadian luxury, one that blends local expertise with an international perspective. Their conversation will explore how to balance traditional service values with modern marketing tactics, and how REMAX agents can tap into The REMAX Collection® to build credibility in the luxury arena.

Inside the webinar: What you’ll learn

In A mastermind in luxury real estate, you’ll gain practical insight into:

• How luxury differs from residential real estate and what that means for your day-to-day business.
• The do’s and don’ts of working with high-net-worth clients, from communication style to confidentiality.
• How to position your brand to attract and retain luxury clientele.
• The tools and resources of The REMAX Collection, and how they support agents aiming to excel in the premium market.
• Personal stories from top agents, including the mistakes, lessons, and breakthroughs that shaped their careers.

This isn’t a highlight reel or a sales pitch. It’s a genuine, experience-driven discussion about what it takes to succeed when expectations are at their highest.

Why attend

Whether you’re an established agent looking to expand into luxury or a newer professional eager to learn from the best, this webinar is your opportunity to gain clarity, confidence, and connections that can shape your career path.

Luxury real estate is more than just a market segment. It’s a mindset, one defined by precision, empathy and excellence. The REMAX Collection helps agents embody that mindset, providing the marketing tools, training, and brand recognition to stand out in the most competitive markets.

Don’t miss this opportunity to learn from some of the most respected names in Canadian real estate. Register now for A mastermind in luxury real estate and discover how to elevate your business, refine your strategy, and redefine what success looks like in the world of luxury.

The content of this webinar and the views and opinions expressed by the participants and others are their own and do not necessarily reflect the position or policy of REMAX Canada or its affiliates. Experiences of REMAX sales associates and franchisees are varied, and depend on many factors, including the skill and commitment. This webinar is not intended as an offer to sell, or the solicitation of an offer to buy, a REMAX franchise only and it is intended only for real estate agents/sales associates. A franchise is offered in many jurisdictions in Canada only by delivery of a franchise disclosure document to you in compliance with applicable franchise sales laws. This webinar is for informational purposes only and is not intended to and does not supplement or otherwise modify the content of any franchise disclosure document that has been or may be provided to you. Further, if you are currently affiliated with another franchisor, this material is not intended to offer a REMAX franchise or to solicit a change in affiliation. REMAX Canada, Inc., 639 Queen St. West, Suite 600, Toronto, Ontario, M5V 2B7. Each Office Independently Owned and Operated. 25_750.

Realtor Tanis Fritz knows the importance of discretion when working in the luxury real estate market. As the listing agent for one of Canada’s priciest condo listings—a $21-million, 6,480-square-foot penthouse in Vancouver’s Fairmont Pacific Rim Residences—she understands what it takes to succeed at this level.

“Having a reputation for discretion at this level is a differentiator,” says Fritz, a Sotheby’s International Realty agent based in Vancouver, B.C.

Position yourself in the right circles and be patient

Accessing the luxury market requires strategic marketing, asserts Rochelle Cantor, a Montreal-based top performer with Engel & Völkers. The key is not aggressive self-promotion but a steady, calculated approach with long-term intent.

Cantor, who has over $1.2-billion in career sales and 1,300 sides, says establishing credibility requires immersing yourself in the environments and communities where luxury clientele live and operate and residing where you want to sell—or at least knowing the area inside and out.

Cantor lives in Westmount, an upscale community in Montreal. “I raised my kids there, volunteered at the school and took advantage of every touchpoint (and) learning opportunity I could,” she illustrates.

Fake it till you make it and leverage your agency

While establishing trust in this space requires authenticity, solid expertise and strong relationships, until they achieve it, many agents stand by the adage, “Fake it ‘till you make it.”

“(It’s) true, but how you fake it in the affluent world is different,” Cantor explains. She doesn’t think it’s necessarily about “looking the part,” as her success in selling some of Quebec’s most expensive properties comes from learning her market and speaking with intelligence.

However, Fritz notes a certain poise can be helpful. “I feel better about things when I have a clean car and a polished appearance … more powerful and in control of the process.” It’s about how she carries herself and having “grace under pressure.”

Cantor advises leveraging your agency’s reputation and tapping into experienced agents’ luxury expertise—for which collaboration is crucial. “It has to be the ‘we’ conversation. Put your own spin on it.”

Manage communication and expectations

Tanis Fritz

Fritz emphasizes the importance of giving thoughtful advice and managing expectations. This can be invaluable if a property takes longer than expected to sell or another challenge presents itself. “Being clear, concise and direct is a winning approach in this market,” she stresses.

She suggests establishing clear reporting parameters catered to what’s important to your client. “Do they want a scheduled call every time? A total debrief after each showing (or at set intervals)? Are they data-oriented?”

However, this needs to balance with what the situation calls for. If, say, a client prefers texts to calls, Fritz points out, “There are cases where text won’t cut it, and I’ll certainly speak up for that. You can have your parameters and guardrails flow within a client-centric approach.”

She emphasizes implementing clear processes and not straying far from them. Fritz is adamant about proactivity to ensure clients never wonder what’s being done to sell their homes, so market and marketing updates come at their preferred frequency.

Run your business like a publicly traded company

To win, Cantor notes it’s about consistently “planting your seeds”—either selling or creating awareness about your market knowledge. She also stresses the importance of running your business like a publicly traded company, something she learned early on from her tech industry experience.

She uses forecasts and pipelines and sets annual financial targets rather than focusing on specific property types or values. Numbers run the same way, whether it’s a $2-million or $12-million property.

Rochelle Cantor

Above all, “I don’t chase after the $10-million plus sellers.. In my market space, less than six brokers sell all houses over $4-million.”

Instead, Cantor, who didn’t actively seek luxury but took an opportunity that propelled her career there, advises understanding your business and setting realistic goals. “You might be a lot happier selling five $1.5 million homes than one $10 million home—that’s a lot of risk.”

Nail the listing presentation

For listing presentations, Cantor always has a document checklist and a full package ready to tweak based on the property. She asks many questions, understands the competition and researches comparable properties and municipal evaluations.

She won’t talk numbers until she’s seen the property and done her homework, and she doesn’t focus heavily on the agency or hard-selling, as people are in it for the long game. “The question is who (clients) feel more connected to and confident in representing their best interest as honestly as possible…They think of me because over the years I became their trusted advisor.”

That said, your agency can certainly help, especially in the beginning. Fritz didn’t attract ultra-luxury listings until she joined Sotheby’s. For success in this market, she believes an agency needs the right “track record, authority, consistency and reach.”

When you eventually land the listing, Fritz says you need best-in-class visuals, from staging to photos to videography, to support your price and strategy. “Build time to accommodate the weather. Especially in British Columbia, if you’re dealing with a view property, you need beautiful skies to showcase it.” This also means finding professionals who can remain flexible to accommodate that variability, she cautions.

Don’t limit yourself

Breaking into the upper echelon doesn’t require abandoning mid-tier sales, Fritz, who has a public relations background and was intentional in moving to luxury, recognizes.

She chooses not to limit herself to specific life and financial stages. “I have a lot to offer different clients, and they have a lot to offer me…I hope I can continue to work well in all sectors of the market.”

Cantor firmly believes that the selling mentality of the uber-wealthy is not that different from the mid-tier, with the primary difference being budget and financial concerns. Instead, high-net-worth individuals focus on legacy, exclusivity and investment potential.

Her most important takeaway over the years? “Knowing that we’re all people. Just because somebody has a lot of money doesn’t mean they’re better. You have to believe in that, and you have to believe in yourself.”