Each Wednesday, Real Estate Magazine shares insights, experiences and advice from top-performing agents across Canada. If you’d like to contribute or nominate a colleague or team, send us an email.

Editor’s note: The following interview was originally published in a REM special edition print magazine released Oct. 7 at the Re/Max Activate conference.

Steven Liambas of Re/Max Noblecorp Real Estate has built a solid luxury business in the Toronto area, based on innovative marketing tactics, personal touchpoints with clients and keeping on the cutting edge of technology and tools. In this interview, he shares the strategies that have helped big level up in the industry. 

Q: How did you first get into real estate?

A: Before real estate, I worked at a sports nutrition company where I built close relationships with NHL athletes. While I loved that experience, my passion was always marketing, architecture and luxury real estate. With my network of professional athletes, my marketing background and the credibility of having a brother who played pro hockey, I carved out a niche in athlete relocation — and quickly found success in luxury real estate.

Q: Why did you choose to be a solo luxury agent?

A: Eight years ago, I saw a gap in how agents built their own brand alongside their brokerage. I spent six months creating a personal brand before launching my career, treating myself as the product. I wanted full creative control, especially in luxury marketing. Over the years, that vision has evolved into a brand known for creativity and distinct property promotion.

Q: What roles do you juggle today?

A: My main focus is marketing and building my brand, especially by leveraging AI to stay ahead. Setting myself apart from other agents is a priority, and I’m constantly introducing new marketing tools and strategies to promote my luxury properties. 

At the same time, I handle all day-to-day real estate duties — showings, listing presentations, negotiations — so my clients always get a personal, hands-on experience.

Q: Give us a snapshot of your business today.

• Brokerage: REMAX Noblecorp Real Estate
• Markets: Toronto, Vaughan, Kleinburg, Woodbridge, King City, Nobleton, Etobicoke
• 2024 Production: 32 transactions | $24.5 million in sales volume
• Business mix: Balanced between buyers and listings
• Support: Solo agent, with brokerage admin support, plus a marketing consultant and media company

Q: What early investments shaped your business?

A: First, I built my personal brand with a designer. Second, I committed to high-quality media and video production for every listing. Third, I embraced technology, especially AI and digital tools, to stay ahead of trends and deliver standout marketing.

Q: What advice would you give a solo agent making their first hire?

A: Focus on creating a strong personal identity first. If branding and marketing aren’t your strengths, outsource them. Freeing up your time to focus on clients is the smartest investment you can make.

Q: What are your top lead sources?

A: Referrals are my number one source of business, and they often come from past clients who introduce me to their family and friends. That foundation has become the biggest driver of my growth. My second source is social media, particularly Instagram, where I showcase both my brand and my listings. Third is networking. I am always building new relationships, no matter where I am, and that consistent effort continues to expand my reach.

About 75 per cent of my marketing budget goes to media production, from high-end video to lifestyle shoots. I’ve even used a replica Batmobile to promote a Batman-inspired home. The rest goes to social ads and bus ads in key markets.

Q: If you had to cut one channel tomorrow, which would hurt the most — and why?

A: If I didn’t have my referral base, it would affect my business tremendously. My entire model is built on providing the best possible client service, which not only achieves their buying or selling goals but also builds long-term trust. That naturally snowballs into referrals, and it is the foundation that sustains everything else I do.

Q: How do you handle new leads?

A: I respond within minutes. Leads go straight into my CRM, followed by a call, Zoom, or meeting. I pre-qualify, set expectations, and create trust immediately. On average, it takes one touch to get an appointment and three to four touches to secure a contract.

Q: Do you use any ISA/assistant support, or do you handle all leads yourself?

A: I personally handle all leads because I believe people are reaching out specifically to work with me. They want my expertise and guidance, not to be passed along to someone else. Keeping it personal builds stronger relationships and ensures my clients always feel taken care of.

Q: What’s in your tech stack?

• CRM: Website backend + Realm + Excel + Mailchimp
• Website/IDX: Custom site with market data, newsletters, buyer/seller guides
• AI: Used daily for brainstorming, marketing, and media
• Other tools: Photoshop for visual assets

Q: How much do you reinvest into the business?

 A: About five to 10 per cent of revenue goes into marketing, which includes advertising, staging, and property promotion, and 10 to 15 per cent into my media company partnership. They help bring my vision to life, from showcasing properties to implementing AI-driven tools that elevate the overall marketing experience.

I don’t track cost per lead the traditional way. ROI for me is measured in service quality and referrals. My healthy ROAS is four to five times.

Q: Who are the best-fit clients for your approach?

A: Luxury-focused buyers and sellers who value creativity, expertise, and a calm, informed process. My motto is simple: “When you know, you know.”

Q: If a solo agent has $5,000/month to invest, where should it go for the next six to 12 months?

A: The first priority should be building a strong personal brand. Invest in creating an identity that sets you apart from other agents. If you do not have the skill set to bring it to life yourself, work with a professional agency or media company that can. Strong branding combined with polished media for your listings is the fastest way to stand out, attract new clients, and build credibility.

Q: What’s the minimum viable follow-up cadence you’d recommend?

A: Consistency is more important than intensity. At a minimum, stay in touch with leads and past clients monthly, whether through a newsletter, market update or personal check-in. The key is to make sure you are always first top of mind when real estate comes up in conversation.

Lightning round

• Market insight: Luxury is stronger than people think — well-presented homes still move in shifting markets.
• Tech you’d fight to keep: AI
• Marketing hill you’ll die on: Presentation is everything.
• Agents fail because… they lack consistency and don’t build a brand.
• Solo agents win because… they create identity, build relationships, and deliver a personalized experience.

The post Agent spotlight: Q&A with luxury leader Steven Liambas appeared first on REM.

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REM Bot

Content by REM Bot has been created with the assistance of AI. Audio and video interviews, conducted by our team with real people, are transcribed and repurposed into text for those who prefer reading. REM Bot articles are reviewed by staff before publication to ensure factual accuracy and maintain editorial standards.

The post What separates agents who close from those who complain appeared first on REM.

Each Wednesday, Real Estate Magazine shares insights, experiences and advice from top-performing agents across Canada. If you’d like to contribute, or nominate a colleague or team, send us an email.

Editor’s note: The following interview was originally published in a REM special edition print magazine released Oct. 7 at the Re/Max Activate conference.

Known for their powerhouse presence in Kelowna, B.C. and beyond, sisters Tamara and Shannon Stone have built one of Canada’s top-producing teams. With over $210M in 2024 sales volume and nearly $240M year-to-date in 2025, the Stone Sisters are redefining what team leadership looks like in Canadian real estate.

REM: How did you first get into real estate?

Tamara: Our parents were in the business, so we grew up learning how to negotiate. I was drawn to the freedom and the fact that there’s no cap on earnings.

Shannon: Tamara asked me for years to join her, but I pursued a business degree and worked in marketing first. Ironically, when she stopped asking, I finally decided to join. We planned to train together for six months — and never stopped.

Q: When did you decide to build a team — and why?

Tamara: I sold real estate for 10 years before Shannon joined me. With her marketing acumen, we quickly scaled, but soon we were dropping balls. We hired an admin after her first year and then our first licensed agent in 2010.

Shannon: From the beginning, I wanted us to run real estate like a business, not just as agents. Building a team was always the vision.

Q: What roles do each of you play today?

Tamara: I coach our agents and focus on skill development. I also still attend CMA presentations with our agents.

Shannon: I lead marketing and operations while also co-leading recruiting and vision. We both coach and train through weekly meetings and one-on-ones.

Q: Give us a snapshot of your business today.

• Agents: 12 (including Tamara and Shannon)
• Staff: Five (three in-office: office manager, listing coordinator, marketing assistant; two virtual staff for showings, feedback, and reports)
• Markets served in B.C.: Kelowna, Peachland, Big White, Lake Country, West Kelowna
• 2024 production: 222 sales | $210,828,222 GSV
• 2025 YTD: 187 firm sales | $240,199,600 GSV
• Staff-to-agent ratio: One staff member for every three agents

Q: What were your first key hires that changed the business?

Tamara: Hiring a rockstar office manager, then a marketing director — Shannon had the ideas, but we needed someone to implement. Adding listing coordinators was also a game-changer.

Shannon: Our first admin and two agents were critical. Later, hiring virtual staff for phones and showings, and a listing coordinator, streamlined operations dramatically.

Q: What advice would you give a team leader making their first hire?

Tamara: Make sure you have enough business to support — agents join teams for leads.

Shannon: Hire slow, fire fast if needed. Identify the tasks you shouldn’t be doing and delegate. Create systems so new hires can take 80 per cent of the work while you focus on the 20 per cent that requires your touch.

Q: What are your top lead sources?

Tamara: Agent referrals, past client referrals, and leads from listings.

Shannon: Repeat and referral, brand awareness (mail-outs, bus benches), and social media. Our marketing budget is about 40 per cent past client, 25 per cent referral, 25 per cent marketing, and 10 per cent miscellaneous.

Q: How are leads routed and followed up?

Shannon: Leads go into our CRM and are assigned by our director of leads (round-robin for generics, best-fit for others). If it’s a referral or listing, Tamara or I handle the first call. Leads then move into drip campaigns based on category. After the transaction closes, we personally follow up and thank clients.

Q: What’s in your tech stack?

• Website: StoneSisters.com
• Automation: No dialer/text automation
• AI: Website bot for instant replies
• Finance: Excel + Hubdoc
• Other tools: ChatGPT

Q: How do you invest back into the business?

• Marketing: 6.2 per cent of revenue
• Staff/operations: 8.1 per cent of revenue
• Profit goal: Maintain 40 per cent profit, 30 per cent COGS, 30 per cent expenses

Q: What kind of agents thrive on your team?

Shannon: Hungry, smart, and a team player. New agents usually get their first deal in two to three months. Follow-up and exceptional customer service are rewarded. No follow-up? No leads.

Q: Advice for smaller teams?

Shannon: Your next hire depends on your bottleneck. If you don’t have lots of leads, an ISA doesn’t make sense — start with a transaction coordinator. Invest in social media ads and client engagement.

Lightning Round

• Favourite Canadian market truth: Referrals and repeat clients always outperform ads in ROI.
• One tech you’d fight to keep: Our CRM
• One marketing hill you’ll die on: Be in front of people.
• Agents fail because… they hide behind screens instead of connecting.
• Teams win because… of efficiency, processes, and marketing reach.

The post Agent spotlight: Q&A with Kelowna’s Stone Sisters appeared first on REM.

That piece drew plenty of opinions—some folks thought I was off my rocker, others nodded along and even added fuel to the fire about what the next five to 10 years might look like for organized real estate.

This isn’t part two of that article. I’m not here to make more predictions today. Instead, I want to show you how you can start using AI right now so you don’t get left behind.

Because let’s be real: it’s not about robots taking over. It’s about buyers and sellers expecting you, their agent, to already be fluent in AI.

So, where do we start?

Prompt engineering

AI is only as good as the instructions you give it. If your prompt is short, vague, or lacking context, you’ll get an answer that reflects exactly that: short, vague, and not very useful.

Let me give you an example.

A few weeks ago, I jumped into my first NFL Fantasy Football draft. Now, I’ve been watching football for over 40 years, but outside of my team, the Green Bay Packers, I didn’t know much about other players from other teams.

Five years ago, I’d have been buried in magazines and Google searches. But this year, I had Carl, my AI assistant.

I gave Carl a detailed prompt: Who he was, the context of the draft, where to pull player data from, what my goals were, and how I wanted the info delivered. 

The result? A detailed breakdown of first and second choices, draft timing, and a winning game plan.

Meanwhile, a buddy of mine tried ChatGPT with no strategy. He got frustrated, he wound up with the wrong info, bad picks, and suggestions he’d never consider. 

Why? 

Because he didn’t give the AI a proper prompt.

Here’s the 5-step framework I use every time:

1. Assign the role – Tell the AI who it is.
2. Context – Explain why you’re doing this.
3. Direct command – Spell out what you want.
4. Format the output – Define how you want the info back.
5. Clarity – Let the AI ask follow-ups if needed.

Stick to this framework and your AI results will change overnight.

Marketing on steroids

Years ago, Gary Vaynerchuk released an eBook on how to create 64 pieces of content from one idea or piece of pillar content.

At the time, Vaynerchuk was building a media company and had many videographers, video editors, and social media specialists on the payroll. 

So, of course, it was easy to take one piece of content and turn it into 64 pieces when you have a team working for you.

With the speed of AI today, you could be deploying the same content model that Vaynerchuk still does to this day.

You can use your AI assistant to help you build the pillar content. You want to shoot a video, but not sure what to say?

Use the prompt framework to get your AI assistant to write the video script for you. 

Shoot the video. Then ask your assistant to help you break it down into 30 different pieces or ideas you can post to multiple platforms, such as Instagram, Facebook, YouTube, Reddit, etc.

You don’t need a media army anymore. With AI moving as fast as it is today, you can pull off the same strategy solo.

Here’s the play:

1. Create a piece of pillar content—a blog post, podcast, or long-form video.
2. Use AI to break it down into 20–30 smaller pieces across multiple platforms.

For example:

• Use Opus Clips to spin out five to 10 short videos for IG, TikTok, and YouTube.
• Create memes that drive traffic back to your Reel.
• Write a blog post embedding your video.
• Have AI write captions for each platform.
• Draft LinkedIn, Facebook, and X posts from the same source.

Boom—right there, you could have upwards of 20 pieces of content that you could produce off of one video. 

Systems, systems and more systems

In my coaching business, when I ask an agent what they want to get out of the experience, one of the most common answers is: learning systems. 

Let’s be clear, though, a system can be an automation, but it isn’t an absolute. What I mean by that is a checklist can be a system. You are not automating the checklist; you or someone else is still required to do the work.

Automating tasks and using AI to help build the content for those automations are where a lot of my clients are crushing it.

For example, do you have a seller drip campaign set up to stay in contact with your clients over the course of 60, 90, or even 120 days?

Well, you could have one if you had the right software. Look to the CRM you are using and see if it has that capability; that’s step one.

Step two is working with your AI assistant to understand the seller’s journey and then setting out to build the email content around that journey. Once you have the content created, you put it into the software and space it out accordingly.

Another system that AI can help you with is marketing. Your AI assistant can build out a content calendar for you based on the ideas that you have for marketing and branding yourself online.

Keep in mind, though, that you will still have to do some of the work; if you are leveraging a program like HeyGen it will be easier for you than others who aren’t.

Put a content calendar together that includes your video scripts. Take the scripts and upload them to HeyGen, and create your own realistic-looking avatar-style videos.

If you use that program right, you could wind up producing more video content than all of your competition combined, similar to what @jaxwithjosh has done on Instagram for his city of Jacksonville. He has essentially branded himself as the digital mayor of that city.

How can I get started right now

So here’s the takeaway:

• Use the five-step prompt framework every time you talk to AI.
• Leverage AI to multiply your marketing output without multiplying your workload.
• Build systems—big or small—that keep your business organized and scalable.

AI isn’t replacing you (yet). 

But the agents who adopt it will replace the ones who don’t.

Kelley Skar

I am a second generation REALTOR®, SUCCESS Certified real estate coach, a real estate trainer with a proven track record as well as an international speaker (which means I’ve spoken all over Canada and the US).
I knew early on in life that I was going to be an educator; I started with University thinking I was going to be a high school teacher. Life took me in another direction. However, my passion for learning and educating has never left. I am a student of history, business and of life. My passion lies in high-level discussions around business strategies and helping agents & brokers build a bigger, better, and highly profitable real estate business.
I have been married to my beautiful wife for over 16 years, and we have smart, athletic and articulate 14-year-old twins. We enjoy hiking through the Okanagan together, spending time at the beach and on the lake as well as traveling the continent and hopefully at some point, the globe. I love to play golf, work out in the gym, hang out with my friends, and am a huge Green Bay Packers football fan.

The post How agents can start making AI work for their business – today appeared first on REM.

I didn’t have a master plan. I had just been fired from a job, and bills were due. I was in talks with another company that was more “industry-adjacent” than in the industry. 

I had bills to pay in the meantime, and so I figured I’d help agents with their marketing. I thought it might just be temporary until the new job happened. Then, in a couple of weeks, I had already started making more than I did at the job I had been at. I never looked back.

The company, Just Sell Homes, took on a life of its own. It grew fast and had a lot of stumbles along the way. Over the years, it became a test lab for real estate marketing. Serving agents, teams, and vendors across the country. It taught me the patterns. The pain points. The stuff no one talks about on stages.

Then it led me to a new chapter: taking the reins at Real Estate Magazine. I still think about marketing every day, we still serve clients at Just Sell Homes, but now I get to zoom out and look at how we move the whole industry forward, too.

I sat down to write “10 Lessons from 10 Years,” but I couldn’t stop at 10. These are the ideas that Just Sell Homes has been built on and now shape what we’re doing at REM.

Marketing Truths

Attention ≠ Authority

Getting a lot of views doesn’t mean you’re building a business. I’ve had videos with six-figure views and bring in zero business. I’ve also had videos with 500 views bring in six figures in revenue. Building trust with the right people is the goal, not the biggest number of people. 

Clear beats clever

People get too cute with their ads and copy. Most of the time, clarity wins. Show people who you help, what you do, and how they can work with you. No riddles. 

Simplify the idea

If your ad/email/post makes people think too hard, it won’t convert. Simple scales. 

Help people (without expecting a return)

Some of the biggest opportunities have come from helping someone when it didn’t make sense on paper. The five minutes that helped someone five years ago might turn into a big chunk of business today.

A lot of people quit too soon

Run one Facebook ad and didn’t get a client? Facebook ads don’t work. One run of postcards to a farm area? Farming doesn’t work. I’ve seen this trend over and over. People quit too soon. Just Sell Homes had a good first two years, and year three was great. That’s when people saw I was sticking around. The time in the business mattered to people. Consistency and showing up over time are powerful business tools.

Mindset Shifts

There’s no silver bullet

There’s no single tactic that fixes everything. You already know most of what you need to do; you just need to do it consistently and improve each time.

Let things go

People will treat you poorly when it’s really about something in their own life. They’ll assign intent that doesn’t exist. They’ll assume the worst, then build a narrative to match. It’s not worth the effort to worry about. Just let it go and focus on you and the people that matter.

Ideas won’t work out. Things you try, you’ll fail at. People get worried about how they’re perceived because of that. I’ve tried and killed lots of things, multiple things every year since I started Just Sell Homes. 

How many of them do you remember? People forget faster than most people realize.

That being said, that fear still exists. I was excited to buy REM. I was also scared. I knew the legacy it had, the attention it would get, and what it would mean if I failed. Do things that scare you. It’s worth it.

And don’t think that just because someone looks successful online, it means everything’s amazing behind the scenes. Years ago, someone told me, “Man, you must be rolling in it.” And I remember thinking, “I don’t even know how I’m going to pay my bills this month”. 

We all carry things no one sees. Stay focused on the work and don’t confuse what you see in your feed for the full story. Social media success is the ultimate house of cards.

Have fun (or walk away)

Early on, it’s hard to say no to money. But I’ve made a rule: If someone calls or a name pops up in my notifications, and I roll my eyes just seeing their name? They shouldn’t be a client or partner anymore. You should enjoy what you do and who you work with. There’s more than enough business to be done with people you enjoy.

Nothing is mandatory

You don’t have to do video. You don’t have to be on social. They can absolutely help. You can also do 100+ deals a year with neither. All you need is a clear strategy, consistent execution, and a commitment to getting better over time. That’s it.

Not all experience is created equal

Ten years in business doesn’t mean 10 years of business experience. It could mean one year of experience repeated ten times. Learn from what you’re doing, don’t just live through it.

Execution Lessons

Remove the roadblocks

Most things don’t fail because they can’t work. They fail because there’s a roadblock in the way. Identify the roadblock, decide if it’s worth clearing. If it is, clear it. If it isn’t, find another route. 

Skin in the game

If someone wants to work with you, learn from you, or collaborate but won’t put up any money, effort, or risk…they’re not serious. This applies to clients, partners, and projects. 

“That’s how it’s always been done” = Red flag

That phrase almost always hides an inefficiency. The industry is full of people clinging to habits just because they think they have to. Question the default settings. 

Don’t just learn from real estate

Only listening to people who’ve “been in the trenches” keeps you stuck in the same patterns. As someone who’s used “I’ve been a Realtor” as a differentiator, I’ll say this: it’s overrated. Some of my best ideas, the ones that helped clients the most, came from outside the industry. Great ideas are everywhere. Your job is to find them and apply them. 

These lessons shaped how I think about growth, leadership, and longevity. They built Just Sell Homes and now they’re shaping Real Estate Magazine.

A decade in, the tools have changed. But the mission hasn’t: Help serious professionals do meaningful work.

If I had to sum up 10 years into one line?

Be helpful. Be consistent. Be clear.

Thank you to every client, contributor, critic, and collaborator who’s crossed paths with me these past ten years.

I’m more excited than ever about what we’re building next at REM, and across this industry.

Here’s to the next 10.

– Andrew Fogliato

Publisher, Real Estate Magazine

1. One extra lesson because, why not? Ask for what you want. Reach out to people you think are “too big” to say yes. Ask for partnerships, introductions, feedback, and chances.  I’ve been told “no” more than I’ve been told “yes”. Most won’t go anywhere. The ones that do might change your life.

Andrew Fogliato

Andrew Fogliato – The G is silent –  is the owner of Real Estate Magazine and Just Sell Homes. He mostly talks about marketing but sometimes ventures into other topics in the real estate world. Sometimes he also writes bios in the 3rd person.

The post Ten years, no shortcuts: Lessons in earning trust in a transactional industry appeared first on REM.

While other sectors threaten to flat-line under the burden of President Donald Trump’s trade wars and the overall market slowdown, home sales in the uppermost tier – generally categorized as those above $10+ million – are experiencing a surprising uptick in some larger cities. 

Data is limited, as in this elite category there’s only a smattering of transactions even at the best of times. And it’s not unusual for some of these to be off-market, with moneyed sellers prioritizing privacy. But statistics currently show that there’s more activity this year than in the previous two in this high-flying market slice. 

Effi Barak, president of Sotheby’s International Realty Canada, confirms that “even amid the uncertainty,” select segments of the top-tier bracket remain resilient, outperforming the broader marketplace and standing out as “outliers of greater stability” in an otherwise darkening landscape. 

Real estate as a safe haven

Why is the ultra-luxury market currently popping up as one of the country’s rare real estate strongholds?  Bottom line, experts believe that Canada’s richest buyers – that privileged one per cent – increasingly view the housing market as the safest haven for their wealth. They appear to be using real estate as a flight to safety, strategically shifting capital to luxury housing, with perceived stability over stocks and other investments in uncertain economic times. 

The topmost sector has strong long-term value potential, underscoring the strength of this elite consumer group in the face of turmoil, observes Barak. “Ultra-high-net-worth homebuyers are demonstrating strategic adaptability and financial resilience.” 

Tangible assets in times of uncertainty

Toronto’s ultra-luxury single-family-home market is among the country’s isolated pockets of resilience, poised to heat up, Barak predicts. Sotheby’s 2025 first quarter report on the top-tier luxury market noted that Calgary and Montreal’s ultra luxury markets are also showing continued resilience.

Other premium brokerages report similar findings. Engel & Völkers CFO Andrew Dinsmore believes that sustained demand from well-capitalized buyers, particularly for bespoke homes in enclaves of wealth like Forest Hill and Rosedale in Toronto where inventory is limited, indicates a growing preference for tangible assets like real estate, which are viewed as more secure – a way to “diversify, park capital, preserve wealth, and ride out stock market turbulence.”

Rest assured that a local multimillionaire like Drake isn’t missing sleep worrying about losing any equity in his $100-million mansion in the city’s posh Bridle Path neighbourhood.  

The unique profile of the ultra-rich buyer

Dinsmore explains that the purchase decisions and needs of the extremely wealthy are leagues away from the norm. Driven by an investment-focused mindset, “they’re not just looking for a roof over their heads.” They’re thinking long-term and likely have multiple properties and an international portfolio – perhaps homes in Toronto and Vancouver, a cottage in Muskoka, a villa in Italy.

“Ultra-rich buyers are more global. They have that flexibility,” continues Dinsmore. “And they’re not hit as hard by interest rates. They’re not going to the local bank to get a mortgage.” 

Having greater resources and more avenues to finance purchases, including paying in cash or pulling equity from other properties or investments, they can remain largely insulated from economic headwinds.

While not a liquid asset, property offers less volatility along with greater long-term security and value, which the financial markets currently lack, Dinsmore points out.   

Jason DeLuca, broker/advisor with Engel & Völkers’ Toronto Central office, is more direct.

“With stocks you can wake up next morning and a quarter of your wealth is gone. That doesn’t happen with real estate…It offers a level of confidence. It’s tangible, will be there for generations, and can be passed to your children.”

The fact that a primary residence is tax-free is also a huge benefit, of course.

From lifestyle to strategy

The condo market hasn’t traditionally been a focus for the uppermost tier in Canada. But DeLuca thinks that’s changing, with ultra-luxury condo developments aimed at the top of the market being developed in trendy Toronto neighbourhoods like Yorkville, despite the city’s killer condo slump.

Whatever the type, there’s a limited supply of premium properties in the prime-luxury sector, “no subdivisions of $10+ million homes being built,” DeLuca asserts. The rich understand that dynamic, and are buying these homes faster than usual, in his estimation. 

He’s witnessed multi-million-dollar deals where the client had an entire investment/risk management team involved. 

“There were bankers, lawyers, planners, and more,” says DeLuca. ”It was part of the client’s wealth strategy. We couldn’t formalize until everything was checked by the team.”

Luxury real estate has evolved from being a prestigious discretionary lifestyle purchase to a key element of wealth preservation, he’s found. He believes that this select market branch is set to really take flight. It’s a sector that’s traditionally shown remarkable stability, so perhaps it shouldn’t come as a surprise that it’s increasingly active.

“You’d think that with the market rippling, the ultra-rich would be sitting on the sidelines like most others,” reflects DeLuca. “But they aren’t. They’re different. This is bigger than market jitters. We’re standing at the threshold.”

Susan Doran

Susan Doran is a Toronto-based freelance writer who has been contributing to REM since its very first issue.

The post Why smart money is flowing into Canada’s luxury market appeared first on REM.

But what exactly makes a property “comparable,” and are we missing something by focusing solely on the technical side of the equation?

The traditional definition of a comparable property

If you’ve ever taken an appraisal course or leafed through a real estate textbook, you’ll find a familiar checklist for what constitutes a comparable property:

Architectural Style: Properties should share the same or very similar design and structure.

Age: Homes built around the same time are more likely to have similar systems, layouts, and potential issues.

Location: Proximity matters—not just the same city, but ideally the same neighborhood or even the same block.

Market Conditions: Sales must have occurred in a similar economic climate to ensure that price comparisons are valid.

Size and Features: Square footage, number of bedrooms and bathrooms, lot size, and amenities like garages or pools all factor in.

These criteria are essential for creating a level playing field when comparing properties. They ensure that the “product” being evaluated is as close as possible to the subject property and that the “community” context is consistent. This technical rigor is the foundation of accurate valuation.

The missing ingredient: Human behaviour

However, there’s a crucial element that traditional valuation models often overlook: the human factor. Real estate is not just about bricks, mortar, and numbers—it’s about people, their motivations, and their emotions.

One of the most important, yet underappreciated, questions when selecting comps is: Is the price range within the buying power of the target market? In other words, when listing a property, what is the actual buying ability of a typical buyer for this home? When working with buyers, are the comps within their realistic financial reach?

In my own career, I’ve always wished for unlimited resources to spend time interviewing buyers directly about their decisions.

During the early days of the Urea Formaldehyde Foam Insulation (UFFI) controversy, when buyers began purchasing homes with UFFI, I conducted direct interviews with about 100 buyers. I wanted to understand only what they bought, but why they bought.

The answers were rarely just about price, size, or location. They were about family, aspirations, fears, and sometimes, simple gut feeling.

Why emotions matter in valuation

Traditional appraisal methods rarely measure the emotional level of buyers or sellers, yet these emotions can have a profound impact on value. A home that “feels right” to a buyer may command a premium, even if it’s not the best deal on paper. 

Conversely, a property with a stigma (like one with a history of UFFI, for instance) may sell for less, despite meeting all the technical criteria for a comparable property.

Buyers are influenced by school districts, proximity to family, neighborhood reputation, and even the colour of the front door. Sellers, too, may hold out for a higher price because of sentimental attachment, or accept a lower offer for a quick sale due to life changes. These human factors are difficult to quantify, but they’re real—and they move markets.

Bridging the gap: A holistic approach to comparables

So, what’s the takeaway for Realtors and appraisers? While it’s essential to follow the technical guidelines for selecting comps, don’t lose sight of the people behind the transactions. When preparing a CMA or advising a client, consider:

• Who are the likely buyers?
• What is their financial capacity, and what motivates them?
• What emotional factors are at play?
• Are there features or stories that might add or subtract value in the eyes of buyers?
• How do recent sales reflect buyer psychology?
• Did a bidding war break out over a home with a unique feature? Did a property linger because it “felt wrong”?

By combining rigorous technical analysis with an understanding of human behavior, Realtors can provide more accurate, nuanced, and ultimately more valuable guidance to their clients.

A science, and an art

Comparable properties are the cornerstone of real estate valuation, but they’re only part of the story. The most successful real estate professionals recognize that behind every sale is a human drama, full of hopes, fears, and dreams. By acknowledging both the science and the art of valuation, we serve our clients—and our industry—better.

Barry Lebow

Barry Lebow, FRI, ASA, ABR, SREA, SRES, IFAS is an active Realtor and highly regarded real estate authority in Canada, who starts his 58th year in the profession in summer 2025.

Throughout his career, Barry has received numerous accolades from various real estate associations for his exceptional work in the industry. Although no longer an active appraiser, he maintains three recognized appraisal designations. Barry’s expertise extends to providing expert testimony in approximately 600 trials across North America, with his focus now on cases involving agents who are being sued.

Currently, he serves as broker of record at RE/MAX Realtron Robert Kroll Realty, Brokerage. For more information or to get in touch with Barry, visit barrylebow.com.

The post The secret to precise valuations? It’s not what you think appeared first on REM.

I could probably retire if I had a dime for every time I heard that pitch for a real estate product.

It’s everywhere. 

Realtors are one of the most targeted groups in business. Easy to find, easy to contact, and their income is public enough to attract everyone with a sales script and a tool to sell.

But the default pitch never changes:

“Just one extra deal pays for it.”

It sounds simple. But here’s the truth:

You’re selling risk, not ROI

That one-deal logic ignores a fundamental truth–opportunity cost.

Yes, your product might get them one extra deal. But what’s the trade-off?

Time to set it up. Time to learn it. Time to manage it. That’s time taken away from real conversations, follow-ups, or better tools that might’ve delivered two or three deals.

So what if your “one extra deal” actually costs them two? That’s not ROI. That’s a loss and a distraction. Realtors don’t need more things to babysit. They need tools that create leverage, not more work.

If it hurts the client experience, it hurts the agent

This is where many vendors miss the mark.

Every message, automation, and system you introduce touches the client, even indirectly. And when something breaks, delays, or confuses? The blame doesn’t fall on the software.

It falls on the agent.

Realtors build their businesses on trust. A clunky experience, a bad email, or a confusing login reflects directly on them. So when your tool underdelivers, they don’t just lose patience. They lose referrals.

If your product doesn’t enhance the client experience, it’s not helping the agent. It’s quietly undermining their relationships and that’s something they won’t risk.

If you want to sell to Realtors, help them win first

You want attention? You want trust? Then earn it the right way–with results.

There’s a better loop:

1. Help your current Realtor clients win. Not with fluff. With tangible outcomes.
2. Document those wins. Use proof, not platitudes. Show the before, the after, and the journey in between.
3. Share those stories. Not in your voice. In theirs. Let agents do the talking.

Then repeat. Again and again. That’s how you build trust. That’s how you get the next agent’s attention. And that’s how you earn a reputation instead of renting it.

The vendors who get it do this naturally

The ones Realtors love (and yes, there are a few) share common traits:

• They know what it’s like to sell homes, even if they haven’t done it themselves.
• They simplify the agent’s day, not complicate it.
• They improve client service behind the scenes.
• They create momentum, not friction. 

Their products don’t become another thing to manage. They become something agents can’t imagine working without.

This isn’t about mocking bad outreach. I’ve even been guilty of doing this myself. I’m now a decade into the switch from being a Realtor to being a vendor myself.

If you want to sell to Realtors, show them you understand what their day looks like and what it costs them to risk their reputation.

Don’t be one more voice in the noise. Be the one who finally gets it right.

Andrew Fogliato

Andrew Fogliato – The G is silent –  is the owner of Real Estate Magazine and Just Sell Homes. He mostly talks about marketing but sometimes ventures into other topics in the real estate world. Sometimes he also writes bios in the 3rd person.

The post ‘Just one deal pays for it’: Why this pitch doesn’t work anymore (if it ever did) appeared first on REM.

She listed a three-bedroom condominium directly across from Insite, a safe injection site in Vancouver’s Downtown Eastside, by choosing a strategy of complete transparency.

A view of the mountains—and the safe injection site

Instead of cropping out the street encampments or glossing over gritty realities outside the building, Schlechtleitner did the opposite. Her listing video opened with graffiti, people on the street and blunt narration.

“If you’re looking for a really good deal but in a really gritty area,” she says in the opening shot, “we have a listing on Main and Hastings right across the street from the safe injection site.”

The condominium sold in just nine days. In a market where units in the same building have sat unsold for months, that’s no small feat.

“It was a wild one. Even my social media guys didn’t want to do the video,” thinking they’d get in trouble, Schlechtleitner recalls. But she knew what the situation called for.

The public’s reaction

Schlechtleitner, a managing broker at Stonehaus Realty Rethink Real Estate Group and 21-year industry veteran, feels unfiltered honesty not only works but is demanded in the current market, because consumers are very smart and have all the information they need readily available.

Her instinct proved correct. The listing video quickly gained traction online and drew media attention, but not without controversy. “I wasn’t surprised by the feedback, to be quite honest,” Schlechtleitner says. “Because there’s a lack of understanding in education, in my personal opinion.”

She notes the conversation wasn’t as much with her, about the listing, as much as it was with the public, about social issues.

Although some commenters didn’t see eye-to-eye with her, she says how nice it was to see many standing up for their beliefs and bringing some humanity to the topic. “Although maybe some didn’t see it as that. People just lock their doors and drive by (the area).”

Finding the right buyer

One of the most compelling aspects of the sale was the alignment between the property and its eventual buyer.

“Our buyer (a young couple) wanted to come from contribution on East Hastings, and the buyer’s agent has a history of family members down there. So, all parties involved were very compassionate,” including Schlechtleitner herself, who notes she’s in recovery and does charity work in the area.

A shift in industry and consumer expectations

Transparency in real estate isn’t without its challenges. But Schlechtleitner believes it’s the only sustainable approach in today’s information-rich environment.

“Honesty is the best policy,” she says. “If you harm the public by sugarcoating, misleading or lying, you will end up at the governing body in about two seconds. You will hurt your brand.”

Schlechtleitner recalls a “tainted time” for British Columbia’s industry in 2018, when she was embarrassed to say she was an actual Realtor.

“We were worse than car salesmen, because there was so much lack of transparency. The Real Estate Council of BC closed down, and BC Financial Services Authority started. In the last seven years, the industry’s levelled up,” she observes, thanks to tougher entrance requirements, more robust continuing education and mandatory courses like ethics.

Now, she’s proud to call herself a Realtor again.

Aside from industry expectations, Schlechtleitner also sees a generational shift in consumer expectations, noting that even Millennials are used to being “bamboozled” and that today’s first-time buyers want the full truth.

Still, she recognizes that honesty must be balanced with seller pride and notes there’s always a way to find an angle and your market.

How to handle tough listings

For example, “If my seller’s home isn’t very well-maintained, I would talk to them about presenting it as more of a bring-your-own-ideas or a fixer-upper (property).”

For agents working with stigmatized or difficult listings, Schlechtleitner’s advice is clear: Be creative and be fearless.

She stresses the need to stand out by offering incentives or bonuses, particularly in the buyer’s market that many regions, like Greater Vancouver, are experiencing. In May, the region had over 17,000 properties in inventory, the highest in over a decade, along with a sales slowdown of over 23 per cent from the year before.

But above all, Schlechtleitner says to protect your brand and your ethics.

“Talk to your managing broker because you might get in trouble. Don’t appear racist. Follow social cues of society,” she advises. “Your name can get jaded in this industry very quickly—it’s very small. We know who’s who and who does what. And we know who’s good and who’s not.”

Call out who it isn’t for

Toronto Realtor Julie Rutherford, of Keller Williams Referred Urban Realty, wholeheartedly agrees with Schlechtleitner’s philosophy.

“In a market where over-polished marketing is the norm, I’ve found that truth delivered thoughtfully can be one of the most effective tools we have,” she says.

For a property previously listed with multiple agents, Rutherford explains she relaunched the listing with more transparency to build trust without diminishing the property’s value. Instead of glossing over the home’s rural setting, which could be a disadvantage for many, she re-framed the location as “just 50 minutes from Toronto” to emphasize a quiet setting with accessibility.

“I avoided trying to make it a one-size-fits-all home, focusing the message instead on retirees and downsizers looking for peace without isolation. By being upfront about who the home wasn’t for, I clarified exactly who it was for.”

And so far, it’s paying off. Rutherford has seen a steady stream of showings, strong, positive feedback and inquiries from serious, qualified buyers, not just casual browsers.

Emma Caplan-Fisher

Emma Caplan-Fisher is an editor and writer for REM. She has over a decade of experience in various content types and topics, including real estate, housing, business, tech, and home & design. Emma’s work has also been featured in Cottage Life, the Vancouver Real Estate Podcast, the Chicago Tribune, Narcity Media, Healthline, and others. She holds a Certificate in Editing from Simon Fraser University.

The post Meet the Realtor whose brutal honesty sells hard-to-move listings appeared first on REM.

In times like these, it’s easy to start looking for something new. A new tool. A new lead source. A new way to market. The temptation is real, especially when the traditional routes feel like they’re slowing down. 

But in reality, what’s working best right now is not new at all. It’s the same foundation this business has always been built on: trust, relationships and real conversations.

This is not the time to reinvent the wheel. It is time to get back to basics.

The data speaks for itself

For years, industry data has shown that 70 to 90 per cent of an agent’s business comes from repeat and referral. That is not just a trend – it is a truth. 

Recent numbers show that the figure is rising even higher in today’s market, with some agents reporting that at least 90 to 95 per cent of their deals right now are relationship-driven.

This shift matters.

When the market slows, most agents panic. Instead of focusing on the relationships they already have, they start searching for leads in unfamiliar places. They buy online leads. They sign up for expensive automation systems. They chase the latest social media or even AI trend or throw money into digital ads that promise instant results.

The problem? Those strangers on the other end of the click are not ready. They are not loyal. And most importantly, they do not know you.

A click does not equal a client.

In a slower market, agents need to be even more intentional with where they invest their time and energy. The highest return still comes from your existing relationships – the people who know you, like you, and trust you; they are the ones who are most likely to send business your way… but you already know this.

Real marketing = real connection

There was a time when online leads flowed more freely. A decent website and a catchy social media post could spark engagement. But in 2025, that strategy is falling flat for most people. 

The volume of noise online has made it harder for agents to stand out, especially those who have leaned too heavily on automation.

What clients want now is not more marketing. They want a real connection. Someone they can trust. A professional who knows the market and will give them honest advice, not just sell them a dream.

This is why old-school tactics are making a comeback. Open houses. Door knocking. Client check-ins. Community involvement. Personal outreach. These are not outdated – they are necessary. 

They are working because they create a connection. They build familiarity. And they remind people that you are still in business and still the expert they can count on.

In many ways, it’s about humanizing your brand again. Marketing that feels too polished or impersonal simply does not perform the way it used to. This is the time to be authentic, visible, and consistent in your efforts, especially with the people already in your database.

The hardest conversation in real estate

Marketing may bring you to the door, but what you say when you get there matters just as much.

One of the toughest conversations agents are having right now is with sellers who expect to get yesterday’s prices in today’s market. It is not an easy discussion, but it is a necessary one.

The first question every agent should ask is, “Why are you selling?”. The goal is to determine if this is a need or a want for them.

If the seller needs to sell – due to a job change, family circumstance, financial situation or other personal reasons – then it becomes a strategic conversation. You can work together to price the home appropriately, position it properly, and make adjustments when needed.

But if it is only a want – and the seller is fixated on a price that no longer reflects market reality – you need to consider whether taking the listing is the right decision for you.

Let’s be real – not all listings are good listings.

Overpriced homes sit on the market. They drain your time and money, they create stress, and they can damage your reputation when the results don’t come. 

More importantly, they often lead to frustration between agent and client, which erodes trust, and severely limits opportunity for repeat or referral business.

This is why it’s critical to set expectations early and clearly. Show the data. Explain the risks. Outline a pricing strategy with contingencies. And if the client is unwilling to adjust, be prepared to walk away.

You do not need every listing. You need the right listings.

And sometimes, the most professional move is to say no.

A return to fundamentals

If the last few years taught agents how to scale and pivot, this year is teaching us how to ground ourselves again.

It is about simplifying the approach.

Focus on your core business: your past clients, your current network, and your community. Be visible. Be consistent and honest.

This is not the time to rely on hacks, bright shiny objects, or quick wins. It’s time to build trust, provide real value, and stay disciplined in your daily activities.

You don’t need a thousand leads. You need a few strong relationships – and a system to nurture them.

The bottom line

The agents who are succeeding in this market are not chasing every new trend. They are not waiting for the phone to ring. They are not afraid of the tough conversations.

They are doing the work. They are revisiting old-school strategies. They are doubling down on relationships. And they are setting clear expectations with their clients – even when those conversations are difficult.

The market may be uncertain, but what it takes to succeed is not.

Go back to the basics. Stay consistent. Be bold enough to have the conversations that matter.

Because the agents who are doing that right now? They are the ones who will be standing tall when the market shifts again.

David Greenspan

David Greenspan, CEO and founder of #MindShare101 is a nationally recognized keynote speaker, trainer and coach who helps sales professionals and businesses improve their sales and marketing efforts by bridging the gap between online and offline marketing to achieve a higher ROI on every marketing dollar spent. His direct, raw, and real approach is designed to motivate you and give you the advice you need to know.

David’s goal is to help you build MindShare, creating a top-of-mind intuitive, instinctive reaction so when people think of the product or service you offer, they think of your name first, always putting you in the right place at the right time to take your business to the next level.

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