REALTORS^® earn their living providing high-quality services. They provide these services as professional and knowledgeable agents who are committed to giving their clients the best possible experience during one of the biggest financial transactions of their lives. 

This dedication to creating a great client experience is what resonates with people and drives repeat and referral business. We know our members take this seriously.

This is supported by a recent CREA survey, which shared that 81 per cent of Canadian homeowners have used the services of a REALTOR^® and 93 per cent rated their satisfaction level at least “average,” with 61 per cent rating it “high.”  

In a recent investigative report conducted by CBC Marketplace, Canadians across the country tuned in to see a few REALTORS^® appear to steer their clients away from certain properties, namely those that are For Sale by Owner. Unfortunately, these claims are not new to our industry and do not represent the vast majority of REALTORS^®, who consistently show their clients many excellent properties to meet their needs and demonstrate the true value of working with a REALTOR^®.

With all this in mind, we thought it would be a good time to review our principles: 

Client success looks different for everyone

REALTORS^® recognize they have the obligation and opportunity every day to demonstrate that duty to their clients is priority number one. REALTOR^® success is only possible with client success. For some clients, success is making sure they have their trusted real estate adviser with them during every step of the transaction, while other clients see success in bottom-line savings. Consumers always have choices of who they want to work with to help them obtain their idea of success.

Options are good

Whether perusing a restaurant menu, choosing a contractor or selecting a phone plan, consumers want choice. It’s important that consumers have options, both for their own benefit and for healthy market competition. Unsurprisingly, one person’s best choice is not everyone’s best choice.  All service providers, including REALTORS^®, need to respect consumers’ right to have options.

This extends into real estate, where it intersects with the Competition Act, which prohibits REALTORS^® from withholding services to specific people, including other REALTORS^®. One example of this would be “refusing to work on or show another REALTOR^®’s listing” (CREA, Competition Law and REALTORS^®, p. 9). Anti-competitive conversations are not only unprofessional, but they are also illegal. Members are encouraged to always take steps to co-operate with, and be respectful of, fellow industry members.

REALTOR^® obligations

Be professional

This means remaining professional even when it’s hard to do so. If someone asks for an opinion, do so in a courteous way that shows respect to others. Do not speak poorly of other business models, REALTORS^® or brokerages. This is a requirement of the REALTOR^® Code.

For example, a potential client asks you what you think of different brokerage models and commission structures. Don’t speak negatively about your fellow REALTOR^® brokerages or their brokerage model and avoid conversations about other members’ commission structures. Instead, explain how your services may be best suited for their needs and the value you bring to them and their real estate goals.

Work in your client’s best interest

Rules prohibit REALTORS^® from excluding any option for clients to consider, even if that option may not benefit the REALTOR^®. By not presenting the client with all their options, you are interfering with their free choice. Under the REALTOR^® Code, Article 3, and under the Real Estate Act, REALTORS^® have a primary duty to act in their client’s best interests.

For example, you see a listing that meets your client’s search criteria, but the co-operating commission is less than what you and your buyer agreed to in your service agreement.

Don’t remove the listing from the client's search without their consent. Instead, present it as an option and explain how the co-operating commission may impact your buyers. Allow your buyers to decide if they want to keep or remove the listing from their search and let them make their own informed decision.

Changing the narrative

Claims such as those aired by CBC Marketplace have been heard before. REALTORS^® across the country have a shared responsibility to change that perspective and we know our members do this every day. It’s clear REALTORS^® are still trusted experts that do much more than set up searches and meet clients at homes. They’re trusted advisers who work with their clients to achieve their homeownership goals.

Even though CBC Marketplace may have skipped over the many positive aspects of working with a REALTOR^®, we know our members continue to raise the bar to show clients and the public the true value of a REALTOR^®. Thank you to all our members who build and conduct their business with integrity and professionalism!

If you’ve faced a situation where you may have been discredited by another member, we encourage you to speak to your broker and the other member’s brokerage to find a resolution. CREB^®’s formal complaint resolution process is also available to help manage alleged breaches of the REALTOR^® Code.

Let’s continue to work together by focusing on the professional delivery of all real estate services that CREB^® members are known for.

For more information on professionalism in the industry or questions on filing a formal complaint, please contact CREB^® Member Practice at crebmp@creb.ca and 403-781-1336.