The Banff Western Connection Conference 2025 once again proved to be a premier gathering for real estate professionals, industry leaders, and innovators from across Canada.
Over three days in January, attendees engaged in thought-provoking discussions, cutting-edge workshops, and meaningful networking opportunities—all aimed at shaping the future of real estate. Our thanks go out to the AREA team for the great work hosting the conference.
CREB® Directors were in attendance, gaining valuable insights that will help inform our association’s direction and strengthen relationships with our industry partners. Here are the key themes and five actionable takeaways for our members.
Key themes from the conference
- Professionalism in real estate
A consistent theme was the need to elevate professionalism in the industry. While barriers to entry are seen as low, a lack of accountability and mentorship can allow subpar standards to persist. CREB® remains dedicated to providing tools and education that foster excellence among members and brokers. - Embracing technology
Artificial intelligence (AI), automation, augmented reality (AR), and virtual staging are revolutionizing real estate. These advancements present opportunities to enhance client experiences and improve operational efficiency. CREB® is committed to exploring these innovations, and members are encouraged to engage with our Member Services Innovation Standing Committee to share ideas. - Advocacy and collaboration
Discussions highlighted advocacy efforts surrounding housing affordability, consumer trust, and regulatory clarity. Collaboration between provincial boards, RECA, AREA, and CREA is crucial to addressing these shared challenges. CREB® will continue to engage with industry stakeholders to drive meaningful change. - Leadership development
With many industry leaders approaching retirement, the need for mentorship and knowledge transfer has never been greater. Encouraging the next generation of REALTORS® to step into leadership roles will be vital for the future of the profession. - Communication strategies
The real estate industry faces ongoing media perception challenges. Proactively communicating with stakeholders and media is essential to strengthening trust and shaping a positive public image for REALTORS®.
Five key takeaways for CREB® members
- Invest in professional development
Mentorship and ongoing learning are crucial to maintaining high professional standards. Team leaders and brokers should look to prioritize accountability and mentorship within their organization. The CREB® Campus offers a wealth of learning opportunities for agents at all levels. - Adopt emerging technologies
AI-driven tools, AR/VR solutions, and virtual staging can enhance client engagement and improve efficiency. Members are encouraged to explore these innovations to stay competitive and find ways to give their clients an elevated experience. - Strengthen advocacy efforts
CREB® will work closely with AREA and CREA to advocate for housing affordability, consumer trust, and regulatory improvements. Our Government Relations Standing Committee welcomes member input on advocacy priorities. - Focus on storytelling in marketing
Sessions such as "Developing Your Marketing Story" emphasized the power of authentic storytelling to connect with clients and differentiate REALTORS® in the market. Agents can look for opportunities to learn more about branding, marketing and other topics at the CREB® Campus. - Build collaborative relationships
Stronger partnerships with boards and associations across Alberta and Canada will help align advocacy goals, share best practices, and foster industry-wide innovation. Members can also benefit from sharing ideas with their peers across the province and the country as a whole.
Conference highlights
- Keynote speakers included astronaut Chris Hadfield, who shared leadership lessons from space, and Olympian Clara Hughes, who spoke on mental health advocacy and resilience.
- Market insights were provided by Jack Miller in "The Future of the Real Estate Landscape," covering topics like commission compression and buyer brokerage lessons learned from U.S. competition cases.
- Networking opportunities connected CREB® Directors with stakeholders from across Canada, facilitating collaboration and knowledge-sharing.
Looking ahead
The Banff Western Connection Conference reaffirmed CREB®’s commitment to innovation, collaboration, and professional development. Key areas of focus moving forward include:
- Expanding professional development and mentorship initiatives.
- Strengthening partnerships with other boards and associations to drive industry-wide improvements.
- Evaluating AI tools and emerging technologies that enhance member services and client experiences.
As the industry continues to evolve, CREB® remains dedicated to supporting its members and driving positive change within our communities.
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