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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.

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“This is such an important topic, especially as the agent-client relationship continues to evolve beyond just the transaction,” says Picton, Ont.-based sales representative Rob Plomer of Chestnut Park Real Estate Ltd., Brokerage.

Building a trusted network of suppliers

For Plomer and sales representative/business partner Kate Vader, it all starts with trust. “We only recommend professionals we’ve either personally worked with or who come highly endorsed by clients or colleagues we know well in our network. It’s not just about skill or price point, it is about consistency, communication and how they treat people. If someone doesn’t reflect the level of care and service we offer our clients, it’s hard for us to put our name on it. This can also be a little like match-making with personalities working toward best results when bridging these connections.”

Broker Jeffrey Kerr of Re/Max Prime Properties Unique Group in Toronto agrees, saying, “When I’m asked for a contractor recommendation, I will refer tradespeople who I have met and vetted. They have either worked for me personally, or I’ve seen their work, or a client has recommended them.

Transparency builds confidence

“I will be up front with my clients regarding the history that I have with a contractor. This helps give them confidence that I’m providing reputable referrals. Not all jobs go smoothly, but a reputable contractor will work with you to resolve any challenges along the way.”

Kerr says he’s not afraid to advocate on behalf of his clients. “For example, my clients were paying for a property survey, and the surveyor I recommended did not install a corner survey pin. Even though it wasn’t technically required, my clients wanted to have the pin in place so there was no confusion surrounding the property boundary. I spoke with the survey company, and they agreed to send a crew back to install the corner pin.”

He says if a client has a bad experience with a contractor, he speaks to both to understand what happened (“there are always two sides to the story”), then he will make a decision whether he will continue to refer the contractor.

Set realistic expectations with clients

Plomer says, “No matter how carefully you vet, not every experience will be perfect. We make it clear that these are suggestions, not guarantees. We encourage clients to do their own research and get multiple quotes if it’s a major service, similar to an owner approaching the sale of a home or property…You can do a fantastic job, however, no one forgets how you made them feel at the end of the day.”

It’s also important to be upfront with clients if you don’t have a referral for a specific trade, Kerr says. “For the first 25 years of my real estate career, I didn’t have a plumber that I trusted and would recommend. Thankfully, now I do.”

When someone asks for a contact or help, before referring, Plomer says, “We keep these things in mind. Have they delivered consistently good results? Were they responsive, respectful and professional? Do they bring a collaborative mindset, or are they transactional?”

Specialized needs require thoughtful referrals

A big part of Kerr’s business is working with people with disabilities. “These clients often have very specific needs when it comes to home renovations. I am very careful to only recommend contractors that have the necessary experience and expertise.”

“We’re also very transparent and do not accept referral fees. We want clients to know that any recommendation we make is purely based on merit, not money. That helps maintain trust and keeps the focus where it should be on delivering great outcomes.”

Disclosure and ongoing integrity in referrals

Kerr says, “Referral fees from contractors must be disclosed and an acknowledgement signed by the clients. In Ontario, RECO Bulletin No. 3.3 outlines the requirements related to direct and indirect financial benefits that must be disclosed to clients. And OREA Form 610 can be used to disclose finders’ fees, rewards, referral fees and incentives.”

Be open to new business and service options—they do become available as the world and technology evolve. “We are always open to trying new things and supporting new businesses and services, just like many of our clients do,” Plomer says.

Prioritize trust over incentives

Advice for newer agents? He says, “Do: Start small. Recommend only people you genuinely trust, and listen carefully to client feedback. Don’t: Add someone just because they asked you to or because there’s a referral incentive. It’s not worth the risk to your reputation.

“Ultimately, a great working supplier across all industries and service providers is an extension of you and your brand,” Plomer says. “It’s about curating a network that supports your clients long after the keys are handed over, and that’s where real value lives.”

Connie Adair

Connie Adair is a contributing writer for REM.

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In 2025, I believe the biggest trend reshaping the industry will be AI-driven hyper-personalization, where AI copilots transform how agents interact with clients, market properties, and grow their businesses.

Why hyper-personalization matters in 2025

In a market where clients expect concierge-level service, offering generic listings or broad marketing campaigns is no longer enough. Buyers want personalized experiences that reflect their unique needs, whether they’re looking for luxury homes with private schools nearby or eco-friendly neighbourhoods with access to walking trails.

Hyper-personalization powered by AI changes the game by tailoring recommendations, outreach, and marketing efforts specifically to what a client values most—without requiring agents to spend hours on manual research. Companies like Mave, Hostaway and Carson Dunlop are at the forefront of this shift, with AI copilots becoming indispensable tools for real estate professionals.

Enhancing, not replacing, human expertise

This is the year when AI copilots will offer the biggest competitive advantage for agents. Think of them as digital assistants that handle the heavy lifting of data analysis and communication while allowing agents to focus on personal connections.

AI copilots excel at tasks like:

• Personalized listing recommendations: AI analyzes a client’s preferences and presents listings that align not only with their budget and location but also their lifestyles—such as proximity to their favourite coffee shops or gyms.
• Tailored marketing campaigns: Platforms like Mave generate customized emails, texts, and social media posts based on a client’s preferences and recent activities, ensuring every touchpoint feels relevant and valuable.
• Predictive engagement: By analyzing past interactions, AI copilots suggest the optimal time for agents to follow up, ensuring they never miss critical moments to nurture leads.

This shift to on-demand, client-specific service will help agents retain more clients and close deals faster by delivering exactly what their clients need when they need it.

What drives this trend? AI-generated contextual insights

Hyper-personalization hinges on AI’s ability to gather and interpret vast amounts of data from multiple sources—market trends, property details, client interactions, and even social media preferences. According to the 2024 Proptech in Canada report, various platforms are already using AI to extract insights that agents can act on, but 2025 and onward will see this evolve further with real-time recommendations.

For instance:

• AI copilots will provide neighbourhood-level insights, like upcoming infrastructure developments or new businesses opening, to help agents showcase future property value.
• Generative AI will compile personalized reports, showing clients how their preferences (like sustainability or luxury) align with market trends and available properties.
• Automated lead scoring will predict which potential buyers or renters are most likely to convert, allowing agents to prioritize high-intent leads.

Impact on the luxury market: The new standard of service

In luxury real estate, where clients demand exclusivity and bespoke service, hyper-personalization is becoming essential. One of the biggest drivers in this segment will be the use of lifestyle-based property matching. Agents will no longer just match clients to properties based on price and size but on amenities that reflect their lifestyles—private spas, proximity to Michelin-star restaurants or access to yacht clubs.

An agent using AI copilots can create highly personalized neighbourhood guides, highlighting the best schools, gyms, and even local events tailored to their clients. As platforms like Mave and other proptech leaders evolve, these guides will become interactive, updating in real-time as neighbourhoods develop.

Efficiency gains: Less admin, more relationship-building

A key benefit of hyper-personalization is the drastic reduction in time spent on administrative tasks. AI copilots will automate tasks like:

• drafting and sending personalized emails or follow-ups
• compiling market analyses for client presentations
• summarizing key details from legal documents or contracts

This will allow agents to spend more time on what truly matters—building trust and nurturing relationships. Companies like Jiffy and Building Stack are already showing how AI-powered admin automation can free up agents to focus on client-facing work, and this trend is only expected to grow.

Key technologies driving the 2025 revolution

1. Generative AI for real-time recommendations: Generative AI tools will go beyond static reports, generating real-time advice on properties or market trends that agents can deliver during client meetings. 
2. Predictive analytics for lead management: AI copilots will help agents anticipate client needs before they’re even expressed, using predictive analytics to recommend follow-ups or suggest properties based on subtle changes in a client’s behaviour. 
3. Voice-activated interfaces: Imagine an agent asking their AI copilot mid-meeting, “What’s the nearest school with an AP program within this neighbourhood?” and receive an instant response without ever looking at their phone. 
4. Integrated smart contracts and digital transactions: AI copilots will streamline the contract and negotiation process, highlighting key terms, identifying risks, and automating follow-ups for approvals—all within one interface. 

Challenges: Navigating data accuracy while maintaining the human element

While AI-powered hyper-personalization offers immense potential, it’s not without its challenges. One of the most significant hurdles real estate agents will face is ensuring the accuracy and reliability of the data-driving AI copilots.

AI systems rely on vast amounts of data pulled from CRM platforms, public records and client interactions. However, inaccurate, incomplete or outdated data can lead to incorrect recommendations, missed opportunities, or even damage to client trust. For example, if a system suggests properties based on outdated market data or client preferences, it could result in irrelevant or misleading recommendations.

Key challenges include:

• Incomplete CRM records: Many agents struggle with maintaining detailed, accurate client records. Without complete data, AI copilots can’t provide reliable or actionable insights. Raz Zohar, CEO of Mave, explains, “AI can’t predict that a client prefers a specific neighbourhood coffee shop if that information isn’t documented somewhere.” 
• Outdated market data: Proptech platforms often aggregate data from multiple sources, but if this information isn’t regularly updated, agents may be making decisions based on market trends that are no longer relevant. 
• Bias in data: AI systems are only as good as the data they’re trained on. If the underlying data reflects biases or excludes key demographics, it could limit the effectiveness of personalized recommendations and reinforce existing inequities in the housing market.

Agents will need to be proactive in auditing their data sources, ensuring CRM entries are regularly updated, and verifying that the insights they’re using align with real-world conditions. Companies like REACH Canada are already investing in companies that build tools to help agents clean and maintain their databases, but manual intervention will remain a crucial safeguard.

Balancing AI and human judgment

Another significant challenge involves maintaining the personal touch that your clients expect. While AI copilots can streamline tasks and suggest personalized outreach, the risk lies in over-relying on automation. Clients may feel disconnected if communications become too robotic or if recommendations miss key emotional or subjective factors.

The agents who thrive in this new landscape will be those who strike the right balance—leveraging AI copilots to handle data-heavy tasks while applying their own judgment, creativity and empathy to nurture relationships and close deals.

As the industry evolves, Realtors who embrace both the benefits and limitations of AI will be the ones who turn potential challenges into long-term opportunities.

The bottom line

My 2025 (obvious) prediction is that AI-powered hyper-personalization will be the defining trend separating high-performing agents from the rest of the pack. The real estate industry’s future won’t be about who can gather the most data—it will be about who can use that data to create meaningful, personalized experiences.

Zohar explains, “AI isn’t replacing real estate agents; it’s helping them do what they do best, but better. The agents who embrace these tools won’t just survive—they’ll thrive.”

Realtors who invest in understanding and adopting AI copilots and hyper-personalized tools now will position themselves as leaders in today’s competitive market. This isn’t just the future of real estate—it’s the reality agents need to prepare for today.

Natalka Falcomer

Natalka Falcomer is a lawyer, real estate broker and Certified Leasing Officer who started her real estate career in private equity. She created, hosted and co-produced a popular legal call-in show on Rogers TV and founded and recently sold Groundworks, a firm specializing in commercial leasing law. She is currently the Chief Real Estate Officer of Houseful.ca, leading the development and expansion of the company’s personalized home buying and selling experience for the Canadian market. She sits as an advisor on NAR REACH Canada and is the former multi-year board member of the Ontario Trillium Foundation.

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Ali Sertage

Ali Sertage is a copywriter with Web of Words, an award-winning marketing agency. As a multi-passionate creative, she has explored various creative fields but discovered her strength for storytelling through copywriting. In her work, Ali immerses herself in client perspectives, finding a way to share their message with the world in a way that resonates deeply. For Ali, it’s a privilege to help purpose-driven individuals bring their passion to life through their marketing.

The post How to land high-quality client testimonials as a real estate agent appeared first on REM.

Anthony Marcusa

Anthony Marcusa is a contributing writer for REM.

The post AI in real estate: How agents are embracing new tech to enhance efficiency and the client experience appeared first on REM.