​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.

While talk of Canada’s real estate markets is often dominated by what’s happening in Toronto and Vancouver, many Realtors thrive under the radar in small and mid-sized communities.

Different dynamics are at play in these markets, requiring unique strategies for success.

Building a reputation in a close-knit community

Richard Pochylko, associate broker with Century 21 Advantage, serves Red Deer, Alta., and its surrounding communities, covering a population of about 130,000 within a 30-minute radius. Pochylko, who says he’s averaged 58 transactions annually since 1999, explains the region mostly consists of working-class buyers, with the average home price currently around $390,000 to $400,000. High-end buyers exist, but they’re fewer in number compared to Calgary—75 minutes south.

“Your reputation can precede you very easily in a smaller community,” Pochylko explains, noting that people talk, especially about Realtors. “If someone has a good experience, they’ll tell people and push them to use that agent. If they’ve had a bad experience, they’ll do the same going the other direction.”

The role of traditional and digital marketing

Pochylko has found success through both traditional and digital marketing techniques. For about 12 years, he committed to print marketing, distributing over 28,000 flyers every month. This exposure was invaluable; people he’d never met started recognizing him around town.

When his print strategy eventually peaked, Pochylko shifted to radio ads. He explains that people have trouble pronouncing his last name, so he leaned into that, using humour that verbally played on the name so people would remember it. He recalls his daughter being embarrassed when it came up on a weekend away with friends. “It worked! That’s the whole point of advertising—good, bad or indifferent,” he surmises. “They never forgot my name.”

Strong, honest relationships—and pricing— as a success strategy

“The type of experience I try to create with every person I deal with is one of blunt honesty,” Pochylko explains. For example, when viewing homes with buyers, he’s very clear that the goal is not to purchase that day but for him to see their reactions.

“You can tell right away by body language if they don’t like a house, (so) I’d say, ‘This place sucks. Let’s get outta here.’ And we’d leave.” Pochylko knows he isn’t selling the house, so he’ll work with clients for as long as it takes them to find the right home—whether it’s two weeks, six months or even longer.

He’s equally honest with sellers. “No one really cares about where you’ll advertise, how big your brokerage is or how many ends you’ve done. They care about how much money they’ll get and how you know they’ll get it.”

This is the idea behind his detailed pricing strategy. Instead of finding out what clients want and trying to meet their often above-market-value goal, he sets them up for the truth—even if it’s tough and not what they want to hear. “Then, you can’t really fail.”

The importance of engaging the community

Three hours south in Lethbridge, Justin Myer team leader of ViewLethbridge, says his small town has been busy. Since 2019, his team has completed 1,725 ends, totalling about $580-million. 

While Lethbridge is home to many families, the region has recently seen an uptick in interprovincial migration and job transfers. The area’s average home price sits at about $336,000, Myer says, which attracts young families and first-time buyers.

Myer stresses the need to engage the community. He says Lethbridge, like most small communities, is a referral-based town. “Your reputation matters—being a good person, volunteering in the community, all those things add up over the years. Of my 38 agents, the ones with longevity are out there (in the community).”

Diversity in marketing is key

Like Pochylko, Myer experienced success with radio advertising. This was solidified when a stranger at the golf course overheard him and recognized his voice.

However, he stresses that diversifying is key. “You put a bench (ad) out not because someone will buy a house today, but for long-term recognition.” He says combining this with other mediums like radio and social media gives agents social proof and high recognition. He feels that Realtors can pigeonhole themselves by not considering multiple strategies. For example, if the target audience doesn’t watch YouTube all day, they might not get any content if that agent does videos exclusively.

But he certainly sees the power of social media when used intentionally, with a hook, to collect email addresses. For his team, email marketing is about offering something of value and seeing who responds over time. This creates qualified leads, even if a transaction takes years. “As soon as they raise their hand, it’s me taking over and having that conversation…That human element gets missed by a lot of agents. Everyone’s going on Instagram, making a funny video—how many houses did they sell?”

Be resilient, be humble and know your stuff

Myer follows a similar pricing philosophy to Pochylko. He finds it especially useful in what he calls the “Steady Eddie” Lethbridge market, which he says fluctuates within a couple of percentage points annually. “We do our best to price using all available data, but there’s less data (than in cities),” he notes.

For example, he might get an acreage outside of town with no comparable sales from the previous year. This becomes a best guess, which can be tough to manage if that guess is too high for the market. So having a strong client relationship, he says, is crucial to moving forward successfully.

“(If) we’ve had no one see it in two months, what’s next? Is it always lowering the price? Is it different marketing? Those conversations are needed, which are a little tougher here.” 

It’s those tough conversations, Myer believes, that offer learning experiences and make for better agents. “You have to have thick skin because your clients will argue with you more. You have to be okay with the fact that you’re not a superstar. You have to really be on the ball.”

There’s no time to waste—Western Canada’s largest and most anticipated real estate conference is just weeks away! Banff Western Connection is the must-attend event of the year, offering real estate professionals the tools, strategies and expert insights needed to thrive in today’s rapidly changing market.

Set against the stunning backdrop of the Rocky Mountains at the legendary Fairmont Banff Springs, this conference promises an unforgettable experience. From exclusive brokerage-hosted events and engaging keynote speakers to unparalleled networking opportunities and a vibrant tradeshow, Banff Western Connection stands out as the region’s top real estate gathering.

Whether you’re a newcomer eager to learn or a seasoned pro looking to sharpen your skills, this conference offers something for everyone.

Elevate your real estate marketing

The second day of the conference is packed with impactful sessions designed to elevate your marketing strategies. Here’s a sneak peek at what you can expect:

• ChatGPT for REALTORS®. Personal branding expert Leanne Calderwood will show you how to harness the power of AI tools like ChatGPT to enhance your real estate career.
• Developing Your Marketing Story. Marketing strategist Ken Youngberg, with over 20 years of experience, will guide you in creating a compelling narrative that resonates with clients and sets you apart from the competition.
• Navigating Digital Marketing and Social Media Panel. Don’t miss this dynamic panel moderated by Wade Paterson, featuring real estate marketing experts such as REM’s very own Andrew Fogliato, and Tyler Hassman, who will share actionable insights on mastering digital marketing and social media.

Secure your spot today

Banff Western Connection isn’t just another industry event—it’s an investment in your career. With targeted sessions designed to help you attract new clients, elevate your personal brand and stay ahead of the competition, this conference will provide you with the knowledge and connections to propel your business forward.

But hurry—registration closes on January 14 at 4:00 pm! Don’t miss your chance to attend one of the year’s most valuable events for REALTORS®, brokers and other real estate professionals. Register now and prepare to take your career to the next level. You won’t want to miss this!

(Don’t attend another event until you read this.)

Most real estate events are lacking value,

and agents are catching on …

JUST A TASTE OF WHAT WE’RE COVERING AT THE LISTINGS LAB LIVE IN TORONTO ON OCTOBER 16-18:

1. HOW TO CREATE 7-FIGURE MESSAGING THAT WILL ATTRACT YOUR MOST MOTIVATED CLIENTS
2. HOW TO STRUCTURE YOUR BUSINESS TO SCALE TO 7 FIGURES & BEYOND
3. HOW TO RUN ALL OF YOUR MARKETING IN LESS THAN 3 HOURS PER WEEK (AND STILL HAVE A CLIENT SURPLUS)

& MORE …

Our clients regularly report results like …

• Consistently listing 3+ homes per week
• Having the best quarter of their career in 2023 (with rising interest rates)
• Generating over 60 inbound clients in the first half of the year
• Selling their highest-priced homes ever to date
• Having their best cash-collected month ever
• Filling their sales pipeline and having more inbound inquiries than ever

If you ask yourself any of these questions … you need to be in this room.

• How do I write content that gets the attention of that high-calibre 3% person (especially when it’s HARDER to get this type of person’s attention)?
• How do I know what to post every week that’s going to have people taking action and reaching out to me?
• How do I position myself as the agent they should choose?
• How do I structure my business for multi-7-figures? What are the right moves to take *now* to build a scalable business?
• What do I have to put in place to create content consistently? How can I run all of my marketing in less than 3 hours per week?
• How do I build my business to sell when I retire?

We’re 90% sold out for The Listings Lab LIVE in Toronto — and we’re NOT coming back to Toronto until 2026. 

GET YOUR TICKET NOW. 

P.S. Got questions? Send an email to jess@thelistingslab.com. 

Ever wondered how some real estate agents seem to effortlessly stand out in a crowded market while others struggle to set themselves apart? Despite what you might think, it’s not just about luck or connections; the key to their success often lies in one powerful strategy: niche specialization. 

Trying to be everything to everyone in an industry as competitive as real estate is the quickest way to dilute your efforts and make it harder for potential clients to recognize your value. On the other hand, agents who carve out a niche not only define their expertise but also create a brand that resonates deeply with their target audience.

The importance of setting yourself apart

By focusing on a specific area of the real estate market — whether it’s luxury homes, first-time homebuyers or investment properties — you set yourself apart from the competition and position yourself as the go-to expert in that area. This approach not only enhances your credibility but also attracts clients who are seeking someone with your specific knowledge and skill set. 

In the crowded real estate market, where every agent offers similar services, finding a niche can be the difference between blending into the background and standing out as an expert. But how do you find the right niche for you?

We’ve put together this simple step-by-step guide to help you discover the perfect niche for your real estate career.

1. Identify your strengths and interests

Start by reflecting on what you genuinely enjoy about real estate. Do you love guiding families through the process of finding their forever homes, or do you enjoy the dynamic world of high-end commercial properties?

Your niche should align with your strengths and passions — this will keep you motivated and engaged in your work. Not to mention, clients can sense when you’re genuinely excited about what you do, which builds trust and sets you apart.

2. Research market demand

It’s essential to choose a niche that not only aligns with your interests but also has a high demand and potential for growth. Skipping this step can lead to wasted time and effort in a market segment that doesn’t offer ample opportunities. To avoid pitfalls, utilize local market reports, online search results and social media trends to gauge what buyers and sellers are looking for in your region.

For example, if you’re in an area with an influx of new developments, specializing in new builds might be a lucrative niche that taps into the growing demand.

3. Analyze the competition

Understanding who else is serving the niche you’re interested in is crucial. Too much competition in one area might make it difficult to establish yourself, but if you notice a gap or an underserved segment, that’s your opportunity to step in and make it your own. 

For instance, if there’s a shortage of agents who cater to retirees downsizing their homes, positioning yourself in this niche could lead to impressive results.

4. ​​Consider your ideal client

Think about the type of client you want to work with and tailor your niche to attract them. Whether it’s young families looking for starter homes, investors searching for rental properties or eco-conscious buyers interested in sustainable living, your niche should be defined by the specific needs and desires of your target audience.

Need help identifying your dream real estate client? Read up on branding yourself like a pro and attracting the right-fit clients. 

5. Leverage your niche in your marketing

Once you’ve identified your niche, it’s time to let the world know! Update your branding, website and social media profiles to reflect your niche. Create content that speaks directly to your target audience, showcasing your expertise and the unique value you offer.

By consistently emphasizing your niche specialization, you’ll attract more of the right clients and build a strong reputation as an expert.

6. Stay adaptable

Don’t be afraid to experiment with different niches before settling on one. Are you attracting the clients you want? Are you enjoying the work? If not, refine your focus until you find the sweet spot where your passion, expertise and market demand coincide.

The real estate market is always evolving, and so should your business. Stay informed about industry trends, economic shifts and changes in buyer behaviour. Being adaptable and willing to pivot when necessary will ensure your niche remains relevant and profitable in the long run.

Finding the right niche isn’t just about narrowing your focus — it’s about strategically positioning yourself as the expert in a specific area that resonates with both your strengths and the needs of the market. In doing so, you’ll differentiate yourself from the competition and build a rewarding real estate career.