For many agents and brokers, this means reevaluating their relationships and seeking out partners whose culture, training and even tools are rooted here in Canada. The shift is undeniable – both consumers and businesses are “Canadianizing” – moving away from American companies that no longer fit their business needs and personal values.
American business models don’t translate neatly. Real estate brokerage is similar in Canada and the US, but the operational reality is very different.
Canadian regulations, data access, compliance, agency rules, marketing standards and even consumer expectations differ from U.S. practices. But when major U.S. franchisors provide technology, training and marketing systems to their Canadian franchisees, those systems and tools are designed and built for the U.S. market first.
They almost work here, but not quite. And Canadian agents’ widespread dissatisfaction with the tools and technology they sell is proof.
Canada represents a small portion of these franchisors’ total agents. The US market is so large that it inevitably consumes senior management attention, product roadmaps and investment decisions. Canadian real estate agents® When they work for American real estate companies, they end up having to adapt American materials and tools that were not designed with them – or their customers – in mind. And often they end up paying for something they don’t use at all.
Bottom line: Canadian agents who pay fees to these brands are not a priority for these American companies.
Royal LePage, on the other hand, is structured very differently.
Everything we build is designed for Canadian brokers, teams and agents. Every executive, training expert, IT professional and support team member all live and work in Canada, in the same communities alongside Royal LePage agents and consumer customers.
We conduct extensive research to understand the unique aspects of the Canadian economy and the needs of commercial and residential real estate clients, then design and build solutions specifically tailored to our markets.
Canadian real estate agents® are not an afterthought. They are the reason we exist.
Flight to Canadian
At Royal LePage, a proudly Canadian company since 1913, we have seen some of the most significant broker conversions in our history over the past two years. Since the beginning of 2024, we have welcomed more than a thousand real estate professionals who previously operated under a large American flag.
This year alone, more than 750 agents and employees have joined our Ontario network from Royal LePage® Real Estate Associates, Royal LePage® Integrity and Royal LePage® Our neighborhood.
And momentum in the West has been strong over the past two years, with more than 350 professionals joining British Columbia to form Royal LePage® ELITE West and Royal LePage® Little Oak.
These are not isolated victories. They represent a broader realignment of loyalty and trust in the sector.
Outpace the competition
While U.S. companies have lost nearly 2,000 agents by 2025, Royal LePage has grown by more than 850 agents, an increase of 4.4 percent at a time when the industry has shrunk by more than three percent overall.
The increase in market share in recent years points to a brand that is not only resilient but also thriving. As the “Buy Canadian” movement grows, Royal LePage is helping more and more brokers® build meaningful and profitable careers.
Why real estate agents make the switch
The reasons are both practical and cultural.
The core consists of products, services and training that are built for our market. Take rlpSPHERE®Royal LePage’s AI-powered digital ecosystem, as a prime example. It integrates advanced lead generation, a smart CRM, marketing automation, analytics and personalized agent websites – all tailored specifically to our regulatory requirements and Canadian consumer behavior and purchasing patterns.
Our training programs and coaching tools are built for the Canadian reality and are not based on a US template with retrospective metric conversions. And because every level of service – from executive leadership to just-in-time technical support – is based here in Canada, franchisees get fast answers from real people who understand their business, not through a third-party help center.
New voices from our network
“We were very excited to join an authentic Canadian real estate company that leads the industry in branding, technology, education and support. These unparalleled resources enable our agents to deliver exceptional service to their clients. Our move to Royal LePage represents a powerful combination of innovation and stability – a win for both our agents and the clients we serve.” – Sunny Daljit, Broker-Owner, Royal LePage Real Estate Associates
“Royal LePage was the clear choice because the brand is an established leader in the Canadian real estate industry and is best positioned to continue raising the bar in the coming years. The company was created by Canadians for Canadians. This is clearly reflected in the way the officers interact with their network of colleagues and staff.” – Andrew Bracewell, Broker-Owner, Royal LePage Little Oak
“Partnering with a Canadian-based titan like Royal LePage represents more than just a strategic move; it is a commitment to improving the long-term profitability and security of our agents and their businesses. In today’s dynamic real estate landscape, where technology and information are at the forefront of our industry, partnering with a renowned brand will allow our agents to cherish their most valuable assets, their clients.” – Terri Spilsbury, Broker-Owner, Royal LePage ELITE West
A brand built in Canada, for Canadians
Royal LePage is more than a franchise system. It’s a community.
The culture is evident in our philanthropic work through the Royal LePage® Shelter Foundation™, Canada’s largest public foundation focused exclusively on supporting women’s shelters and funding research and education in violence prevention. Last year alone, our network raised over $4.5 million for this cause.
When agents choose Royal LePage, they join a company with shared values and a shared purpose.
Discover what sets Royal LePage apart. Visit royallepage.ca/joinus.
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