For years, real estate professionals have been encouraged to embrace the role of influencer, especially during and post COVID, where we were always entertained. The prevailing advice was clear, build a following, cultivate an online presence, and brand yourself as the go-to local expert. Platforms like Instagram, TikTok, and YouTube became as integral to the business as open houses and listing presentations. A strong personal brand, polished lifestyle marketing, and engaging reels were all viewed as essential tools for building credibility and capturing attention. This shift undeniably expanded the visibility of REALTORS®, helping many connect with broader audiences. However, it also blurred the line between social media celebrity and business operator.
Is it now the time to monetize your following?
In some cases, the spotlight on digital presence came at the expense of operational depth. Many REALTORS® leaned heavily into content creation, dedicating hours and financial commitment to producing video clips and marketing campaigns, monthly photo shoots, while sometimes neglecting the backbone of their business, systems, service, and strategy. Social media amplified awareness, but awareness alone does not guarantee client satisfaction, seamless transactions, or repeat referrals.
Today, the industry is entering what can be described as a new era, operator over influencer, we have seen this more and more on platforms like LINKEDIN. Consumers, increasingly fatigued by the endless stream of highlight reels, are signalling a shift in preference. What they now value most are professionalism, reliability, and tangible results. They are seeking REALTORS® who can execute with precision, who understand the complexities of financing, who can negotiate effectively under pressure, and who can navigate the ever-shifting terrain of government policy, zoning, and regulation. Trust is no longer earned simply through visibility, it is earned through the delivery of measurable value.
For REALTORS®, this course correction represents both a challenge and an opportunity. The challenge lies in rebalancing priorities, dialling back the emphasis on vanity metrics such as follower counts, and reinvesting energy into the operational side of the business. The opportunity is clear, those who refine their skills, systems, and client experiences will distinguish themselves as indispensable advisors in a crowded marketplace.
Social media will not disappear, nor should it. A thoughtful online presence still plays an important role in establishing credibility and visibility. But the differentiator in the years ahead will be operational excellence. REALTORS® who can interpret market data with nuance, manage transactions seamlessly, and provide proactive post-closing service will earn trust in ways that curated Instagram feeds never could. The measure of success will shift from impressions and likes to referrals, retention, and long-term client satisfaction.
One defining feature of the operator era will be systems as strategy. Top-performing REALTORS® will invest in robust customer relationship management (CRM) platforms, implement automated workflows, and create client retention programs that extend well beyond the closing table. The experience will become consistent, professional, and repeatable, ensuring that every touchpoint reinforces confidence. Instead of ad-hoc operations, REALTORS® will design intentional systems that scale their service without compromising quality.
Financial acumen will also rise to the forefront. In a market grappling with affordability pressures, corrections, and shifts in investor sentiment, REALTORS® who can interpret mortgage trends, assess the impact of rate changes, and decode government housing policies will be invaluable. Clients will increasingly turn to professionals who not only understand the neighbourhood but who can also connect the dots between broader economic conditions and individual affordability.
The operator era will also reward professional depth. REALTORS® who can speak intelligently about zoning changes, redevelopment opportunities, tax implications, or community planning will shift from being seen as salespeople to being viewed as trusted strategists. This depth of knowledge elevates the profession, positioning REALTORS® not just as facilitators of transactions, but as advisors shaping long-term real estate decisions.
The shift from influencer to operator will not only reshape the work of individual REALTORS®, but it will also ripple across the broader industry. Brokerages, for example, will need to evolve. Firms that once focused on supplying marketing templates and social media resources will now be called upon to provide operational training and tools. Investment in technology platforms, compliance expertise, and frameworks for delivering exceptional client experiences will be key.
We may also see a rise in smaller, more focused teams. Instead of sprawling groups centred around a single social media personality, leaner teams with clearly defined roles, marketing, administration, negotiation, and client care, are likely to thrive. Execution will matter more than exposure, and consumers will gravitate toward REALTORS® who deliver efficiency, accountability, and measurable results.
Recruitment in the industry may also shift. Whereas the influencer era often attracted those with strong salesmanship and marketing instincts, the operator era may appeal equally to professionals with backgrounds in business, finance, technology, or operations. These skill sets align with the growing demand for strategic, analytical, and process-oriented approaches to real estate.
Accountability and transparency will further define this new chapter. Regulators are keeping a close eye on the industry, and consumers are more informed and demanding than ever. REALTORS® who prioritize ethical standards, document efficiency, and clear communication will naturally rise above the noise. In this environment, operators will outlast influencers, and substance will prove more durable than style.
Ultimately, the influencer era was not without merit. It helped REALTORS® humanize their work, showcase their personalities, and connect with clients in an online-first world. It broadened awareness of the profession and highlighted the creativity and adaptability of those within it. Yet as the industry matures, a new balance is required. The operator era represents an evolution rather than a rejection, a shift that brings substance to match style, execution to complement exposure, and professionalism to anchor personality.
The bottom line is clear, REALTORS® who can integrate branding with operational excellence will not only thrive in this new environment but will also define the reputation of the profession for years to come. Brokerages, clients, and communities alike stand to benefit from a model that prizes reliability, strategy, and service.
The next era of Canadian real estate may be less about who gets the most views and more about who delivers the most value, and that is an opportunity worth embracing.
