For the past decade, influencer culture has shaped how Canadians discover products, services, and even professionals. From lifestyle creators on Instagram to TikTok personalities offering bite-sized advice, influencer marketing has been a dominant force across industries, including real estate. But as we enter 2026, a clear shift is underway.
Consumers are more informed, more selective, and more empowered than ever. They’re no longer impressed by perfectly curated feeds or trending audio clips. Instead, they’re looking for substance, credibility, and expert guidance, especially when navigating something as complex and high-stakes as buying or selling a home.
This is where the distinction between superficial influence and genuine influence matters. And it’s why the real estate professionals who thrive in 2026 will be the ones rooted in authenticity, intelligence and trust.
Superficial Influence, The Era of ‘ Looking Successful ‘
Influencer marketing has played a massive role in shaping consumer behaviour in Canada. Studies show that more than half of Canadians follow influencers, and among younger adults, that number climbs significantly. Many Canadians, particularly those aged 18 to 29, report making purchases inspired by influencers, showing that social recommendations carry real weight.
But there’s a catch.
Consumers have also become acutely aware of how curated, filtered, and sometimes misleading influencer content can be. The rise of sponsored posts, undisclosed advertisements, and algorithm-friendly theatrics has created fatigue and skepticism.
In real estate, this ‘ superficial influence ‘ often shows up as:
- Flashy success stories with little context
- Luxury listings shown without meaningful analysis
- Viral ‘ tips ‘ that oversimplify the market
- Style over substance
- Engagement designed for views, not value
This kind of influence entertains, but it doesn’t guide. It looks impressive, but it doesn’t advise. And while it may generate attention, it rarely builds the kind of trust required for one of the biggest financial decisions in a person’s life.
Superficial influence is loud, but short-lived.
Genuine Influence, The Return of the True Advisor
Recent Canadian research reveals something important, authenticity is now the top factor that increases trust in influencer recommendations. More than half of Canadians say they trust information that feels real, transparent, and experience-based.
And that shift is transforming what consumers expect from real estate professionals.
Genuine influence is built on:
- Market intelligence
- Honest advice
- Relevant experience
- Reliability over virality
- Empathy and human connection
- Data-driven insights
- Consistency
When someone is preparing to buy or sell, they don’t want a content creator, they want a professional. Someone who understands neighbourhoods, trends, pricing strategies, negotiation dynamics, investment considerations, and the emotional weight behind the transaction.
This is why 2026 is increasingly being described as the year of the REALTOR®,the year where deep expertise outshines shallow influence.
Why the Shift Matters in Canadian Real Estate
The Canadian real estate landscape is more complex than ever. Interest rate fluctuations, supply constraints, condo uncertainty, affordability challenges, immigration pressures, and shifting consumer expectations all require skilled interpretation.
Consumers know they can’t rely on snippets of online advice or viral ‘ market hacks. ‘ They want and need REALTORS® who can provide:
- Local understanding of micro-markets
- Clarity around complex economic forces
- Data translated into plain language
- Professional accountability
- Tailored strategies, not generic trends
Influence in real estate is no longer about being followed. It’s about being trusted.
And trust is built through genuine influence, the kind that stands the test of time.
What Genuine Influence Looks Like in 2026
To resonate in today’s marketplace, REALTORS® must evolve from content creators to trusted market advisors. Genuine influence can be demonstrated through:
- Educating clients with accurate, well-researched information
- Sharing insights based on actual experience, not theories
- Providing transparency around market conditions
- Showing the full picture, even when it’s not glamorous
- Using technology to enhance professionalism, not replace it
- Building community, relationships, and long-term reputation
Consumers can now easily differentiate between a superficial post created for likes and an insightful breakdown created for their benefit.
This differentiation is exactly what sets genuine advisors apart.
Influence Has Matured, And So Have Consumers
Influencer culture isn’t disappearing in Canada, it’s simply evolving. Canadians still respond to recommendations, personalities, and authentic voices. But the appetite for shallow, surface-level content is diminishing, especially in high-trust sectors like real estate.
The REALTORS® who succeed in 2026 will not be the ones chasing trends.
They will be the ones leading conversations.
They will be the ones educating, advising, guiding, and reassuring.
They will be the ones who build influence not from aesthetics, but from integrity.
Superficial influence got us here. Genuine influence will take us forward.
