The COVID-19 pandemic delivered an unprecedented shock to the Canadian real estate industry, fundamentally altering established practices and forever changing the landscape of property transactions. What began as a period of profound uncertainty and disruption quickly transformed into an era of rapid adaptation and innovation, redefining how homes are bought, sold, and marketed across the nation. Markets that initially faced severe impacts demonstrated remarkable resilience, driven by evolving consumer demands, accelerated technological adoption, and swift adjustments from industry professionals. Protocols governing real estate dealings were revamped virtually overnight, forcing agents, brokers, and clients to navigate an entirely new operational environment. To shed light on these significant shifts and identify which emerging practices are likely to become permanent fixtures, we engaged with seasoned sales representatives and brokers from various regions across Canada, gathering their invaluable firsthand insights.
Heather Hadden
Heather Hadden, a respected sales representative and team leader at Hadden Homes, Chestnut Park Real Estate in Toronto, emphasizes the dramatic acceleration of online engagement. “We’ve transitioned to conducting significantly more of our business digitally,” Hadden observes. “With buyers, the search process has become far more deliberate and focused. If a property garners interest, our first step is to ascertain the genuine intent behind that interest – the era of casual browsing or simply ‘getting a feel’ for a property or the market without serious intent is largely behind us. Today’s buyers are remarkably serious and, more often than not, pre-qualified, a level of commitment I haven’t witnessed previously. Alongside this, social distancing mandates have introduced stringent new protocols: masks are compulsory at showings, close physical proximity is strictly avoided, and we must schedule appointments much further in advance. This is necessitated by the requirement for health declaration forms and the absolute need to prevent double bookings, ensuring the safety and compliance of all parties.” This rigorous approach not only streamlines the viewing process but also ensures that physical showings are reserved for genuinely interested and qualified prospects, optimizing efficiency for both agents and buyers.
The digital revolution in real estate extends far beyond initial buyer qualification. Virtual open houses have seen an exponential rise in popularity since March, rapidly becoming an indispensable component of an agent’s marketing strategy. Similarly, personalized virtual tours conducted by agents have moved from a niche offering to a mainstream expectation. This screen-to-screen selling paradigm is now far more commonplace than it was pre-COVID-19. During a virtual personal tour, a specific time and date are set, allowing the agent to walk through a home live, interacting with potential buyers who observe from their computer, tablet, or smartphone screens. This interactive format enables buyers to actively participate, requesting specific angles, close-ups of features, a glimpse from a particular window, or a detailed inspection of materials like wallpaper. This powerful sales tool offers an immersive and highly engaging experience, making it the most effective alternative to an in-person viewing. Crucially, it facilitates property exploration while ensuring the safety and peace of mind of everyone involved. The convenience and accessibility offered by these virtual technologies have not only made property viewing safer but also significantly more efficient, allowing buyers to pre-screen numerous properties from the comfort of their homes, thereby narrowing their selection to only those warranting a physical visit.
Glenn Wildenmann
While technology has offered significant advantages, it has also introduced unique challenges, particularly for professionals whose business thrives on personal connection and face-to-face interaction. Glenn Wildenmann, a dedicated real estate broker with M Immobilier real estate agency in Pointe Claire, Quebec, openly shares his experiences navigating the pandemic’s demands. “Hand sanitizer has become an indispensable companion; we’re constantly using it,” he notes. “Technology, especially Zoom for virtual meetings and e-signature platforms for documentation, has been incredibly helpful in managing workflows remotely. However, my business model is deeply rooted in personal relationships and direct interaction. It’s profoundly challenging to cultivate that same level of connection and rapport when communicating through masks and gloves, while maintaining physical distance. It’s an ongoing process of adjustment, and we are all still learning how to best adapt.” Wildenmann particularly expresses a sense of loss regarding one of his most cherished professional moments: “One of my favorite aspects of my job is accompanying my clients to the notary for closings; it’s a genuine opportunity to congratulate them and celebrate a truly significant milestone. Due to COVID-19 restrictions, I haven’t been permitted to attend any of my recent signings, with attendance strictly limited to buyers and sellers. It leaves a tangible sense of incompleteness, missing that crucial closure and the shared celebratory moment.” His reflections underscore the delicate balance required between leveraging digital efficiency and preserving the vital human element in the real estate transaction process.
Randy Book
Randy Book, the insightful manager of business development for Sutton Group West Coast Realty in Vancouver, corroborates the sentiment regarding technology’s heightened importance. Like countless other professionals, he was compelled to integrate digital tools more profoundly into his daily operations as the pandemic took hold. “I extensively utilize Zoom for team collaboration and agent training sessions,” Book explains. “It has proven to be an exceptional tool, enabling me to reach a larger number of our agents, effectively overcoming geographical barriers. While the basic functionality was easy to grasp, I’m continuously discovering its full potential and more advanced features. My strongest recommendation for anyone transitioning to these virtual platforms is to thoroughly practice using the application before leading or presenting in important sessions. Virtual buyer and seller presentations are no longer ‘out-of-the-box’ thinking; instead, they demand an understanding and mastery of an entirely ‘new box.’ This new paradigm requires agents to refine their presentation skills for a virtual audience, ensuring maximum engagement, clarity, and impact through a screen.”
With such a significant portion of real estate activity migrating online, the imperative for agents and brokerages to elevate and enhance their digital presence has become paramount. Property listings are now expected to be far more detailed, visually compelling, and comprehensive than ever before. High-quality video tours, immersive 3D floor plans, virtual reality walkthroughs, and professional drone footage are rapidly transitioning from desirable enhancements to essential components of a competitive listing strategy. Furthermore, social media platforms have solidified their position as indispensable marketing and lead-generation channels, demanding sophisticated strategies for audience engagement and community building. The collective priority of establishing and maintaining a top-tier online entity – encompassing a professional, user-friendly website, a robust and engaging social media presence, and compelling digital content – has grown exponentially. This commitment to digital sophistication ensures that properties can reach the broadest possible audience and stand out effectively in an increasingly crowded virtual marketplace, defining the new standard for impactful real estate marketing in Canada.
The market dynamics experienced during the pandemic have been anything but uniform, often characterized by periods of intense activity juxtaposed with moments of cautious hesitation. Wildenmann describes his business during this tumultuous time as experiencing both hot and cold phases. “Some clients prudently chose to put their real estate plans on hold,” he shares, “preferring to wait until they gained a clearer understanding of the evolving COVID situation and the intensely accelerated market conditions. As agents, it’s crucial for us to guide them towards finding their comfort zone and proceeding at a pace that feels right for their individual circumstances. Tragically, I’ve also had two buyers who, through no fault of their own, lost their jobs, subsequently impacting their financial qualifications to purchase a home. Conversely, I’ve witnessed other clients engaging in rapid buying and selling, propelled by the market frenzy and eager to capitalize on prevailing conditions and low interest rates.” This dichotomy underscores the complex interplay of economic stability, personal circumstances, and volatile market sentiment that defined the period, highlighting the need for agents to offer highly personalized and empathetic guidance.
Despite these varying experiences and challenges, many within the industry have observed a significant and unexpected upswing in market activity, particularly after the initial slowdown. Heather Hadden, for instance, reports that her Toronto market hasn’t been as consistently busy as it currently is since the vibrant beginning of 2017. “That being said,” Hadden clarifies, “some property types are moving considerably faster than others. Detached houses, especially those with desirable features and space, are consistently attracting multiple offers, often pushing sale prices well above asking. Conversely, downtown condominiums experienced a slower pace, taking longer to sell. However, things began to noticeably improve in May, and then June and July became the busiest months we’ve ever experienced, indicating a robust and accelerated market rebound.” Randy Book corroborates this positive trend from Vancouver, noting a clear resurgence in consumer confidence and engagement throughout June and into July. “Consumer engagement is definitively back,” he affirms, signaling a renewed willingness among both buyers and sellers to actively participate in the market.
The prevailing sentiment among industry experts is that the concept of a “return to normal” is no longer applicable to the Canadian real estate landscape. Glenn Wildenmann articulates this widely held view: “There is no normal anymore.” He elaborates on the profound shifts that have redefined market reality: “COVID precautions aside, the market itself has not only recovered but is operating at an even more active and intense pace than pre-COVID days. The potent combination of significant pent-up demand, stemming from earlier lockdowns and postponed decisions, coupled with historically low mortgage rates, is driving nearly every property to receive multiple offers, frequently pushing sale prices well above initial asking figures. This competitive environment has become the new benchmark.” An especially intriguing source of this heightened activity, Wildenmann observes, has been the significant exodus of downtown condominium owners. The experience of working from home during prolonged lockdowns caused many to fundamentally reassess their living situations, realizing that remote work could become a permanent fixture for many. Suddenly, a compact 500-square-foot living space, particularly with condo gyms, pools, and common rooms rendered inaccessible during shutdowns, no longer sufficed for their evolving needs. This realization sparked a sudden and significant desire, clearly demonstrated by sales trends, to relocate from dense urban centers to the suburbs and even further afield. People now keenly appreciate the tangible benefits of acquiring more indoor and outdoor living space, which inherently facilitates easier physical distancing and a higher quality of life. The updated wish lists of these buyers frequently include dedicated space for a home office, a basement gym for personal fitness, and a sizable backyard perfect for a relaxing deck, perhaps even incorporating a pool for leisure and family enjoyment. This widespread demographic shift is profoundly reshaping demand patterns across residential segments and geographical regions.
Randy Book, reflecting on the performance of his business in the Greater Vancouver market since the pandemic’s onset, uses the word “remarkable” to describe its trajectory. He candidly admits, “It has not been at all what I had expected. I genuinely believed the Greater Vancouver market was going to be severely impacted, anticipating at least a 20 percent decline or so. I was completely wrong. Sales have been progressing nicely over the last two months, following an understandable initial stall during April and May. The truth is, no one truly knows with absolute certainty what the future holds for the market.” This acknowledgment of unpredictable outcomes underscores the dynamic and often surprising nature of real estate markets, even amidst global crises. Despite the persistent reality of the global pandemic, the fundamental drivers of the real estate market remain immutable: buyers will always need to purchase homes, and sellers will always need to divest their properties. This inherent, continuous demand provides a robust and resilient foundation for agents and brokers, ensuring that the Canadian real estate sector continues to evolve and thrive, adapting to whatever challenges and opportunities lie ahead in this new, transformed landscape.