Janice Myers’ Vision: Charting the Future for Canada’s Real Estate Industry as CREA’s New CEO

“First and foremost, let me be clear: there is no privatization happening with Realtor.ca. Realtor.ca will remain completely owned by CREA, and REALTORS^® will continue to own it through their membership in CREA.”

This unequivocal statement comes from Janice Myers, the newly appointed CEO of the Canadian Real Estate Association (CREA), during our recent interview in Ottawa. Her words address a critical concern circulating within the industry, providing much-needed clarity on the future of Canada’s leading property portal.

Beyond this pressing issue, our discussion with Myers covered a broad spectrum of topics crucial to the Canadian real estate landscape. We explored her impressive career trajectory, the strategic initiatives undertaken during her initial 100 days in the CEO role, and her forward-looking vision for the industry. Key areas of focus included the Realtor Cooperation Policy and its implications for listings, as well as the ongoing discourse surrounding real estate commission lawsuits, drawing vital comparisons between the Canadian and U.S. markets.

The full video interview is available for those who wish to delve deeper into the complete conversation. For full transparency, only minor editorial adjustments were made to ensure a seamless viewing experience, allowing viewers to form their own informed judgments.

A Seasoned Leader for Canadian Real Estate

Janice Myers brings an exceptional blend of experience and insight to her leadership role at CREA. Her extensive background in association management, coupled with practical experience working with a real estate team in Vernon, British Columbia, laid a strong foundation for her career. This path led her to a pivotal position at the Okanagan Mainline Real Estate Board in 2001, where she honed her skills and deepened her understanding of the industry’s intricacies.

A decade ago, a new chapter began. In 2014, a serendipitous opportunity arose. As Myers recounts, “My husband and I decided it was time for a change, and literally the next day, I got a call about the CEO position in Ottawa.” This marked a significant relocation and the start of a successful tenure as the CEO of the Ottawa Real Estate Board, a role she held with distinction for ten years.

Prior to this interview, I sought out individuals who had collaborated with Myers in her previous capacities to gather their perspectives on her leadership style and effectiveness. The feedback was overwhelmingly positive. Without exception, every person expressed effusive praise, highlighting a palpable sense of excitement for her capabilities in this new national role and an unwavering trust in her ability to execute her vision effectively.

At a time when various factions within the real estate industry often find themselves at odds regarding leadership and the organized sector, Myers stands out as a unifying force. Her appointment signals a shift, inspiring confidence and a renewed sense of purpose across the Canadian real estate community.

Setting the Course: Myers’ First 100 Days and Core Priorities

Myers describes her initial 100 days as CEO as a period dedicated to “listening and learning.” She embarked on an extensive listening tour, engaging with colleagues and stakeholders across Canada, both virtually and in person. This proactive approach allowed her to gain a comprehensive understanding of the diverse challenges and abundant opportunities facing the industry at the national level.

While her decade-long experience at the local board level provided invaluable insights, the transition to a national leadership role at CREA demanded a broader perspective. Myers has swiftly adapted, focusing on three critical components that define the CEO’s role within CREA:

1. Strategic Advocacy and Government Relations

Myers hit the ground running, demonstrating CREA’s commitment to proactive advocacy. The association’s team swiftly advanced policy recommendations that were prominently featured in the government’s 2024 housing plan. Her impactful presence was recognized when The Hill Times included her on its prestigious list of The Top 100 Lobbyists for 2024. Myers, with characteristic humility, was quick to attribute this recognition not solely to herself but to the collective efforts and strategic acumen of the entire CREA team.

2. Enhancing and Protecting REALTOR^® Reputation

Another paramount focus for Myers is the vital task of enhancing and protecting the reputation of REALTORS^®. She emphasizes, “Reputation is vital in this environment, especially as consumers continue to press for transparency.” In an increasingly digital and scrutinized world, maintaining public trust and demonstrating professional integrity are crucial for the continued success and credibility of real estate professionals across the country.

3. Advancing REALTOR^® and Consumer Technology

The third pillar of Myers’ strategic focus centers on technology for both REALTORS^® and consumers, with Realtor.ca serving as CREA’s primary and most valuable digital asset. Recognizing the critical role technology plays in modern real estate transactions, her leadership aims to ensure Realtor.ca remains at the forefront of innovation, continuously adapting to the evolving needs of its users.

Safeguarding Realtor.ca: Ownership, Innovation, and the Future of Canada’s Premier Portal

Addressing the widespread concerns head-on, Janice Myers unequivocally declared, “First and foremost, let me be clear: there is no privatization happening with Realtor.ca. Realtor.ca will remain completely owned by CREA, and REALTORS^® will continue to own it through their membership in CREA.” This definitive statement aims to quell any speculation or fears that Realtor.ca might be sold off to external investors or private entities.

Myers assured that the strategic direction for Realtor.ca is centered on maintaining its integral control while simultaneously enhancing its technological capabilities. The goal is to ensure the platform continues to meet the dynamic needs of both Canadian consumers and the REALTOR^® community it serves.

Unpacking the New Realtor.ca Structure

The future framework for Realtor.ca has been carefully deliberated and solidified through the work of a special task force, subsequently endorsed at a special general meeting. Myers highlighted three core tenets of this new structure:

1. Ownership: Realtor.ca will remain 100% owned by CREA, solidifying REALTORS’^® continued ownership through their membership. This commitment safeguards the platform as an industry-owned asset, directly benefiting its members.
2. Governance: The platform will operate under an independent board and function as a taxable entity. This strategic shift provides Realtor.ca with greater operational flexibility, allowing it to respond more agilely to market changes and competitive pressures, much like a commercial enterprise while still serving its member base.
3. Revenue Reinvestment: Critically, any profits generated by Realtor.ca will be fully reinvested back into the platform. This ensures continuous innovation, technological upgrades, and the development of new features that will benefit both REALTORS^® and consumers, enhancing the platform’s value proposition for all stakeholders.

Myers elaborates on the rationale: “The idea is to provide Realtor.ca with the operational independence it needs to thrive and compete against heavily financed competitors. This structure allows us to diversify revenue streams, reducing our reliance on membership dues and ensuring the platform’s long-term viability.” This proactive approach is designed to position Realtor.ca for sustainable growth and heightened competitiveness in a rapidly evolving digital landscape.

Diversifying Revenue Without Compromising Integrity

A significant concern among REALTORS^® has revolved around how CREA intends to generate revenue from Realtor.ca without compromising its integrity or the interests of its members. Myers was explicit in stating that Realtor.ca would not engage in selling leads to REALTORS^®. Instead, the focus is squarely on exploring alternative, ethical revenue opportunities.

“We’ve identified about 30 different revenue opportunities and are narrowing down to five key areas,” she reveals. “These include leveraging our best-in-class data distribution capabilities, always ensuring that any data shared externally maintains the Realtor.ca brand and benefits our members.” This strategic approach seeks to capitalize on the platform’s inherent strengths while upholding its core values.

The Strategic Importance of Data Distribution

When pressed on whether allowing data-distribution feeds on third-party websites could inadvertently lead to those websites selling leads to REALTORS^®, Myers offered firm reassurance. She emphasized that contractual agreements would explicitly prohibit such practices. Furthermore, she clarified that the data-distribution feeds inherently do not contain member emails or direct contact information. All consumer inquiries will continue to flow directly through Realtor.ca, a model that has been consistently in place and will be maintained. This ensures that the primary connection between consumers and REALTORS^® remains centralized and secure within the Realtor.ca ecosystem.

Myers underscored the paramount importance of maintaining transparency and fostering cooperation with boards and associations nationwide. “We want to ensure that everyone understands where these revenue opportunities are coming from and how they will benefit the entire REALTOR^® community,” she states, emphasizing a collaborative approach to these changes.

While the groundwork is being laid for five specific revenue opportunities, Myers chose to defer publicly disclosing them until she has had the opportunity to present and discuss them directly with the provincial boards and associations. This consultative approach reflects CREA’s commitment to member engagement and transparent decision-making.

“We’re listening to our members and ensuring that any steps we take are in their best interest,” Myers assures. “Our goal is to keep Realtor.ca as the premier consumer portal in Canada, owned and operated by the industry for the industry.” She concludes, “Realtor.ca is a crucial asset for our industry. By giving it the independence to innovate and compete, we’re ensuring it continues to serve the needs of consumers and REALTORS^® effectively. This is about building a sustainable future where our platform can grow and adapt alongside the industry.”

The structural change to remove Realtor.ca from CREA’s not-for-profit arm addresses a critical concern: maintaining the association’s not-for-profit status. By operating Realtor.ca as a taxable entity with an independent board, CREA gains greater flexibility in generating revenue – revenue that Myers explicitly states will be reinvested directly back into the platform, ensuring its continuous development and competitiveness.

Enhancing Transparency: Understanding the Realtor Cooperation Policy

In addition to the transformative plans for Realtor.ca, the new Realtor Cooperation Policy has generated significant discussion across the Canadian real estate landscape. This policy, which limits the use of exclusive listings, has consistently sparked intense commentary and debate. Naturally, I sought Myers’ insights on this important development.

The Rationale Behind the Policy

“The primary driver for the new exclusive listing policy is consumer demand for transparency,” Janice begins. “We’ve seen a growing call from buyers and sellers alike for more openness in the real estate process. This policy is a response to those demands.” The core of the new rule mandates that any property marketed publicly must be listed on the MLS^® system within three days of public advertising. This strategic move aims to ensure that all consumers have equitable access to property information, thereby leveling the playing field for potential buyers and reinforcing the integrity and public value of the MLS^® system.

Balancing Transparency with REALTOR^® Practice

The policy has elicited a spectrum of reactions from the real estate community. Some agents express concerns that it might inadvertently push exclusive listings further underground, while others worry about its potential impact on established marketing strategies. Myers acknowledges these concerns, but emphasizes the overarching benefits of the policy.

“We understand that there are scenarios where exclusive listings can serve a purpose,” she explains. “However, the policy doesn’t eliminate the possibility of exclusives entirely. It simply ensures that once you begin publicly marketing a property, it receives the broad exposure that only the MLS^® can effectively provide.” This nuanced approach seeks to strike a delicate balance between enhancing transparency and preserving legitimate client choices.

Janice further highlights that the policy respects both transparency and consumer autonomy. “If a seller has legitimate privacy or security concerns, they absolutely can still choose to keep their listing exclusive. The key distinction is that once public marketing commences, the property should become accessible to all potential buyers through the MLS^®, ensuring fairness and broad reach.”

For REALTORS^® navigating this updated policy, Myers advises transparent and open communication with clients. “It’s crucial to have honest conversations with your clients about their options and the undeniable benefits of MLS^® exposure. REALTORS^® have an ethical duty to act in their clients’ best interests, and this policy actively supports that principle by promoting enhanced transparency and healthy competition within the market.”

Navigating Commission Structures: Canada vs. US Landscape

The real estate industry in the United States is currently grappling with several high-profile class-action lawsuits that fundamentally challenge the traditional structure and disclosure methods of real estate commissions. These legal and regulatory pressures are poised to significantly reshape commission practices south of the border, leading to widespread industry introspection.

Distinct Approaches to Commission Disclosure

Myers adeptly points out that while the Canadian and U.S. real estate industries share certain operational similarities, there are profound and critical differences in their approaches to commission structures. “In Canada, we operate within a much more transparent environment regarding how buyer agents are compensated,” she explains. “Over 80 percent of transactions in Canada involve written service agreements that clearly outline how agents are paid, ensuring complete transparency for all parties involved in the transaction.” This contractual clarity sets the Canadian market apart, providing consumers with upfront information and minimizing ambiguity.

Canada’s Robust Regulatory Environment

A key distinction Myers emphasized is the strength and comprehensiveness of Canada’s regulatory environment. “Our regulatory framework is robust and meticulously designed to protect consumers,” she states. “This includes clear guidelines on commission disclosure, as well as distinct definitions and expectations for the roles of buyer and seller agents.” This structured regulatory approach helps to preemptively address and mitigate many of the concerns that have fueled the recent lawsuits in the U.S. Furthermore, it is noteworthy that the existing lawsuits in Canada challenging commission structures have not, to date, been certified as class-action suits, underscoring a different legal and market reality.

A Confident Path Forward for CREA and Canadian REALTORS^®

Janice Myers’ initial 100 days as CEO of CREA have unequivocally laid a strong and promising foundation for the future of Canadian real estate. Few individuals could have stepped into this demanding role with her unparalleled level of qualification, deep industry knowledge, and acute understanding of the complex challenges facing the sector today.

Leaving our extensive meeting, I felt a profound sense of confidence that CREA and, by extension, the broader Canadian real estate industry, are indeed in exceptionally capable hands. Even on contentious issues where disagreements might arise, Myers’ demonstrated openness, unwavering transparency, and genuine willingness to engage in constructive dialogue are immensely reassuring qualities that inspire trust and foster collaboration.

It is now abundantly clear why those I consulted prior to this interview expressed such palpable excitement about her ascension to the CEO position at CREA. I share in that anticipation and am genuinely eager to witness the strategic initiatives and positive transformations she will undoubtedly bring to fruition. While she undeniably has her work cut out for her, all prevailing signs point toward a successful and impactful tenure.

If we conduct a follow-up interview with Janice Myers in 12 months, what specific accomplishments would you hope she achieves within that timeframe? Please share your thoughts and expectations in the comments section below.

Disclosure: To maintain full transparency with our valued readers, it is important to note that CREA is an advertising partner of Real Estate Magazine. This existing relationship does not, in any way, influence our editorial content, nor has CREA ever requested or exerted influence over any specific coverage.