What Clients Need Most from Their REALTOR® In 2026, According to Other REALTORS®

Home buyers are faced with more information than ever before, all right at their fingertips.  

With all that information to sift through, working with a REALTOR® is as important as ever with clients looking for trusted guidance to help sort through it all. Technology, the internet and artificial intelligence (AI) can’t replace the value of local expertise, skilled negotiation and clear communication. 

We spoke to long-time REALTORS® from around Canada to hear what they think about what clients’ need from their REALTOR® in 2026. 

Trusted communication, and meeting clients where they are

Phil Moore, a REALTOR® and salesperson with RE/MAX Crest Realty in Burnaby, British Columbia, says clients are looking for trusted communication.

“To provide the best service, I think we have to be great listeners first,” he says. “Every client is different. Some want constant communication, while others just want to know you’re looking after them. 

“It’s about understanding their goals, being responsive, explaining things in plain language and giving honest advice, even when it’s not always what they were hoping to hear. That’s how trust is built.”

It’s about understanding their goals, being responsive, explaining things in plain language and giving honest advice, even when it’s not always what they were hoping to hear. That’s how trust is built.”

Phil Moore, REALTOR® and salesperson

Advice based on experience, especially for first-time home buyers 

A REALTOR®’s experience is paramount and is built on hours spent evaluating properties, says Dwayne Simmons, from Century 21 Prospect Realty in Yellowknife, Northwest Territories. 

“Yellowknife has been a relatively low inventory market for the last few years, which has ballooned our market quicker than normal,” he says. “As a result, with any hot market, overpricing can be an issue. People need to know when buying what is overpriced and what's not. Having a professional that would never put making a sale over the client's outcome is valuable, and that’s how I operate.”

Simmons says that, in his experience, he finds buyers in younger generations are less interested in building home equity through upgrades, citing a lack of skills in areas such as carpentry and plumbing, as well as rising contractor costs. That’s where an experienced REALTOR® can make a difference.

“I think they are overpaying for properties, especially when they're new to the market, to avoid either of those scenarios,” he says.

Having a professional that would never put making a sale over the client's outcome is valuable, and that’s how I operate.”

Dwayne Simmons, REALTOR® and salesperson

Understanding market conditions, and being honest 

Patricia Houlihan, with Century 21 In Town Realty in Vancouver, British Columbia, says being honest about the state of the market and offering concrete advice to a client are the pillars of building client trust. 

“Buyers need to understand that this is a great time to be buying real estate,” she says. “They may never see such a favourable buyers' market again. Rates are good, selection is amazing and bargaining power is strong. 

“Sellers need to price properly if they want to sell and move on with their lives. We are likely seeing the bottom of the detached market. However, as we move into more balanced conditions, we are unlikely to see another run like the one we have seen over the past 20 years.”

Embracing technology to enhance client experience 

In the digital age, speed of communication is paramount, from the clients’ perspective, Moore says. 

Today’s clients often arrive with extensive research already completed. They've followed market headlines, compared listings online and researched potential REALTORS®. What they're looking for is someone who can interpret that information, provide context and help them make confident decisions.

“Clients expect quick responses, digital convenience, electronic signatures and access to information almost instantly,” he says. “We should embrace those tools because they make the process more efficient. But technology doesn’t replace experience, local market knowledge or professional judgment. Those are the things that help clients make good decisions.”

Technology doesn’t replace experience, local market knowledge or professional judgment.”

Phil Moore, REALTOR® and salesperson

Markets change, says Cailey Heaps, president and chief executive officer of Heaps Estrin in Toronto, Ontario, and clients fundamentally need clarity, confidence and someone they trust to help them make informed decisions in an increasingly complex environment.

“Technology and AI are changing how we work, and we're enthusiastically embracing both,” she says. “We see them as tools that allow us to spend less time on administrative tasks and more time doing what clients value most: listening, advising and building trusted relationships. 

“We believe real estate deserves a decidedly human approach, where technology enhances relationships rather than replacing them.”

We believe real estate deserves a decidedly human approach, where technology enhances relationships rather than replacing them.”

Cailey Heaps, REALTOR® and broker of record

Behind every transaction is a life transition, she adds. “The best agents don't simply understand the market – they understand the people navigating it,” says Heaps. “Markets and technology will continue to evolve. The importance of trust, judgment and genuine human connection won't.”