Each Wednesday, Real Estate Magazine shares insights, experiences and advice from top-performing teams and agents across Canada. If you’d like to contribute or nominate a colleague or team, send us an email.
With more than 35 years in real estate, Elizabeth McQueen has built her career on consistency, relationships, and a business-first mindset. From her first sale in 1989 to her current status as one of Canada’s top-producing individual agents, McQueen has stayed true to her independent path — proving that in real estate, discipline and authenticity never go out of style.
REM: How did you first get into real estate?
EM: I started in this business in 1989 — I was selling my own house, and the agent did such a bad job that I kept making suggestions. I thought, “If he can make a living at this, maybe I can too.”
At the time, I was working long hours with Agriculture Canada and thought that having my own business would mean more flexibility and less work. How naïve! It quickly became clear that real estate is one of those careers where you get out exactly what you put in.
REM: When did you decide to stay independent — and why?
EM: I’ve always been a solo agent. Back in the ’90s, it wasn’t common to have assistants or teams. When I got my license, I joined Re/Max after less than two months.
I still remember the commercial that got me hooked — “The cream always rises to the top.” I loved that message and knew it was where I wanted to be. I convinced them I worked best under pressure and that my success would depend on my own efforts. Re/Max took me on as a rookie when experience was everything, and I’ve been with the brand ever since. Until last year, I had never changed brokerages.
REM: What were the first key investments that changed your business?
EM: The first was attending conferences — meeting people, sharing stories, and building real relationships. I’m actually quite shy, but events forced me to get out there, focus, and connect with other professionals doing the same.
The second was coaching with the Richard Robbins Group. It was one of the best business decisions I ever made. Coaching taught me to run my business like a business, set goals, and stay accountable.
And the third was hiring Real Marketing, a company in San Diego that handles my monthly mailers. Before that, I tried to do them myself or through an assistant, but consistency was a struggle. With Real Marketing, my mailers go out on time every month — and I can count on calls every time they land.
REM: What advice would you give a solo agent hiring for the first time?
EM: Don’t hesitate. Admin tasks take up too much of your day, and they’re important — but they don’t grow your business. Hire someone so you can spend more time face-to-face with clients. It’s one of the best investments you can make.
REM: What are your top sources of leads today?
EM:
- Marketing mailers — Real Marketing gives me an ROI between 40 per cent and 60 per cent, depending on the year.
- Past clients — stay in touch, comment on their social media, celebrate their family wins.
- Agent referrals — even if I’m not the right fit for someone’s referral, I’ll pass it to another agent. That goodwill always circles back.
REM: What kind of clients are the best fit for your approach?
EM: Most of my clients are repeat or referral — often seasoned investors. That allows for a more conversational, collaborative approach instead of hard selling.
At the luxury end, patience is key. I often set listing agreements for one to two years, depending on price, because timing matters. Markets shift. Interest rates move. But when you’ve built trust, clients know you’ll be ready when the timing is right.
REM: How long does it usually take to get from first contact to a signed listing agreement?
EM: Usually about a week from first contact to a signed listing, though that depends on scheduling. Once we sit down together, we cover everything — pricing, timing, market strategy.
Right now, the market can be unpredictable. Things like stock market fluctuations, new regulations, and the foreign buyer ban all influence timing. That’s why I build flexibility into my listings. For high-end properties, patience and precision are part of the job.
REM: What advice would you give a solo agent with $5,000 a month to invest?
EM: Find what works for your market. For me, it was farming with mailers. For someone else, it might be Google Ads, TikTok, or Facebook. Whatever you choose, stay consistent. It takes time for people to recognize your name — but when they do, it pays off.
Lightning round with Elizabeth McQueen
Market insight: Before the ban, foreign buyers made up less than five per cent of transactions — mostly in luxury. The bigger impact came from local B.C. vacancy taxes, which pushed many Canadians to sell vacation homes they’d owned for decades.
Tech you’d fight to keep: AI. It’s a game-changer for marketing and organization — and it’s only getting better.
Agents fail because… they don’t follow up.
Solo agents win because… they’re consistent and treat their business like a business.
Editor’s note: Elizabeth McQueen answered our questions in September 2025, as part of a feature in a special print edition of REM.
