As uncertainty across the border reshapes the economic landscape, a clear trend has emerged: businesses and consumers are rallying behind Canadian brands, and real estate is no exception. In times of American political and economic volatility, people are placing trust in homegrown companies that understand their values, their needs and their communities.
For many real estate agents and brokerage owners, this has meant reevaluating affiliations and seeking out partners whose culture, training and even tools are rooted here in Canada. The shift is unmistakable — consumers and companies alike are “Canadianizing” — moving away from American companies that no longer fit their business needs and personal values.
American business models don’t translate cleanly. Real estate brokerage looks similar in Canada and the U.S., but the operating realities are very different.
Canadian regulation, data access, compliance, agency rules, marketing standards and even consumer expectations differ from U.S. practices. Yet, when large American franchisors deliver technology, training and marketing systems to their Canadian franchisees, those systems and tools are designed and built for the U.S. market first.
They almost work here — but not quite. And, widespread Canadian agent dissatisfaction with the tools and tech they’re sold is the proof point.
Canada represents a small fraction of these franchisors’ overall agent count. The U.S. market is so large that it inevitably absorbs the attention of its senior leadership, product roadmaps and investment decisions. Canadian REALTORS® working for American real estate companies end up having to adapt U.S. materials and tools that weren’t designed with them — or their clients — in mind. And often, they end up paying for something they simply don’t use at all.
Put bluntly, Canadian agents who pay fees to these brands are not a priority for these U.S. companies.
Royal LePage, in contrast, is structured very differently.
Everything we build is designed for Canadian brokers, teams and agents. Every executive, training expert, IT professional and member of a support team all live and work in Canada, in the same communities alongside Royal LePage agents and consumer clients.
We do extensive research to understand the unique aspects of the Canadian economy and the needs of commercial and residential real estate clients, and then we design and build solutions tailored specifically for our markets.
Canadian REALTORS® are not an afterthought. They are the reason we exist.
Flight to Canadian
At Royal LePage, a proudly Canadian company since 1913, we’ve seen some of the most significant brokerage conversions in our history over the past two years. Since the start of 2024, we have welcomed more than a thousand real estate professionals who previously operated under major American banners.
This year alone, more than 750 agents and staff joined our network in Ontario from Royal LePage® Real Estate Associates, Royal LePage® Integrity and Royal LePage® Our Neighbourhood.
And, momentum in the West has been strong over the past two years, with more than 350 professionals joining in British Columbia to form Royal LePage® ELITE West and Royal LePage® Little Oak.
These are not isolated wins. They represent a broader realignment of industry loyalty and confidence.
Outpacing the competition
While U.S. companies have lost nearly 2,000 agents in 2025, Royal LePage has grown by more than 850 agents, representing a 4.4 per cent increase at a time when the industry overall has contracted by more than three per cent.
Market share gains over the past several years point to a brand that is not only resilient but thriving. As the “Buy Canadian” movement surges, Royal LePage is helping more and more REALTORS® build meaningful and profitable careers.
Why brokers are driving the switch
The reasons are practical as much as they are cultural.
At the core are products, services and training built for our market. Take rlpSPHERE®, Royal LePage’s AI-powered digital ecosystem, as a prime example. It integrates advanced lead generation, a smart CRM, marketing automation, analytics and personalized agent websites — all tailored specifically to our regulatory requirements and Canadian consumer behaviour and buying patterns.
Our training programs and coaching tools are built for Canadian realities, not repurposed from a U.S. template with afterthought metric conversion. And because every level of service — from executive leadership to just-in-time tech support — is based right here in Canada, franchisees get fast answers from real people who understand their business, not a pass-around through an outsourced help centre.
New voices from our network
“We were truly excited to join an authentically Canadian real estate company that leads the industry in branding, technology, education and support. These unmatched resources empower our agents to deliver exceptional service to their clients. Our move to Royal LePage represents a powerful combination of innovation and stability – a win for both our agents and the clients we serve.” – Sunny Daljit, Broker Owner, Royal LePage Real Estate Associates
“Royal LePage was the clear choice as the brand is an established leader in the Canadian real estate industry, and best positioned to continue setting the bar for years to come. The company is made by Canadians for Canadians. This is evident in how its agents interact with their network of peers and staff.” – Andrew Bracewell, Broker Owner, Royal LePage Little Oak
“Partnering with a Canadian-based titan like Royal LePage signifies more than just a strategic move; it’s a commitment to enhancing the long-term profitability and security of our agents and their businesses. In today’s dynamic real estate landscape, where technology and information are at the forefront of our industry, aligning with a reputable brand will empower our agents to nurture their most valuable assets – their clients.” – Terri Spilsbury, Broker Owner, Royal LePage ELITE West
A brand built in Canada, for Canadians
Royal LePage is more than a franchise system. It’s a community.
The culture is visible in our philanthropic work through the Royal LePage® Shelter Foundation™, the largest public foundation in Canada dedicated exclusively to supporting women’s shelters and funding violence prevention research and education. Our network raised over $4.5 million for the cause last year alone.
When agents choose Royal LePage, they join a company with shared values and a shared purpose.
Discover what sets Royal LePage apart. Visit royallepage.ca/joinus.