For decades, hitting a sales benchmark or earning a spot in an elite club has been a hallmark of Realtor success. But as some brokerages reassess how to recognize performance and consumers place greater weight on service and transparency, many are beginning to question whether traditional awards remain the best measure of a great agent.
For Marc Baskin of Re/Max Real Estate Centre, achieving the Top Individual in Sales for Georgetown in 2024 was the result of hard work and “a little bit of luck.”
“Hitting a new award tier is nice because it is feedback that I am getting better at what I do,” said Baskin. “It feels great to hit that next level, especially when you planned on doing it.”
Re/Max celebrates its Realtors’ accomplishments with a yearly awards gala where all Realtors are invited, regardless of their award level.
“I remember when I was starting, the more experienced agents told me to come out to the awards — even if I wasn’t winning anything,” recalls Baskin. “I found it was good to be around that kind of celebration when first starting out. It shows you it is possible.”
Different brokerages, different awards
Most brokerages have their own set of awards depending on the number of successful transactions or total gross sales. However, the names of these awards and the criteria for them vary from brokerage to brokerage.
For example, Chairman’s Club at Re/Max recognizes Realtors who have earned $500,000 to $749,999 in yearly gross. However, that same award at Royal LePage is presented only to the top one per cent of Realtors across Canada.
While these awards and their meaning may confuse consumers, they can still offer some legitimacy for those looking for a well-seasoned Realtor to represent them on their next deal.
“The different names of the awards … I don’t think the clients know exactly what they mean. I don’t think anyone has picked me solely based on an award, but I do think it helps,” said Baskin. “It shows a proven track record.”
Going against the grain
One brokerage that has gone against the grain by moving away from awards entirely is Revel Realty.
“Revel has always believed that the motivation to sell a home should be rooted in the genuine intention to serve clients, first and foremost,” said Dean Serravalle, Revel Realty’s broker of record. “From the onset, we felt brokerage awards didn’t communicate this message to our clients and colleagues, so we sought to revolutionize this mindset entirely.”
While being celebrated with a physical award is confirmation of a job well done, Baskin recognizes that it is not the sole measure of success.
“All the deals mean more than an award. Getting a friend’s dad’s house sold for a great price or helping someone purchase a great home when they were renting means a lot,” said Baskin. “The awards are amazing, but when you get great feedback from the work … (that) is more important.”
Relationships > awards
Both Baskin and Serravalle agree that, awards or not, a Realtor’s biggest achievement is the relationship fostered between them and their client.
“A Realtor’s measure of excellence is the trust they have achieved from their clients,” said Serravalle. “We believe buyers and sellers seek out professionals who will work hard, and with integrity, to fulfil their real estate pursuits.”
Rather than creating ends- or commission-based awards, Revel recognizes Realtors who perform at high levels by encouraging them to become leaders.
“The majority of our top agents … have diversified their business pursuits through leadership roles within our company,” said Serravalle. “The intangible rewards translate into tangible sales results … creating a positive work environment that thrives on celebrating the success of everyone we work with.”
Working toward common goals
Moving away from an awards-driven mentality can change the narrative from outdoing colleagues to working together toward common goals.
“All business is collaborative in nature, to some degree,” said Serravalle. “We have simply found much more success, and a positive work culture when we help one another achieve our goals and aspirations.”
While Realtors are the ones who receive these accolades, those who keep the real estate machine humming behind the scenes often go unrecognized.
“The award that I wish did exist is one for the admins … or the (person who) cleans the carpets or fixes our computers. I know a lot of them work hard and do a good job,” said Baskin. “Maybe even an award for my wife for the nights I’m late getting home. A lot of great things can be said about the people who work in the company that keep everything rolling …”
For Baskin, the managers and brokers who assist with their time, knowledge and experience also go a long way.
“I have had amazing brokers; I have learned so much from each one. All these people deserve recognition,” said Baskin. “I am lucky to have a lot of great people around me.”
Fewer rewards, less stress?
Baskin warns Realtors who are chasing the satisfaction of earning a new award level not to be too hard on themselves.
“I see new agents and how excited they get with the awards, and it makes me happy for them. If they want it, they will get it. I wouldn’t put too much pressure on that,” said Baskin. “The awards are great to help keep you motivated and looking for the next people to help.”
For brokerages thinking of following in Revel Realty’s footsteps by eliminating awards, Serravalle says, “Go for it.”
“It hasn’t hurt us at all,” said Serravalle. “If anything, it lowers stress levels.”
Having stepped into the world of real estate as a receptionist over a decade ago, Diana worked in the industry at different capacities and climbed the ladder since. She has supported Realtors as a front desk assistant, organized incoming paperwork as a deals admin, and processed closings as a head-office accountant. Working at several brokerages gave her insight into their inner workings, from recruiting, social media marketing, commission payouts, and everything in between.
The face of real estate is often portrayed as a confident Realtor, but the hardworking cogs within the real estate machine — office admins, assistants, receptionists, and clerks — are often forgotten. Using her real estate and journalism experience, Diana sheds light on everything going on behind the scenes, while keeping the machine humming along.