The shift agents need to make now: from order-taker to trusted advisor.

Here’s what we learned at the AGM.

Let’s start with this: what are your core values?

Take a moment – pen in hand – and write down three values that truly represent how you operate your business. Maybe it’s honesty, education or transparency. Whatever they are, they need to be more than words on a website. These values should shape how you communicate, how you show up and how you build trust.

Now can you recall a time in your business if you’ve ever taken a client who was totally misaligned with how you like to work – just because the deal was there? We’ve all done it. And sometimes those lessons sting.

But what if you didn’t say yes to every lead?

What if, instead, you said yes to the right ones – the ones who align with your values and are navigating life moments where your expertise really matters?

Your values should be more than buzzwords.

If your core values aren’t clearly reflected in your brand – your social media, your listing presentations, even your conversations – you’re blending in with every other agent in a crowded market.

Your marketing should show clients not just what you do, but how you show up when it matters most. Because here’s the real differentiator: people don’t always choose the most experienced agent – they often choose the one who makes them feel understood.

And if you’ve ever lost out on a listing to someone with less experience, you know that it’s true.

The moment people need you most.

Most people don’t wake up thinking, “I need to hire a real estate agent today.” They wake up thinking:

• We’re expecting twins and our condo’s too small.
• My parent passed away and we need to sell the family home but we haven’t even gone through probate.
• I’m going through a divorce and we need to sell the house, but we don’t even have our separation agreement in place.
• My kid is graduating high school this year and we want to buy him a condo to help get him started.

These are emotional, uncertain moments. That’s when people look for a trusted advisor – not someone selling a service, but someone offering clarity, context and calm.

Your values, in action.

Back to your values. Under each of those values, write down what you do in your business to demonstrate them. Do you educate your clients through every stage? Do you practice empathy when emotions are high? Do you lead without pushing?

People can smell inauthenticity from a mile away. So don’t say you value something unless it’s backed by action. As my father used to say, “If you talk the talk, you better walk the walk.”

Brand isn’t just a headshot.

Sure, headshots matter. So does good branding. But strategic partnerships and consistent storytelling matter more.

At REW, we’ve built collaborations with brokerages like Dexter Realty and standout agents like Mary Cleaver with Stillhavn Real Estate Services. You’ve probably seen their articles in our newsletter or on The Guide.These aren’t just branding plays. They’re alignment plays – partnerships based on trust, professionalism, and shared values.

The agents who are winning? They’re not shouting louder. They’re showing up smarter, with a sharper message that resonates with the right audience so they can be found in the right places.

The future of the agent: a “life needs advisor.”

At the Pacific West Conference, an R-Labs survey revealed something powerful: The agent of the future isn’t just a negotiator or marketer. They’re a life needs advisor; someone who helps people navigate transitions with skill, sensitivity and smarts.

That means:

• Using emotional intelligence in every transaction.
• Offering deep insight into neighbourhoods and market trends.
• Guiding people through the nuances of what’s possible, not just what’s for sale.

So, what’s next?

Start here:

1. Know your last five clients. What were they going through?
2. Know their fears. What were they most unsure about?
3. Know your message. Can you speak to that pain point in your marketing?

If you can tell a story that reflects those values and life moments, you’ll never have to “sell” yourself again. Your brand becomes the beacon that draws in the people you’re meant to serve. Because at the end of the day, the agents who lead with heart, values and real strategy? Those are the agents building trust. And trust is the future of real estate.