Expert: Market Momentum Is Slowing – But Trusted Real Estate Professionals Are Rising

Canada’s real estate market is navigating one of its most uncertain chapters in years. Interest rates are softening, but affordability remains out of reach for many. Inflation is still a concern, consumer confidence is fragile, and global tensions continue to shape economic uncertainty. In this kind of environment, real estate decisions are no longer just transactional – they’re deeply personal and increasingly high-stakes.

Today’s buyers and sellers are navigating more than just listings and mortgage rates. They’re weighing questions about job stability, long-term affordability, family priorities, and whether now is the right time to make a move. From coast to coast, we’re seeing the ripple effects of that caution: sales are slowing, inventory is rising, and confidence is uneven.

Across the Greater Toronto Area in April this year, residential transactions were down 23% compared to 2024, with the average home price holding steady at just under $1.1M. Vancouver saw a 13% year-over-year drop in sales volume, despite a 38% increase in inventory. These numbers reflect a broader trend not of collapse but of recalibration.

It’s during these periods of greater uncertainty that the role of a real estate agent evolves from a deal-maker to a true fiduciary. Clients don’t just need someone to unlock doors; they need someone who can help them see around the corner. At Sutton, we’re bringing this transformation to the profession.

Real Estate Professionals as Strategic Partners

For clients facing high-stakes decisions, a trusted agent can become a steadying force by offering clear, confident advice tailored to each person’s life goals.

“In today’s market, people are overwhelmed. There’s too much noise – headlines, interest rates, financial pressure,” says Kirk Fournier, a top-producing real estate professional with Sutton Quantum in Oakville, Ontario. “I’ve had clients walk in thinking they should wait five years, and others thinking they need to sell tomorrow. My job is to quiet the panic and help them make informed, realistic choices based on their individual situation.”

This means real estate professionals need more than sales skills – they need financial literacy, local market insight, and the ability to have honest conversations about risk. When clients ask, “Should I wait?” or “Can I afford this?” they aren’t just looking for reassurance, they’re looking for real answers.

“It’s not a standard part of the education and licensing process to learn and implement statistical analysis, but the need is there and real estate professionals need to step up,” says Kirk.

“For years we’ve been tracking median average prices so that our clients know the latest trend and can make an informed decision on when is the right time for them to buy, sell, or even rent. You can’t just google this kind of stuff, and that’s what makes Sutton real estate professionals valuable, bringing information to their clients they can’t get anywhere else,” Kirk explains.

Understanding the Bigger Picture

What’s shifting in this market isn’t just price or volume, but expectations. Clients today are looking for advisors who understand how real estate fits into their broader life story: marriage, retirement, inheritance, relocation, and financial planning.

“Sometimes the right move is waiting,” says Basil Nichols, a real estate professional with Sutton Landmark Realty in East Central, Alberta, who helped over 50 clients buy or sell their homes in the last year. “I’ve told clients not to buy right now, not because the market’s bad, but because it’s not the right time for them. That kind of trust is what brings them back when the time is right.”

This patient, strategic approach is helping real estate professionals build lasting relationships. In many cases, the advice given today, even when it delays a transaction, is what secures a client for life.

Turning Complexity Into Clarity

While affordability challenges persist, opportunities still exist, especially for well-informed buyers and investors who are looking at the long-term horizon. Many of today’s most successful real estate professionals are those who can translate macroeconomic trends into practical, local insights.

That includes understanding shifts in municipal policy, such as new housing initiatives, zoning changes, and regional development plans. It also means staying on top of financing tools and alternative ownership models that could benefit clients in non-traditional situations.

“I spend as much time educating as I do negotiating,” adds Basil. “It’s part of my responsibility as a professional to help clients understand what’s changing and how to navigate it with confidence.”

Trust Is the Differentiator

While technology and data have transformed the real estate process, the human element remains at the heart of every transaction. In markets like today’s, where uncertainty is high and timelines are longer, trust becomes the most valuable asset an agent can offer.

For brokerages, this means empowering real estate professionals with the tools, insights, and ongoing education they need to serve as true advisors. For clients, it means having a professional in their corner who can help them block out the noise and make decisions that are grounded in long-term value.

“I want my clients to feel like they’re making the best move, not the fastest one,” says Basil. “That’s how I measure success.”

A New Standard of Professionalism

As Canada’s real estate market continues to evolve, so too does the standard for what it means to be a real estate professional. This is a moment that rewards care over speed and strategy over reaction.

At Sutton, we believe this is a positive shift – one that reflects our industry’s highest purpose: to help people move through life with confidence and clarity. And in times like these, that mission has never been more important.

This article is authored by Gonzalo Alatorre, Chief Marketing Officer at Sutton Group. Sutton is redefining what it means to own and purposefully manage the most important asset for most Canadians: their homes.