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Heading into 2026, a REB top agent said that adaptability, creativity, and strong market knowledge will give property professionals an edge, helping them stand out as trusted experts and drive more leads.
Torres Property chief executive officer (CEO) Will Torres has shared with REB how agents can bring adaptability and creativity into their roles, helping them become all-rounders who can approach a broad range of tasks.
He said adaptable, creative agents can stand out, draw potential sellers’ attention, and boost the effectiveness of their prospecting, listings, and negotiations.
As the property market constantly evolves, Torres said agents needed to adapt to all circumstances to assist their clients effectively, which will in turn boost their reputation.
He added that with a well-rounded understanding of the market, professionals can act as trusted advisors rather than simply sticking to the typical duties of a real estate agent.
“The phone call made by someone who's a typical real estate agent is very simple and is often: Are you listing, are you looking at listing, or are you looking at selling?” he told REB.
On the other hand, he said that an agent who has studied the market would let the vendors know whether it was the right time to sell and how to achieve the best possible selling price.
“That's why an all-arounder agent that understands the market and is confident in their ability, not just to take on any listing for the sake of just saying, I've got a listing, but for the sake of the greater good for the client,” he said.
While being an all-rounder comes with experience and desire to learn, Torres said that agencies’ directors also have a role to play by answering questions and discussing the current market.
“If they've got a question or a challenging situation, principals need to be accessible for their agents.”
Torres said that principals could foster growth by first letting their agents talk and try to find an answer on their own.
“So they can then sound it out, spitball ideas, and then you can give them advice on what might be a better approach.”
In addition to being adaptable, Torres said that by thinking creatively, agents can broaden their perspectives, allowing for new ideas and ways of approaching prospecting, listings, selling and negotiating to get better results.
“How am I going to get someone's attention by doing something creative in my marketing as a way of prospecting?”
“When I list something, how can I be creative by video or by paper when I sell the same thing? When I negotiate, what story can I tell and control that narrative?”
He said that creativity has allowed agents to be impactful and memorable for potential clients.
Torres encouraged agents to explore their creative niche by seeking feedback from colleagues or marketing managers and reviewing existing campaigns to ensure their ideas are viable.
“The culture that we have at Torres is, it's a very shared culture; we share ideas, marketing and creativity by asking questions and opinions.”
“And then a snowball effect [happens] from there, and it works to become that creative campaign for that property,” he concluded.
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