This weekend, an email landed in my junk folder, where it belonged. The subject line was unremarkable, but the offer inside was worth a double take:
“Click to purchase Instagram followers. 1,000 for $100,000 for $100.”
The pitch was as absurd as it was revealing. It reminded me of how often the real estate industry—particularly at the marketing level—gets distracted by shiny new toys. Digital gimmicks and trendy tools promise transformation, but often deliver little beyond noise.
This season’s toolkit includes the usual suspects, along with a few rebranded ideas masquerading as innovation:
Artificial Intelligence
Yes, AI is a powerful tool. Used well, it can reframe listing copy or crunch local data. But claims that AI alone “sells homes” are exaggerated at best, misleading at worst. Technology can assist, but it doesn’t replace intuition, strategy, or human connection.
Foreclosure Lists
Sometimes marketed as “Power of Sale” opportunities, these lists are often more about gathering consumer contact information than providing real value. I recently wrote about how distressed sales aren’t always the deal they seem. Informed buyers should beware.
The “Toronto Buyer” Myth
Agents from outside regions—Toronto, Mississauga, Brampton—sometimes position themselves as conduits for urban buyers. But proximity alone isn’t strategy. Local buyers need local representation. Geography matters.
The “#1 Agent” Label
A familiar boast that rarely tells the full story. Sometimes “#1” means top of a small office or a micro-market. With public data available on transactions, it’s worth remembering: there can only be one true number one.
“Cash for Homes” Offers
Wholesalers are stepping up their marketing—handwritten mailers, lawn signs—promising quick closings without agents. But while speed is real, fairness often isn’t. These deals usually benefit the investor, not the seller.
Automated Home Evaluations
Social media ads offering instant home values are another data grab. Without seeing the property, these reports are glorified estimates. Real pricing comes from on-the-ground analysis, not algorithms.
After four decades in this business, I’ve seen dozens of trends come and go. Most fade. What endures? The fundamentals:
Education
Real estate isn’t static. The best agents invest in ongoing learning—negotiation techniques, ethics training, market trends. It’s the invisible framework behind effective representation.
The Phone
Yes, the phone. Not glamorous. Not new. But still the most powerful way to inform, reassure, and connect with clients before, during, and after a sale.
Experience
In the past five years alone, we’ve cycled through buyer frenzies, seller windfalls, and now—balanced terrain. Agents who’ve only worked in hot markets are now being tested. Clients shouldn’t be paying to train their agent.
Consistency
When you hire an agent, you should work with that agent—not just their team. I’ve always believed in guiding clients from first meeting to final signature. It eliminates confusion and builds trust.
Looking back to the 1980s, it’s tempting to say that technology has redefined real estate. And in many ways, it has. But I believe the greater shift—the more dangerous one—is that automation has sometimes eroded personal contact.
The phone still works. A handshake still matters. Relationships—built over time, nurtured with care—remain the cornerstone of this industry.
No gadget can replace that.
If you are interested in a coffee chat to discuss buying or selling a property I can be reached at lindsay@buyselllove.ca or 905-743-5555.
Connect with us on Facebook, Instagram, LinkedIn and YouTube.