trend 04:
community connections
Homebuyers in Canada are looking for communities that foster a sense of belonging.
of Canadians say community spaces are something they look for
when buying a home.⁵
56%
As one of the leading global real estate franchisors, RE/MAX, LLC is a subsidiary of RE/MAX Holdings (NYSE: RMAX) with more than 140,000 agents in almost 9,000 offices with a presence in more than 110 countries and territories. RE/MAX Canada refers to RE/MAX of Western Canada (1998), LLC, RE/MAX Ontario-Atlantic Canada, Inc., and RE/MAX Promotions, Inc., each of which are affiliates of RE/MAX, LLC. Nobody in the world sells more real estate than RE/MAX, as measured by residential transaction sides. RE/MAX was founded in 1973 by Dave and Gail Liniger, with an innovative, entrepreneurial culture affording its agents and franchisees the flexibility to operate their businesses with great independence. RE/MAX agents have lived, worked and served in their local communities for decades, raising millions of dollars every year for Children’s Miracle Network Hospitals® and other charities. To learn more about RE/MAX, to search home listings or find an agent in your community, please visit remax.ca. For the latest news from RE/MAX Canada, please visit blog.remax.ca.
This report includes "forward-looking statements" within the meaning of the "safe harbour" provisions of the United States Private Securities Litigation Reform Act of 1995. Forward-looking statements may be identified by the use of words such as "believe," "intend," "expect," "estimate," "plan," "outlook," "project," and other similar words and expressions that predict or indicate future events or trends that are not statements of historical matters. These forward-looking statements include statements regarding housing market conditions and the Company's results of operations, performance and growth. Forward-looking statements should not be read as guarantees of future performance or results. Forward-looking statements are based on information available at the time those statements are made and/or management's good faith belief as of that time with respect to future events and are subject to risks and uncertainties that could cause actual performance or results to differ materially from those expressed in or suggested by the forward-looking statements. These risks and uncertainties include (1) the global COVID-19 pandemic, which has impacted the Company and continues to pose significant and widespread risks to the Company’s business, the Company’s ability to successfully close the anticipated reacquisition and to integrate the reacquired regions into its business, (3) changes in the real estate market or interest rates and availability of financing, (4) changes in business and economic activity in general, (5) the Company’s ability to attract and retain quality franchisees, (6) the Company’s franchisees’ ability to recruit and retain real estate agents and mortgage loan originators, (7) changes in laws and regulations, (8) the Company’s ability to enhance, market, and protect the RE/MAX and Motto Mortgage brands, (9) the Company’s ability to implement its technology initiatives, and (10) fluctuations in foreign currency exchange rates, and those risks and uncertainties described in the sections entitled “Risk Factors” and “Management’s Discussion and Analysis of Financial Condition and Results of Operations” in the most recent Annual Report on Form 10-K and Quarterly Reports on Form 10-Q filed with the Securities and Exchange Commission (“SEC”) and similar disclosures in subsequent periodic and current reports filed with the SEC, which are available on the investor relations page of the Company’s website at www.remax.com and on the SEC website at www.sec.gov. Readers are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date on which they are made. Except as required by law, the Company does not intend, and undertakes no duty, to update this information to reflect future events or circumstances.
About the RE/MAX Network
Search Listings
Find a RE/MAX Agent
Sign-Up For Our Newsletter
The Future of Real Estate
(Canada 2023)
Following the separation and isolation of recent years, homebuyers in Canada are re-evaluating just how important community is. But exactly what constitutes a “sense of community” differs between generations. Older Canadians are more likely to feel a sense of belonging in neighbourhoods, while younger generations are on the hunt for ways to foster new kinds of collective identity and stability – intentional living through community is growing in popularity in more ways than one. ¹ ²
Looking beyond how to foster connections on an individual level, new immigration policies and changes around exclusionary zoning practices are shining a light on how the physical and social infrastructure in Canada is evolving too.³ ⁴ With this in mind, people are looking to real estate agents for assurances that the areas they are buying into have the foundations and infrastructure to sustain more inclusive and collective ways of living.
Matheus Bertelli 2020
In a time of social upheaval, homebuyers are increasingly valuing the added sense of safety and wellbeing that comes from close relationships with those around them.⁸ While some groups of people may find connection more valuable – for example, seniors or those with young families – the importance of neighbourhood and “community” rank highly for homebuyers across generations.
Looking beyond basic social touchpoints such as parks and squares, buyers are seeking out neighbourhoods that have the right kind of community structures and networks to support active community participation as well as a sense of cohesion. As a result, buyers are looking for real estate agents who can help them to understand the social fabric of the community and locate the right kind of neighbourhoods to meet their needs when it comes to community. In many ways, agents may serve as intermediaries, helping people to not only find a house that meets their needs, but also a community where they can see themselves fitting in.
Homebuyers in Canada want opportunities to build deeper community connections.
I think being in a community is what a lot of buyers are looking for, which I think goes back to location [...] finding the right location to serve their needs.”
We happen to be bordered by communities that are very active. A community west of us has one of the best community associations in the city and they’ve got lots of great amenities, so we really wanted to be close to it.”
What this means for the future of housing in Canada
People are increasingly on the hunt for community, and they’re paying close attention to the details that will allow them to achieve their ideal version of it. As the dial continues to turn towards the collective, people will increasingly prioritize housing and community infrastructure that helps not just themselves, but also those around them.
There’s an opportunity for real estate agents to embed themselves even more deeply into their communities, becoming an expert on not only the amenities, but also the local culture. People may be looking for someone who can give them a great deal, but they’re also looking for someone who can help them find a place where they can connect with and care about those around them.
–Ken Greenberg, former Director of Urban Design and Architecture for the City of Toronto.
Covid pushed us hugely in the direction of community gathering. When we couldn’t gather indoors in the ways that we traditionally did, people started using parks, squares, and streets, and eating outdoors in cafes, more than they had ever done before.”
–eXp, real estate agent
Zen Chung 2020
What this all means for the real estate agent.
Click here for insights.
What this all means for the consumer.
Click here for insights.
Melike Benli 2020
–Alisha, repeat homebuyer, Alberta
–Denise, repeat homebuyer, British Columbia
We live in a little pocket of Vancouver that’s really starting to develop and they’ve got a plan to develop out the community in this area in the next 25 years. That’s why we always thought if we were to buy another home it would be in this area, because there is really high potential for growth.”
In seeking the right community or neighbourhood in addition to an ideal home, homebuyers are increasingly valuing homes based on the strength of community and social infrastructure surrounding them. Especially for first-time or younger buyers, who often find themselves priced out of their first-choice neighbourhoods or are investing in newer, less-established community structures, the need for real estate agent support in spotting value and opportunities for community in new spaces is clear.
Yet with construction and the demographic makeup of neighbourhoods and cities continually in flux, buyers are turning to realtors for reassurance around the longevity and health of their community moving forward.⁹ Valuing the strength of community as an investment along with the home, the need for realtors to deepen their awareness and education when it comes to the wider context and future of neighbourhoods in which they operate is clear.
People are looking to invest in areas where there is strong community potential.
Michael Burrows 2021
1. ‘Almost half of Canadians report a strong sense of belonging to their local community’. Statistics Canada. August 2022.
2. ‘Cohousing Hamilton’. Cohousing Hamilton.
3. ‘How will Canada’s express entry change in 2023?’. CanadIm. November 2022.
4. ‘The ambitious housing plans at the center of Vancouver, BC’s, October Election’. Sightline Institute. October 2022
5, 6, 7. Canvas8 Future of Real Estate CA 2022 QB5, Base=All respondents n=2030
8. ‘Having someone to count on, January to March, 2022’. Statistics Canada. August 2022.
9. The future of cities. Exploring an experience-centric model for Canadian cities. KPMG. February 2022
10. ‘Buying a home has never been so unaffordable in Canada’. Royal Bank of Canada. September 2022.
11. ‘Apartment, row house space outpaces single detached homes: census’. CTV News. April 2022.
12. Canvas8 Future of Real Estate CA 2022 QX3b (26%), Base=Homeowners n=1652
13. Canvas8 Future of Real Estate CA 2022 QB6, Base=Homeowners n=1652
14. ‘Housing is both a human right and a profitable asset, and that’s a problem’. The Conversation. December 2021.
15. Canvas8 Future of Real Estate CA 2022 QX3b, Base=Homeowners n=1652
16. Canvas8 Future of Real Estate CA 2022 QX4b, Base=All past/ prospective buyers n=1911
PNW Production 2021
of Canadians say a vibrant local community is something they look for when buying a house.⁷
56%
of Canadians say that the safety of a neighbourhood is a top priority when deciding where to buy.⁶
73%
Cedric Fauntleroy 2021
We like that there are more families and more people around. I find there are lots of people outside walking all the time, there are lots of children playing outside.”
–Alisha, repeat homebuyer, Alberta
–Ken Greenberg, former director of urban design and architecture of the City of Toronto
If you live in a neighbourhood, there may be places that have become shared things – like community gardens, or places to pursue a hobby. It’s not just about the swimming pool and the condo, it’s about all those other shared aspects of life. This is a profound rethinking of what we need and what we really want.”
of Canadian homeowners say they own their home by themselves, compared to 84% who say they own their home with at least one other person.¹⁵
16%
In the face of limited affordable housing and the demise of single-person starter homes, people are finding innovative ways to get onto the property ladder.¹⁰ ¹¹ Working to combat issues like loneliness, and support the inclusion of vulnerable populations, interest is moving towards new models of home-sharing and co-living. Increasingly seeking new alternatives, a quarter of homeowners (26 per cent) say they purchased a home under co-ownership with family and friends, and 26 per cent of current owners say that marketability (e.g. for short-term vacation rental) is extremely important to their choice of home.¹² ¹³
As a re-evaluation of what social and inclusive living should look like takes place on a personal and policy level, moves to ensure that people and communities are at the heart of the market are evolving in Canada. Zoning laws, diversified housing options, and conversations around investment buying aim to address the ‘missing middle’ shaping many Canadian cities.¹⁴ As such, people are looking for real estate agents who can showcase an understanding of local communities and its policies and are actively making efforts to get to know the people in the community they operate in.
Co-living and ownership can be seen as a shortcut to community.
PNW Production 2021
Cedric Fauntleroy 2021
Cottonbro Studio 2020
canada in focus
The number of people Canadians are considering buying a home with, across generations¹⁶
About the RE/MAX Network
As one of the leading global real estate franchisors, RE/MAX, LLC is a subsidiary of RE/MAX Holdings (NYSE: RMAX) with more than 140,000 agents in almost 9,000 offices with a presence in more than 110 countries and territories. RE/MAX Canada refers to RE/MAX of Western Canada (1998), LLC, RE/MAX Ontario-Atlantic Canada, Inc., and RE/MAX Promotions, Inc., each of which are affiliates of RE/MAX, LLC. Nobody in the world sells more real estate than RE/MAX, as measured by residential transaction sides. RE/MAX was founded in 1973 by Dave and Gail Liniger, with an innovative, entrepreneurial culture affording its agents and franchisees the flexibility to operate their businesses with great independence. RE/MAX agents have lived, worked and served in their local communities for decades, raising millions of dollars every year for Children’s Miracle Network Hospitals® and other charities. To learn more about RE/MAX, to search home listings or find an agent in your community, please visit remax.ca. For the latest news from RE/MAX Canada, please visit blog.remax.ca.
This report includes "forward-looking statements" within the meaning of the "safe harbour" provisions of the United States Private Securities Litigation Reform Act of 1995. Forward-looking statements may be identified by the use of words such as "believe," "intend," "expect," "estimate," "plan," "outlook," "project," and other similar words and expressions that predict or indicate future events or trends that are not statements of historical matters. These forward-looking statements include statements regarding housing market conditions and the Company's results of operations, performance and growth. Forward-looking statements should not be read as guarantees of future performance or results. Forward-looking statements are based on information available at the time those statements are made and/or management's good faith belief as of that time with respect to future events and are subject to risks and uncertainties that could cause actual performance or results to differ materially from those expressed in or suggested by the forward-looking statements. These risks and uncertainties include (1) the global COVID-19 pandemic, which has impacted the Company and continues to pose significant and widespread risks to the Company’s business, the Company’s ability to successfully close the anticipated reacquisition and to integrate the reacquired regions into its business, (3) changes in the real estate market or interest rates and availability of financing, (4) changes in business and economic activity in general, (5) the Company’s ability to attract and retain quality franchisees, (6) the Company’s franchisees’ ability to recruit and retain real estate agents and mortgage loan originators, (7) changes in laws and regulations, (8) the Company’s ability to enhance, market, and protect the RE/MAX and Motto Mortgage brands, (9) the Company’s ability to implement its technology initiatives, and (10) fluctuations in foreign currency exchange rates, and those risks and uncertainties described in the sections entitled “Risk Factors” and “Management’s Discussion and Analysis of Financial Condition and Results of Operations” in the most recent Annual Report on Form 10-K and Quarterly Reports on Form 10-Q filed with the Securities and Exchange Commission (“SEC”) and similar disclosures in subsequent periodic and current reports filed with the SEC, which are available on the investor relations page of the Company’s website at www.remax.com and on the SEC website at www.sec.gov. Readers are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date on which they are made. Except as required by law, the Company does not intend, and undertakes no duty, to update this information to reflect future events or circumstances.
1. ‘Almost half of Canadians report a strong sense of belonging to their local community’. Statistics Canada. August 2022.
2. ‘Cohousing Hamilton’. Cohousing Hamilton.
3. ‘How will Canada’s express entry change in 2023?’. CanadIm. November 2022.
4. ‘The ambitious housing plans at the center of Vancouver, BC’s, October Election’. Sightline Institute. October 2022
5, 6, 7. Canvas8 Future of Real Estate CA 2022 QB5, Base=All respondents n=2030
8. ‘Having someone to count on, January to March, 2022’. Statistics Canada. August 2022.
9. The future of cities. Exploring an experience-centric model for Canadian cities. KPMG. February 2022
10. ‘Buying a home has never been so unaffordable in Canada’. Royal Bank of Canada. September 2022.
11. ‘Apartment, row house space outpaces single detached homes: census’. CTV News. April 2022.
12. Canvas8 Future of Real Estate CA 2022 QX3b (26%), Base=Homeowners n=1652
13. Canvas8 Future of Real Estate CA 2022 QB6, Base=Homeowners n=1652
14. ‘Housing is both a human right and a profitable asset, and that’s a problem’. The Conversation. December 2021.
15. Canvas8 Future of Real Estate CA 2022 QX3b, Base=Homeowners n=1652
16. Canvas8 Future of Real Estate CA 2022 QX4b, Base=All past/ prospective buyers n=1911
Search Listings
Find a RE/MAX Agent
The number of people Canadians are considering buying a home with, across generations¹⁶
canada in focus
What this all means for the consumer.
Click here for insights.
Michael Burrows 2021
Zen Chung 2020
What this all means for the real estate agent.
Click here for insights.
People are increasingly on the hunt for community, and they’re paying close attention to the details that will allow them to achieve their ideal version of it. As the dial continues to turn towards the collective, people will increasingly prioritize housing and community infrastructure that helps not just themselves, but also those around them.
There’s an opportunity for real estate agents to embed themselves even more deeply into their communities, becoming an expert on not only the amenities, but also the local culture. People may be looking for someone who can give them a great deal, but they’re also looking for someone who can help them find a place where they can connect with and care about those around them.
What this means for the future of housing in Canada:
PNW Production 2021
–Ken Greenberg, former director of urban design and architecture of the City of Toronto
If you live in a neighbourhood, there may be places that have become shared things – like community gardens..It’s not just about the swimming pool...it’s about all those other shared aspects of life. This is a profound rethinking of what we need and what we really want.”
We like that there are more families and more people around. I find there are lots of people outside walking all the time, there are lots of children playing outside.”
–Alisha, repeat homebuyer, Alberta
of Canadian homeowners say they own their home by themselves, compared to 84% who say they own their home with at least one other person.¹⁵
16%
In the face of limited affordable housing and the demise of single-person starter homes, people are finding innovative ways to get onto the property ladder.¹⁰ ¹¹ Working to combat issues like loneliness, and support the inclusion of vulnerable populations, interest is moving towards new models of home-sharing and co-living. Increasingly seeking new alternatives, a quarter of homeowners (26 per cent) say they purchased a home under co-ownership with family and friends, and 26 per cent of current owners say that marketability (e.g. for short-term vacation rental) is extremely important to their choice of home.¹² ¹³
As a re-evaluation of what social and inclusive living should look like takes place on a personal and policy level, moves to ensure that people and communities are at the heart of the market are evolving in Canada. Zoning laws, diversified housing options, and conversations around investment buying aim to address the ‘missing middle’ shaping many Canadian cities.¹⁴ As such, people are looking for real estate agents who can showcase an understanding of local communities and its policies and are actively making efforts to get to know the people in the community they operate in.
Co-living and ownership can be seen as a shortcut to community.
–Denise, repeat homebuyer, British Columbia
We live in a little pocket of Vancouver that’s really starting to develop and they’ve got a plan to develop out the community in this area in the next 25 years. That’s why we always thought if we were to buy another home it would be in this area, because there is really high potential for growth.”
In seeking the right community or neighbourhood in addition to an ideal home, homebuyers are increasingly valuing homes based on the strength of community and social infrastructure surrounding them. Especially for first-time or younger buyers, who often find themselves priced out of their first-choice neighbourhoods or are investing in newer, less-established community structures, the need for real estate agent support in spotting value and opportunities for community in new spaces is clear.
Yet with construction and the demographic makeup of neighbourhoods and cities continually in flux, buyers are turning to realtors for reassurance around the longevity and health of their community moving forward.⁹ Valuing the strength of community as an investment along with the home, the need for realtors to deepen their awareness and education when it comes to the wider context and future of neighbourhoods in which they operate is clear.
People are looking to invest in areas where there is strong community potential.
Cottonbro Studio 2020
–Alisha, repeat homebuyer, Alberta
We happen to be bordered by communities that are very active. A community west of us has one of the best community associations in the city and they’ve got lots of great amenities, so we really wanted to be close to it.”
I think being in a community is what a lot of buyers are looking for, which I think goes back to location [...] finding the right location to serve their needs.”
–eXp, real estate agent
of Canadians say a vibrant local community is something they look for when buying a house.⁷
56%
of Canadians say that the safety of a neighbourhood is a top priority when deciding where to buy.⁶
73%
In a time of social upheaval, homebuyers are increasingly valuing the added sense of safety and wellbeing that comes from close relationships with those around them.⁸ While some groups of people may find connection more valuable – for example, seniors or those with young families – the importance of neighbourhood and “community” rank highly for homebuyers across generations.
Looking beyond basic social touchpoints such as parks and squares, buyers are seeking out neighbourhoods that have the right kind of community structures and networks to support active community participation as well as a sense of cohesion. As a result, buyers are looking for real estate agents who can help them to understand the social fabric of the community and locate the right kind of neighbourhoods to meet their needs when it comes to community. In many ways, agents may serve as intermediaries, helping people to not only find a house that meets their needs, but also a community where they can see themselves fitting in.
Homebuyers in Canada want opportunities to build deeper community connections.
–Ken Greenberg, former Director of Urban Design and Architecture for the City of Toronto.
Covid pushed us hugely in the direction of community gathering. When we couldn’t gather indoors in the ways that we traditionally did, people started using parks, squares, and streets, and eating outdoors in cafes, more than they had ever done before.”
Following the separation and isolation of recent years, homebuyers in Canada are re-evaluating just how important community is. But exactly what constitutes a “sense of community” differs between generations. Older Canadians are more likely to feel a sense of belonging in neighbourhoods, while younger generations are on the hunt for ways to foster new kinds of collective identity and stability – intentional living through community is growing in popularity in more ways than one. ¹ ²
Looking beyond how to foster connections on an individual level, new immigration policies and changes around exclusionary zoning practices are shining a light on how the physical and social infrastructure in Canada is evolving too.³ ⁴ With this in mind, people are looking to real estate agents for assurances that the areas they are buying into have the foundations and infrastructure to sustain more inclusive and collective ways of living.
Homebuyers in Canada are looking for communities that foster a sense of belonging.
of Canadians say community spaces are something they look for when buying
a home.⁵
56%
Ketut Matheus Bertelli 2020 2020
The Future of Real Estate (Canada 2023)
trend 04:
community connections
Sign-Up For Our Newsletter