To stay ahead, we need a clear and focused strategy — one that positions members to thrive in an environment that is transforming at an unprecedented pace.
At its core, the 2026-2030 Strategic Plan is anchored in three goals:
• Elevate the REALTOR® profession.
• Deliver member-driven services and experiences.
• Strengthen REALTORS®’ readiness for the future.
This strategic plan reflects the collective voice of our members, brokers, volunteers, staff and partners. It was shaped through various member-engagement sessions, interviews with leaders across our community and many conversations with external partners and boards.
Turning strategy into action
Developing the plan is only the beginning. What matters now is how we bring it to life.
On Dec. 8, we hosted our first Professionalism Summit, where members explored 10 discussion topics related to elevating the REALTOR® profession. The insights and feedback captured at the summit will play an important role in informing our next steps and will be part of the conversation of a professionalism panel discussion at CREB®’s Forecast & Tradeshow on Jan. 20.
The Greater Vancouver REALTORS® also shared their Roadmap to Professionalism, an initiative exploring various themes for elevating professionalism across the industry. Their work provides a valuable foundation that other boards, including CREB®, can learn from as we consider our own path forward.
In 2026, CREB®’s strategic priorities will centre on elevating the REALTOR® profession — a clear message from our members and a direct response to industry concerns about declining professionalism and the influx of inexperienced agents. To reinforce trust and credibility, we will begin implementing a robust professional membership model and consistent standards that strengthen public confidence in the value of choosing a CREB® REALTOR®.
Alongside this work, delivering member-driven services and experiences continues to be a vital goal. Operational initiatives will support both professionalism and member satisfaction, ensuring REALTORS® receive the tools, education and service experience they need to succeed.
A living, adaptable plan
This plan was built to be flexible, not fixed. We will check in on annual cycles, measure progress and adjust as needed to ensure we remain responsive to emerging trends, shifting member needs and changes in the broader real estate landscape.
Our commitment is to keep this work transparent, collaborative and grounded in the real challenges and opportunities facing members. Updates will also be provided through our regular, weekly communications — CREB®Talk and the Brokers’ Bulletin.
Looking ahead
What excites me most is that this plan positions CREB® as the professional organization of choice — one that gives its members a clear advantage in a fast-changing marketplace. It sets us on a path to deliver greater value, deeper support and a stronger sense of community for every REALTOR® we serve.
This is a plan built with you and built for you. I look forward to working together to bring it to life in the months and years ahead. My door is always open for members to discuss their ideas or concerns. Happy New Year!
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