Our 100% Canadian Company in a sea of American competitors Royal LePage ® is proudly, 100% Canadian – built by Canadians, for Canadians. We have a long (112 years) and storied history of serving the people of our great nation and giving back to the communities in which we live and work from coast to coast. And, to this day, we remain focused on Canada and Canadians. There is no other real estate company in Canada who can make that claim! Given the new U.S. President’s rhetoric and threats aimed at Canada, many Canadians are rallying to support our great land by choosing to work with Canadian companies, and use Canadian products and services. Over time, American real estate firms have established a strong presence here, aided by the unfiltered flow of mass media across our border.
Now, in response to Trump’s attacks, public outrage has left these U.S.-affiliated firms understandably uneasy. Some of our less ethical competitors, flying these U.S. banners, are reacting in ways that feel distinctly un-Canadian – misleading consumers with claims of being a Canadian brand, or worse, spreading disinformation, attempting to discredit those that truly are. I wanted to share some talking points and my thoughts on navigating the Trump trade conflict. Firstly, take the high road. Much like the Canadian supermarket selling Heinz ketchup or Jack Daniels whiskey, the Canadian store owner is not to blame for Trump tariffs. Front-line real estate agents working for American corporations didn’t ask for this either – they’re just trying to earn a living. Should they claim their brand is Canadian? Of course not. After the agent and local brokerage office take their share, the profits from the likes of Re/Max, Century 21, and eXp flow south across the border.
However, engaging in a social media brawl simply brings us down to their level. Let’s stay focused on what sets us apart: the positive that is our Royal LePage® family, working with one of the most iconic brands in Canadian history. Royal LePagers have huge hearts. While some of the other national brands in Canada make the effort to organize ways for their offices to give back, they tend to support the local branch offices of U.S. charities. Your firm is the only company with its own 100% Canadian foundation, the Royal LePage Shelter Foundation®, the largest charity in the nation focused on eradicating domestic violence in our Canadian communities, and in supporting the Canadian women and children impacted as they rebuild their lives. You should be very proud! Royal LePage® is 100% Canadian and proud to be our nation’s finest real estate brokerage firm. I have another role as president of Bridgemarq®, Royal LePage’s parent company. It is a 100% Canadian public company traded on the Toronto Stock Exchange.Some of you will have noted that the international consultancy Swanepoel T3 Sixty has named me the number one real estate leader in Canada since they began their ranking, the SP200, some dozen years ago. Make no mistake, this is a reflection of the power and influence of Royal LePage® – Canada’s Real Estate Company.Finally, we are immensely proud to be a valued member of the Brookfield family. Our largest shareholder since the 1980s, Brookfield is arguably Canada’s most successful and globally influential company of any kind, with over C$1.4 trillion in assets under management and annual revenues of over C$100 billion. Like Royal LePage®, Brookfield was founded by proud Canadians more than a century ago, and is headed up by CEO Bruce Flatt, a Winnipeg native. At the heart of Brookfield’s Canadian presence is some of the country’s most prestigious real estate, including Brookfield Place Toronto, a 2.6 million-square-foot landmark in the heart of Toronto, and Brookfield Place Calgary, Western Canada’s tallest building. Be positive. Let the truth be your guide. Be brave for the sake of your team, and the many agents who will be looking to be part of. A Canadian success story in the days ahead. We will stand up to Trump’s tyranny, here in the best country in the world! Yours in solidarity, Phil Soper