Do Canadians Still Trust Realtors? The Rise of Selling It Yourself
Let’s be honest: the way we buy and sell homes is changing — fast. Technology is simplifying what used to be complicated, and Canadians are starting to ask a very fair question: Do we really still need real estate agents?
That question isn’t coming out of nowhere. With home prices sky-high and commissions eating into equity, more and more homeowners are looking for alternatives. Enter: FSBO (For Sale By Owner) and smarter platforms like Reboo, which give people the tools to sell their homes themselves, without losing tens of thousands to agent fees.
So… how much do Canadians actually trust realtors? And where’s this all headed? Let’s dive in.
The total number of aparement sales in the GVA in 2024 was 12,801. In the GTA it was 17,901.
Canadians Trust Big Brand Names — But Not Always the Individuals
It’s true — real estate brands like RE/MAX consistently rank high in national trust studies. In fact, a recent BrandSpark Canadian Trust Study voted RE/MAX as the most trusted real estate brand in Canada.
But when you zoom in on individual agents and the real estate industry overall, things get a little murkier. A Gallup survey showed that real estate agents are often viewed with skepticism, ranking low on the honesty and ethics scale — just slightly above stockbrokers and lawyers.
Why the disconnect? Probably because many sellers feel like they’re doing a big part of the work — cleaning, staging, showing — and then still paying agents tens of thousands in commission. That doesn’t feel like a great deal.
What’s more, buyers aren’t relying on realtors the way they used to. Most people now search listings online, read neighbourhood stats, compare mortgages, and even research legal documents themselves — all before ever talking to an agent. For many, the realtor simply acts as a gatekeeper: someone to unlock the door so they can view the property. That’s a costly service for a task that tech can now handle more efficiently.
With Reboo, buyers don’t need to jump through those hoops. They message sellers directly, book viewings in-app, and handle offers without third-party interference — saving everyone time, money, and frustration.
The Commission Problem
In most of Canada, realtor commissions range from 3% to 7% of the sale price. So on a $700,000 home, you could be paying $21,000–$49,000 in fees — often split between the buyer’s and seller’s agents.
But here’s the kicker: if you’re the buyer, you might think your agent is “free,” since the seller pays the commission. In reality, that fee is baked into the home price — so yes, you're paying it too. It’s just hiding in plain sight.
Platforms like Reboo are rethinking that. You get everything you need to list, show, and sell your home yourself — MLS listing, Realtor.ca exposure, messaging tools, offer generation, legal documents, and even a yard sign — for one flat fee. You stay in control, and you keep your money.
The FSBO Movement Is Growing
Selling your home yourself isn’t new — but it’s definitely gaining ground.
Services like PropertyGuys.com, ComFree, and now Reboo are making it easier than ever to skip the traditional agent route and still sell successfully. These platforms offer tools that were once only available to licensed agents.
According to ComFree, Canadians who sold their homes without an agent have saved thousands in commission — without sacrificing results.
And the more tech-savvy Canadians become, the more FSBO makes sense. It's no longer a scary leap — it’s just smart math.
But Is It as Easy as It Sounds?
FSBO isn’t totally effortless. Selling your home still takes prep, pricing strategy, and some time investment. And in some cases, homes listed with agents may sell faster — especially if pricing or marketing is off.
A piece in Real Estate Magazine noted that FSBO freehold homes in the GTA took 2.5x longer to sell than agent-listed ones. That said, many sellers are willing to trade a bit more time for tens of thousands in savings — especially when platforms like Reboo guide you every step of the way.
And yes, in some cases, FSBO homes have sold for slightly less. But if you're saving $30,000+ in commission, a slightly lower sale price might still leave you with more in your pocket overall.
The Future? It’s All About Control and Transparency
Real estate isn’t going fully DIY overnight, but the direction is clear: buyers and sellers want more control.
Agents sometimes negotiate behind closed doors, and their goal is often to close fast — at the highest price — because that’s how they get paid. FSBO flips that script. With Reboo, you talk directly to the other party. You see everything. You negotiate. You decide.
That transparency builds trust — and that’s something the traditional model is struggling to maintain.
So… Is FSBO the Future?
Short answer: It’s a big part of it.
As platforms like Reboo continue to remove friction from the process, FSBO will only get easier and more popular. Sellers are tired of losing equity to agents. Buyers want more say. And modern apps now make it possible to handle the biggest transaction of your life — with support, not commission.
So if you’re thinking about selling or buying in Canada, it might be time to ask: Why pay 5% for something you can do yourself — with a little help?