By Ben Fenlon | Sales Representative | Royal LePage Real Estate Services Ltd.
Choosing the right real estate agent in Toronto can make an enormous difference when buying or selling a home. A knowledgeable, experienced Realtor can help you avoid costly mistakes, negotiate more effectively, recognize opportunities, and navigate what is often one of the largest financial transactions of your life.
But with thousands of real estate agents working throughout Toronto and the Greater Toronto Area (GTA), how do you know whom to hire?
Should you choose the agent with the most sales? The biggest team? The best online reviews? The most impressive awards? Or perhaps the one offering the lowest commission?
I’ve been a licensed Realtor since 2004, beginning my career in Guelph before moving my professional focus to Toronto and the GTA. My experience with real estate goes back even further. I’ve been a homeowner and real estate investor for approximately 27 years, including owning and managing rental properties.
That combination of professional and personal experience has given me a valuable perspective. I understand real estate from an agent’s standpoint, but also the financial responsibilities, maintenance challenges, renovation decisions, and long-term considerations that come with owning property.
Over the years, I’ve helped clients buy and sell everything from downtown Toronto condominiums to century-old homes in neighbourhoods like High Park, Bloor West Village, Roncesvalles, and The Junction.
I’ve also navigated multiple market cycles, bidding wars, difficult inspections, financing problems, and unexpected complications.
Most of my business comes from repeat clients and referrals, something I’m particularly proud of.
After more than two decades working in real estate, I’ve developed some strong opinions about what makes a genuinely good agent—and what consumers should be cautious about.
Here’s my advice on how to find the right real estate agent in Toronto, what questions to ask, and which warning signs to watch for.
1. Look Beyond Years Licensed—Ask About Actual Experience
Experience matters enormously in real estate, but the number of years someone has held a licence doesn’t necessarily tell the whole story.
There’s a big difference between an agent who’s been licensed for 20 years but only completes a handful of transactions annually and someone who’s been actively working full-time throughout their career.
I’ve been licensed since 2004, and one thing I’ve learned is that no two transactions are exactly alike.
Every property, buyer, seller, and negotiation presents different challenges.
Experience helps an agent anticipate potential problems, recognize opportunities, and provide practical advice rather than simply reacting when something goes wrong.
I’d encourage consumers to ask prospective Realtors how many transactions they personally handle, what types of properties they regularly work with, and whether they have relevant experience in the neighbourhoods they’re considering.
I also think there’s value in an agent having firsthand experience as a property owner.
Having owned and managed real estate for approximately 27 years, I’ve dealt personally with maintenance, renovations, unexpected repairs, tenants, and the ongoing costs of ownership.
That experience influences how I advise clients, particularly when evaluating older homes or investment properties.
I understand that purchasing a property isn’t just about getting the keys. It’s about making a financial decision that can affect you for decades.
And here’s something particularly important: Make sure the experience being advertised actually belongs to the agent you’ll be working with.
2. Be Cautious About Inflated Real Estate Team Sales Statistics
This is something I think Toronto consumers should pay much more attention to.
Some real estate teams advertise impressive sales figures that represent the combined transactions of numerous agents.
There’s nothing inherently wrong with that. Some teams provide excellent service.
The problem arises when the combined sales of an entire team are presented in a way that makes it appear as though the team leader personally completed all those transactions.
A team of ten agents might collectively sell a substantial number of properties. However, that doesn’t necessarily mean the team leader personally handled those sales—or that you’ll receive their direct attention.
In some cases, much of the work may be performed by newer, less experienced agents.
Imagine hiring someone because of their impressive reputation and advertised experience, only to discover that another agent will be handling your showings, answering your questions, and negotiating your offers.
That’s why I recommend asking:
- Are these your personal sales or your team’s combined sales?
- Who will actually handle my transaction?
- Will I deal directly with you or with other team members?
- How experienced is the person who will be representing me?
Personally, I’ve never been interested in building a large real estate team. I have excellent support staff who help with administrative work, but my clients deal primarily with me.
I believe that continuity and personal involvement make a meaningful difference.
3. Choose an Agent Who Understands Toronto’s Diverse Neighbourhoods
Toronto isn’t one single real estate market.
Selling a downtown condominium requires a different approach from selling a century-old home in Bloor West Village, High Park, Roncesvalles, The Junction, or The Annex.
Each neighbourhood has its own housing stock, pricing trends, buyer preferences, and property-specific considerations.
However, I don’t believe an agent necessarily needs to live or work in a particular neighbourhood to be an expert in its real estate market.
Living in a neighbourhood doesn’t automatically make someone knowledgeable about its property values.
Experience, research, and an understanding of comparable sales and market conditions are far more important.
There’s also tremendous value in working with an agent who understands the broader Toronto market.
A buyer considering Roncesvalles might also be interested in High Park, Swansea, The Junction, or Bloor West Village. Understanding these different neighbourhoods helps an agent recognize value and compare opportunities.
Knowing What to Look for Beyond the Listing Photos
With Toronto’s older housing stock, experience can be particularly valuable.
When viewing century-old homes, I pay attention to issues such as foundation conditions, basement moisture, drainage, outdated electrical systems, plumbing, aging roofs, and questionable renovations.
I also consider shared driveways, rights-of-way, laneway access, parking arrangements, and potential restrictions on future renovations.
These are details that can have a significant impact on a property’s value and future use.
As a longtime homeowner and landlord, I’ve personally dealt with many of the maintenance and repair issues that property owners encounter.
That firsthand experience has helped me better understand not only what can go wrong with a property, but also the practical and financial implications of addressing those problems.
Of course, Realtors aren’t home inspectors, electricians, or structural engineers. Part of doing our job properly is recognizing potential concerns and knowing when to recommend further investigation by qualified professionals.
The same applies to condominiums.
Two downtown Toronto condos with nearly identical layouts and square footage can have very different values depending on their building’s management, maintenance fees, reserve fund, financial condition, exposure, noise, and overall reputation.
A knowledgeable Realtor doesn’t just know what properties are selling for. They understand why they’re selling for those prices.
4. A Great Realtor Sometimes Finds Opportunities Others Miss
One of the things I enjoy most about real estate is that experience and creative thinking can occasionally produce unexpected opportunities.
Here’s a real example.
Case Study: Finding a Toronto Condo Approximately $70,000 Below Market Value
I was showing condominiums to buyer clients when I struck up a conversation with some residents.
This is something I do regularly. I’ve found that chatting with people who actually live in a condominium building can provide incredibly useful information.
I often ask residents what they don’t like about living there.
Sometimes you’ll hear about elevators that frequently break down, long waits during rush hour, poor property management, or noise problems that aren’t obvious during a showing.
On this particular occasion, the conversation took an unexpected turn.
The owners mentioned that they were considering selling their condominium.
We ended up touring their corner unit and submitted an offer that very same day.
Although I provided the owners with comparable sales information so they understood the property’s estimated market value, they ultimately agreed to sell to my clients for approximately $70,000 below that value, partly because they were saving on real estate commissions.
My clients purchased the property with an estimated $70,000 in immediate equity.
Of course, estimated equity isn’t the same as a guaranteed resale profit. Actual resale proceeds would depend on market conditions, transaction expenses, and the price another buyer was willing to pay.
Nevertheless, it was a fantastic outcome for my clients.
And it all started with a simple conversation in a condominium building.
To me, this illustrates why a good Realtor should do more than arrange showings and prepare paperwork.
They should be curious, resourceful, knowledgeable, and always looking for opportunities that benefit their clients.
5. Look for Strong Negotiation Skills and Sound Judgment
Negotiation is another area where experience can make an enormous difference.
A good real estate agent should understand that an offer involves much more than the purchase price.
Deposit amounts, closing dates, financing and inspection conditions, included items, and other terms can all influence whether an offer is accepted.
Case Study: Winning a Multiple-Offer Competition in West Toronto
Recently, I helped a buyer client purchase a home in West Toronto.
We were competing against several other buyers.
I suggested that she write a personal letter introducing herself to the sellers and explaining what she loved about the home.
We also carefully considered our offer price, deposit, closing date, conditions, and other terms.
Our strategy was to submit an offer that was attractive to the sellers while remaining appropriate for my client’s circumstances and risk tolerance.
Ultimately, we won the bidding war!
I can’t say that any single element of our offer was responsible for the outcome. The overall combination of price, terms, and presentation may have helped.
Personal letters should also be approached thoughtfully, without introducing information that could encourage discriminatory decision-making.
The important lesson is that successful negotiation requires understanding the entire transaction—not simply offering the highest possible price.
And sometimes, the best negotiating advice is to walk away.
I’ve advised buyers against purchasing certain properties and encouraged clients to walk away from negotiations when I believed the risks or price weren’t justified.
A Realtor’s job is to protect your interests, not simply get a deal completed.
6. Don’t Choose a Listing Agent Simply Because They Promise the Highest Price
This is one of the biggest mistakes I believe Toronto home sellers can make.
Unfortunately, some agents will suggest an unrealistically high listing price to win a seller’s business, even when the price isn’t supported by recent comparable sales.
An overpriced property can sit on the market, become stale, and ultimately sell for less than it might have achieved with a more appropriate pricing strategy.
A knowledgeable listing agent should be able to explain their recommendation using relevant sales data, competing listings, inventory levels, and current market conditions.
It’s also important to understand that listing price and market value aren’t necessarily the same thing.
Depending on the property and market conditions, I might recommend listing slightly below estimated market value with a scheduled offer date to encourage competition.
In a slower market, pricing closer to market value and considering offers as they arrive might make more sense.
Neither approach guarantees a particular result.
The right strategy depends on the property, the seller’s objectives, and the market at that moment.
If an agent suggests a particularly high price, ask them to explain exactly which comparable sales support that recommendation.
If they can’t provide a convincing explanation, I’d be cautious.
7. Evaluate the Marketing Plan—Not Just the Agent’s Sales Pitch
Professional marketing is essential when selling a Toronto property.
Most buyers begin their search online, and first impressions matter.
For my listings, I typically arrange professional photography, detailed floor plans, video, and virtual tours.
I also discuss property preparation, decluttering, painting, lighting, and staging with sellers.
For vacant properties, virtual staging can be an effective way to help buyers visualize how rooms could look.
I typically cover professional photography, floor plans, video, and virtual staging when appropriate. Depending on the property, commission, and overall strategy, I may also cover physical staging expenses.
My goal is to present each property in the best possible light while minimizing unnecessary expenses for my sellers.
I also believe in broad exposure through the MLS, Realtor.ca, brokerage networks, relevant real estate websites, and social media.
However, sellers should distinguish between marketing that genuinely helps sell their property and marketing that primarily promotes the Realtor.
A glossy brochure or expensive video may look impressive, but what matters is whether the marketing reaches qualified buyers and helps generate interest.
No amount of professional photography or flashy advertising will compensate for a home that’s significantly overpriced.
Pricing, presentation, exposure, timing, and negotiation all need to work together.
8. Understand Real Estate Commissions and Compare Value, Not Just Cost
One thing every Toronto buyer and seller should understand is that real estate commissions are negotiable.
There is no fixed commission rate mandated by the Toronto Regional Real Estate Board (TRREB), the Real Estate Council of Ontario (RECO), or the government.
Different brokerages offer different services and fee arrangements.
I believe sellers should compare the overall value they’re receiving rather than simply hiring the agent offering the lowest commission.
Example: Does a Lower Commission Actually Save You Money?
Imagine you’re selling a Toronto home worth approximately $1.5 million.
One agent offers a total commission of 3%, while another charges 4.5%.
That’s a difference of $22,500 before HST.
Certainly not insignificant!
However, if the more experienced agent’s pricing strategy, marketing, and negotiation skills help achieve a sale price that’s $40,000 or $50,000 higher, the seller could still come out ahead after paying the higher commission.
Of course, a higher commission doesn’t guarantee a better sale price, and a lower commission doesn’t automatically mean inferior service.
There are excellent agents at different price points.
The important thing is understanding exactly what you’re paying for.
Ask whether professional photography, floor plans, video, staging, advertising, and other services are included. Find out who pays for them and whether additional charges could apply.
Sellers should also understand how much they agree to pay their listing brokerage and how any commission offered to a cooperating brokerage representing the buyer is structured.
Buyers should understand the compensation specified in their own representation agreement and what happens if the compensation offered through the transaction doesn’t cover that amount.
Under Ontario’s real estate rules, these arrangements should be clearly explained and documented.
The cheapest Realtor isn’t necessarily the best value, and the most expensive Realtor isn’t necessarily the best either.
For sellers, what ultimately matters financially is the net amount they receive after commissions and other selling expenses, alongside the quality of service and advice provided.
9. Communication and Personal Service Matter More Than You Might Think
Buying or selling a home can be stressful, particularly when important decisions need to be made quickly.
I believe clients should expect prompt communication, accessibility, honesty, and a high level of personal service.
One thing I’ve always prioritized is responding to calls, texts, and emails at the earliest opportunity.
To me, it’s a matter of respect.
If someone takes the time to reach out, I think they deserve a timely response.
There’s also a personal benefit: I get peace of mind knowing I’ve addressed something promptly and crossed another thing off my plate!
Of course, there are times when I’m in meetings, showing properties, or negotiating offers and can’t respond immediately.
But I always make an effort to get back to people as quickly as possible.
I know how frustrating it can be to wait hours—or even days—for a response.
Good communication also means being proactive.
Sellers should receive regular updates about showings, feedback, competing listings, and changes in market conditions.
Buyers should be informed about new listings, comparable sales, potential concerns, and opportunities.
And sometimes, good communication means having difficult conversations.
A Realtor should be willing to tell you what you need to hear, not simply what you want to hear.
You should never feel like you’re just another transaction or that you have to chase your agent for information.
10. Consider Reviews, Referrals, and Awards—but Understand What They Mean
Online reviews, referrals, awards, and an agent’s reputation can all be useful when choosing a Toronto Realtor.
However, I think consumers should understand what they’re actually measuring.
Referrals From Friends and Family
Personally, most of my business comes from repeat clients and referrals.
I’m particularly proud of that.
When someone trusts you enough to use your services again or recommend you to a friend, family member, or colleague, they’re putting their own reputation on the line.
To me, that’s a powerful endorsement.
Still, I’d encourage consumers to ask specific questions about the person making the recommendation.
Was the agent responsive? Did they provide honest advice? How did they handle unexpected problems? Would you hire them again?
Specific examples are far more valuable than simply hearing that someone is a great agent.
Google Reviews and Testimonials
Online reviews can also provide valuable insight, but I’d approach them with some healthy skepticism.
I’d pay more attention to detailed reviews describing actual buying or selling experiences than generic five-star ratings saying things like “Great guy!” or “Highly recommended!”
Look for consistency over time.
Do clients repeatedly mention responsiveness, honesty, negotiation skills, and personal attention?
And remember that testimonials on an agent’s own website are generally selected by the agent.
That doesn’t make them dishonest, but they’re still marketing material.
What About Realtor Awards and “Top 1%” Claims?
I’ve received several real estate industry awards myself, and I’m appreciative of the recognition.
However, many brokerage awards are based primarily on sales production or commission earnings.
They can demonstrate that an agent is active and successful, but they don’t necessarily measure communication, ethics, negotiation ability, or client satisfaction.
When I see claims like “Top 1% Realtor,” my first question is:
Top 1% of what, exactly?
Is that among all Toronto Realtors? TRREB members? Agents at a particular brokerage? A single office?
And is the ranking based on individual transactions, combined team sales, dollar volume, or commission income?
Those distinctions matter.
Sales volume and excellent client service aren’t necessarily the same thing.
For me, the greatest compliment isn’t an industry award.
It’s when a past client calls me again, years later, or trusts me enough to recommend my services to someone they care about.
11. Watch for These 10 Red Flags When Hiring a Toronto Realtor
Here are some warning signs I’d encourage buyers and sellers to watch for:
- Pressure to sign immediately. An agent shouldn’t rush you into a representation agreement without explaining its terms.
- Guaranteed results. Be skeptical of anyone promising a specific sale price or guaranteed bidding-war victory.
- Unrealistic pricing advice. An unusually high valuation without supporting evidence should raise questions.
- Poor communication. If an agent is difficult to reach before you’ve hired them, consider what that might mean later.
- Vague sales statistics. Ask whether advertised results belong to the individual agent or an entire team.
- Unclear commissions or additional fees. You should understand what you’re paying and what services are included.
- Pressure to waive important conditions. An agent should clearly explain the risks of waiving financing, inspection, or other protections.
- Lack of relevant experience. Make sure the agent understands your property type and the issues that can affect its value.
- Little interest in your circumstances. A good Realtor should listen and understand your priorities before recommending a strategy.
- Defensiveness when questioned. A confident, knowledgeable professional should welcome reasonable questions.
One of the biggest red flags, in my opinion, is an agent who seems more interested in closing a transaction than protecting their client’s interests.
Sometimes the best advice is to reject an offer, walk away from a property, or wait until circumstances improve.
That advice might mean losing a commission in the short term, but I believe it’s essential to building long-term trust.
12. The Five Most Important Questions to Ask Before Hiring a Toronto Realtor
If I were interviewing three real estate agents tomorrow, these would be my five most important questions.
1. How much personal experience do you have with properties like mine?
Ask for examples of recent transactions involving similar homes, neighbourhoods, and price ranges.
Clarify whether the agent’s advertised sales are their own or their team’s combined transactions.
2. How would you determine my property’s value or recommend an offer price?
A knowledgeable agent should explain their reasoning using comparable sales, competing properties, market conditions, and property-specific considerations.
Be cautious of someone who simply throws out a number.
3. Will I work directly with you, and how quickly can I expect responses?
Find out who will handle showings, questions, offers, negotiations, and important decisions.
You should know exactly whom you’re hiring.
4. What services are included in your commission, and what am I agreeing to?
Understand the services, fees, duration, geographic scope, cancellation provisions, and any holdover obligations in your representation agreement.
Don’t sign anything you don’t understand.
5. Can you tell me about a time you advised a client NOT to buy or sell a property?
This might be my favourite question.
I’d want to hear a genuine example of when the agent put a client’s interests ahead of completing a transaction.
How did they handle the situation? What advice did they give? Why?
A Realtor who’s been actively working in the business for years should have examples of situations where doing the right thing didn’t necessarily result in an immediate commission.
Pay attention to how the agent answers these questions, not just what they say.
Do they listen? Explain things clearly? Acknowledge uncertainties? Answer directly? Or spend most of the conversation talking about how successful they are?
Those early interactions can tell you a great deal about what it will be like to work together.
Frequently Asked Questions About Choosing a Toronto Realtor
Should I interview more than one real estate agent?
Yes. I generally recommend speaking with two or three Realtors before making a decision, particularly if you don’t already have a trusted agent.
Compare their experience, market knowledge, communication style, pricing or buying strategy, fees, and level of personal service.
Is it better to hire a local neighbourhood Realtor?
Local knowledge is valuable, but an agent doesn’t necessarily need to live or have an office in your neighbourhood.
What matters more is their experience with similar properties, understanding of recent sales, and ability to evaluate the local market accurately.
Are real estate commissions negotiable in Toronto?
Yes. Real estate commissions are negotiable, and no government authority or real estate board sets a mandatory commission rate.
Make sure you understand the services included, the compensation arrangements, and your obligations under the agreement.
Should I choose the Realtor with the most sales?
Not necessarily.
High sales volume may demonstrate experience and activity, but it doesn’t automatically guarantee excellent service.
Ask whether those sales were personally handled by the agent or represent combined team production.
How can I check whether a Toronto Realtor is registered?
You can use the Real Estate Council of Ontario’s website, RECO.ca, to check an agent’s registration and review relevant regulatory information.
It’s also worth reviewing RECO’s consumer information before signing a representation agreement.
What is the most important quality in a real estate agent?
In my opinion, it’s a combination of experience, integrity, sound judgment, communication, and a genuine commitment to protecting the client’s interests.
The right agent should be willing to give you honest advice, even when it’s not what you want to hear.
Final Thoughts: Choose Someone You Trust, Not Just Someone Who Impresses You
After more than two decades as a licensed Realtor, and approximately 27 years as a homeowner and real estate investor, I’ve learned that successful real estate transactions aren’t simply about marketing properties or negotiating prices.
They’re about understanding people, recognizing opportunities, anticipating problems, communicating clearly, and making sound decisions—sometimes under considerable pressure.
I wouldn’t necessarily hire the Realtor with the biggest team, the most awards, the highest advertised sales volume, or the lowest commission.
I’d hire the person who demonstrates strong market knowledge, listens carefully, explains things honestly, and makes me confident that they’ll protect my interests throughout the transaction.
And I’d ask myself one final question:
“Do I trust this person to give me the right advice, even when it’s not what I want to hear?”
If the answer is yes, you’re probably on the right track.
Thinking About Buying or Selling a Home in Toronto?
I’m Ben Fenlon, a full-time Realtor licensed since 2004, helping buyers and sellers throughout Toronto and the GTA, particularly West Toronto, Central Toronto, and the downtown core.
I’m also a longtime homeowner, real estate investor, and landlord, bringing approximately 27 years of personal property ownership experience to the advice I provide.
I take pride in offering honest advice, prompt communication, local market expertise, and personal service. I have excellent support staff, but my clients deal primarily with me throughout the buying or selling process.
Whether you’re planning to sell your home, purchase a condominium, explore a new neighbourhood, or simply have a real estate question, I’m always happy to help.
Buy. Sell. Be Happy!
Ben Fenlon | Sales Representative
Royal LePage Real Estate Services Ltd.
Phone: 416-301-0828
Email: ben@benfenlon.com
