Jeff King, Greater Vancouver REALTORS^® CEO: “Our strategies centre on embracing new partnerships, new thinking, and new possibilities in order to lead professionalism and innovation in real estate”

Greater Vancouver REALTORS^® (GVR) is a notable member-based professional association representing 15,000 Realtors and their companies across the Greater Vancouver region, covering areas from Whistler to Maple Ridge to Tsawwassen. GVR was created on March 13, 1919, with a vision of supporting standards, accountability, and community building while assisting real estate professionals and the communities they serve. The company provides a comprehensive range of services to its members, including the MLS^®, research and statistics, education and training, professional standards and arbitration services, public and media relations, tech support, and advocacy.

With a mission to lead professionalism and innovation in real estate, GVR continues to play a vital role in the growth and development of the region’s real estate industry, ensuring its members are equipped with the tools and knowledge needed to excel in their field.

In conversation with Jeff King, CEO of Greater Vancouver REALTORS^®

Q. With a focus on professionalism and innovation, how does GVR ensure its members adhere to the Realtor Pledge of Professionalism?

The real estate profession has been designed and regulated over many years to protect the public it serves. When it comes to rule enforcement, it depends on the infraction. Above all, Realtors believe in high standards and accountability for those who fail to meet those standards. They’re legally and professionally obligated to look out for their clients’ best interests at all times. This principle is fundamental to our Pledge of Professionalism.

If a member breaches their professional obligations, he or she can be held accountable under the criminal code, administered by the courts; under the Real Estate Services Act, administered by the BC Financial Services Authority; and under the national Realtor Code of Ethics and the Rules of Cooperation, administered and enforced by GVR. To do this work, we have Professional Conduct Committee panels, supported by our legal counsel, that conduct investigations and hold disciplinary hearings.

Depending on the offense, a realtor can be charged criminally, fined, stripped of their real estate license, required to take additional education, or expelled from our organization.

Q. The real estate market in Greater Vancouver is dynamic and competitive. What are the key challenges your members face today and how is GVR supporting them?

The members we serve are operating in an environment fraught with market uncertainty and housing affordability pressures, leading to unprecedented government intervention, new and higher taxes on housing, and significant public anxiety. We also face tectonic shifts in technology, forcing us to keep pace or get left behind. Keeping pace comes with a steep learning curve and a price tag for our organization and our members. We are focused on creating the conditions today to achieve long-term success in these areas.

Our strategies centre on embracing new partnerships, new thinking, and new possibilities in order to lead professionalism and innovation in real estate. At a tactical level, our strategic plan paves a path for us to rapidly innovate our tools, streamline our operations, and advocate for the outcomes we seek.

Q. Diversity and inclusion are central to GVR’s values. Can you share some initiatives GVR has implemented to promote these principles within the organization and the communities you serve?

A few years ago, we recognized the need for a formal Diversity, Equity and Inclusion (DEI) program, and we made it an organizational priority. To help us achieve this goal, we formed a DEI Advisory Group comprised of a broad cross-section of our members. The group’s first assignment was to create a statement that articulates what we stand for and what we are striving to achieve in this area. Next, we trained our staff on unconscious bias. We did this to help equip our people with the tools and knowledge to serve members in a way that lives up to our DEI statement. We followed this up by launching a video series for our members called “A Different Side of Real Estate.” These videos chronicle member experiences related to diversity and working within the profession. These activities are meant to educate and foster a more welcoming, respectful, and inclusive environment for anyone looking to be involved in a real estate transaction.

We began 2024 by applying for and receiving a grant from the Real Estate Foundation of British Columbia to help us further advance our DEI work and continue to be a leader in this area within the Canadian business community.

Q. What are the major trends or shifts you anticipate in the Greater Vancouver real estate market, and how is GVR preparing its members to adapt to these changes?

We have reached a strategic inflection point in our profession. Changing consumer expectations, expansive government regulation, and rapid innovation such as AI, bitcoin, and NFTs are just some of the trends that could revolutionize our industry and overall economy in the years ahead. To seize the opportunities of tomorrow, we must focus on the rapid innovation of the tools and systems the profession relies on to serve clients. At the same time, we must also elevate professionalism to a level that inspires greater public confidence in our Realtor community.

Last year, we finalized a multi-year strategic plan that provides a roadmap for us to follow. This plan is built on three foundational pillars:

1. Operational excellence
2. Innovation
3. Industry leadership

Q. What does the future hold for your company and its customers? Are exciting things on the way?

Over the past 12 months, we have charted a new course with a bias toward action. We rebranded our 105-year-old organization to a name that better defines who we are, what we do, and who we represent. We also developed a new vision for the organization to reimagine the way real estate is transacted across our country. This vision, together with the new strategic plan that I mentioned earlier, are the guideposts for us to follow as we pursue bold action and transformative change in the years ahead.

Meet the leader behind the success of Greater Vancouver REALTORS^®

Jeff King, CEO of Greater Vancouver REALTORS^® (GVR), brings a wealth of experience from his tenure at the Society of Composers, Authors, and Music Publishers of Canada (SOCAN). There, he navigated industry disruptions by fostering a culture of urgency, innovation, and strategic partnerships. Recognizing real estate as equally dynamic, Jeff’s leadership emphasizes rapid adaptation, customer focus, and leveraging strengths. He envisions GVR making crucial decisions to secure its future in the evolving real estate landscape, ensuring continued innovation and growth. Jeff is committed to steering GVR towards a prosperous and sustainable future.

“To seize the opportunities of tomorrow, we must focus on the rapid innovation of the tools and systems the profession relies on to serve clients.”