Calgary consumer research reveals real estate agent perceptions

Consumer research conducted by the Calgary Real Estate Board (CREB) in April 2026 reveals key insights into how buyers interact with real estate professionals in the Calgary region. The survey of 800 consumers found that 59 per cent of buyers research homes on REALTOR.ca before contacting an agent.

Among those who have previously worked with a REALTOR®, 77 per cent reported being satisfied or very satisfied. The primary drivers of this satisfaction include service quality (40 per cent) and agent knowledge (29 per cent). Additionally, 60 per cent of respondents indicated they are likely or very likely to recommend their REALTOR® to a friend.

Regarding consumer perception, 35 per cent of respondents identified the protection of buyer or seller interests as the most important role of a REALTOR®. While 17 per cent described agents as “professional,” only 39 per cent agreed or strongly agreed with the statement that they trust REALTORS® in general.