OPINION: Where were you when rentals weren’t cool?

The views expressed in this column are solely those of the author.

For years, I heard the same line repeated in this industry: “I don’t do rentals.”

It was said casually, confidently, and sometimes even proudly. Rentals were treated as an inconvenience — too much work, not enough reward. Agents would pass them off to others as if they were doing someone a favour. “Give it to so-and-so, let them run around with tenants. I don’t have time for that.”

But here’s the thing: what they didn’t have time for, what wasn’t worth it to them, was opportunity. They were giving away business, relationships and long-term clients.

A shift in tone

Fast forward to today, and the tone has completely shifted. Rentals are front and centre. Brokerages are hosting seminars, panels are being formed, and agents are positioning themselves as the “rental experts.” There are now dedicated strategies, education sessions and a sense of urgency around leasing that simply didn’t exist when the sales market was booming.

And it makes me think: where was all of this when the market was hot? When buying and selling were at their peak, very few brokerages were investing time in rental education. There were no packed rooms learning about tenant screening or lease structuring. Rentals weren’t seen as essential; they were seen as optional, and almost always handed off to the newest person on the team.

Now the market has shifted, and with that shift, so has the narrative.

Agents are adapting, which is necessary in this business, but it also highlights something deeper: many are being pushed into rentals, not because they believe in them, but because the market demands it.

What actually makes a rental expert

Which brings me to an important point: what truly defines a rental expert?

It’s not a title you adopt when the market slows, or something you pivot into out of necessity. A true rental expert is built over time, through hands-on experience, a consistent flow of deals and a deep understanding of the rental landscape. It’s knowing how to properly screen tenants, structure leases, navigate challenges, protect your clients and manage expectations on both sides. It’s a proven track record and relationships built over years, not months. It’s showing up for this side of the business in every single market, not just when it becomes convenient.

From day one of my career, spanning nearly 25 years, I have worked with rental clients — not as a fallback or a side hustle, but as a core part of my business. I have always treated rental clients with the same level of care, respect and professionalism as buyers and sellers.

I have always known that today’s tenant can be tomorrow’s buyer, today’s landlord can become a repeat investor, and every transaction, no matter the price point, builds your reputation.

A lasting change, or a temporary pivot?

Rentals have always been good to me, consistently, through every market cycle. So when I hear agents now stepping into the rental space and branding themselves as experts, I can’t help but wonder: what makes you the expert when rentals were beneath you before? And what happens when the sales market comes roaring back? Will rentals once again be dismissed, delegated or pushed aside, or will this shift lead to a lasting change in how our industry values every segment of the market?

Rentals were never the problem. They were an opportunity. Maybe this market correction is doing more than shifting numbers. It’s exposing habits, challenging mindsets and forcing a level of respect for a segment of the business that should have been there all along.

So the next time the market is hot, think twice about the rentals you decide to pass on. True experts don’t pass them on. They build from them.

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