CREB weighs new designation model to ‘elevate the profession’

The Calgary Real Estate Board (CREB) is exploring a new membership stream that could create a distinct consumer-facing designation for agents who want to take their professional development a step further.

The concept, outlined in CREB’s 2026-2030 strategic planning, is in the early phase. Board chair Susanita de Diego stressed that no decisions have been made and that consultations with members and other stakeholders are ongoing.

“We are in the listening and learning phase of the conversation,” de Diego told Real Estate Magazine in an email.

Building on existing industry models

According to de Diego, the concept is nothing new. She pointed out that for decades, real estate professionals across North America have pursued credentials such as Graduate Realtor Institute (GRI), Certified Residential Specialist (CRS), Accredited Buyer’s Representative (ABR), Seniors Real Estate Specialist (SRES) and Certified International Property Specialist (CIPS) to demonstrate additional education and expertise.

Now, CREB is exploring whether a locally developed recognition model could serve a similar purpose.

De Diego said the board is considering a variety of possibilities, including professional designations, recognition programs, badges or other approaches that encourage ongoing professional growth.

At this stage, however, no specific structure has been proposed.

‘Keeping an open mind’

De Diego said the goal is not to suggest that some members are professional while others are not.

Instead, she said, the board is determining whether there are meaningful ways to recognize and encourage behaviours associated with excellence in practice.

Potential criteria could include continuing education, professional development, ethical conduct, data quality, mentorship, leadership and community involvement, she said.

“The goal is the same as the goal set out in our strategic plan: to elevate the Realtor profession,” de Diego said.

She added that CREB wants input from members, consumers and industry stakeholders before determining what a successful model might look like.

“At this point, we are intentionally keeping an open mind,” she said.

Avoiding division among members

One of the more significant questions surrounding the proposal is how a consumer-facing designation could affect members who are not part of the program.

CREB’s strategic framework states that the proposed “CREB Realtor” brand would be promoted as a leading consumer option, raising questions about whether such an approach could create divisions within the board’s membership.

De Diego acknowledged the concern.

“This is an important question and one we are very mindful of,” she said.

“Our nearly 8,800 members represent a diverse range of business models, specialties, experience levels and career goals. That diversity is one of our strengths, and nothing about this discussion is intended to diminish or devalue any member.”

She said one of the board’s priorities during consultation is understanding how any future model could create value without disadvantaging members who choose not to participate.

“One of the key questions we are exploring is how any future model could create value without creating division,” de Diego said.

No timeline or cost estimates

Details surrounding participation requirements, costs and implementation are still being worked through. De Diego said it is too early to determine whether any future program would involve additional fees or expenses for participating members.

Any model ultimately considered would need to provide clear value and be financially sustainable, she said, adding that CREB would need to better understand both the costs and potential benefits before moving forward.

CREB’s consideration of a new professional recognition model comes as the real estate industry faces increased scrutiny following several high-profile controversies, including the Eric Drinkwater Ponzi scheme in Calgary and the Toronto-based scandal involving iPro Realty’s Ltd. trust accounts, both which came to light in 2025.

De Diego said the board’s focus on professionalism should not be viewed as a response to those events.

“Professionalism has been a strategic priority for CREB for many years and spans multiple boards of directors,” she said.

“Long before any recent headlines, CREB was investing in education, professional development, tools, resources and initiatives designed to support members in delivering exceptional service to their clients.”

CREB has not established a launch date and says the concept may evolve significantly — or not proceed at all — depending on feedback received through the consultation process.

“We are committed to finding the best approach — not to meeting a specific deadline,” de Diego said.

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