Just weeks into his new role as president of Sotheby’s International Realty Canada, Mustafa Abbasi is driven to build on the company’s legacy and move the historic luxury brand into its next phase of growth.

Overseeing more than 35 offices and 800-plus advisors, Abbasi sees opportunity in building on Sotheby’s foundation while introducing a more technology-driven approach.

“The brand is iconic,” he said. 

For Abbasi, he was drawn to both the brand’s legacy and its potential, seeing an opportunity to build on its name recognition and systems while modernizing key areas of the business.

That perspective is shaped by more than a decade building Zolo, a national, tech-driven brokerage platform he co-founded and led for more than a decade before its acquisition by Questrade for an undisclosed sum in 2022.

 

A technology-driven approach

 

At the heart of his vision for his new role, which was announced in February, is embracing technology to help agents increase their productivity.

Based in his hometown of Toronto, Abbasi initially pursued computer science before obtaining his real estate licence in 2002. Having the perspective from both worlds is key to how he measures progress. 

Drawing on his experience scaling Zolo to 165 million annual visits and more than $10 billion in transaction volume, he said the most effective use of technology is in the background.

“If it’s done right, it doesn’t replace the human relationship. It protects it,” he said.

At Sotheby’s, he sees introducing artificial intelligence and automation to handle routine tasks and reduce administrative burden, allowing advisors to focus more on clients and relationship-building.

Abbasi also points to broader industry shifts that could shape the company’s technology roadmap. Sotheby’s International Realty’s global affiliate was acquired in 2025 by Compass, one of the largest and most technology-focused brokerages in the world.

“That opens up some very interesting possibilities around technology for us,” he said.

 

Elevating the digital experience

 

That approach extends to marketing, where the digital experience for consumers plays a central role, especially in the luxury space, where getting international eyes on listings is paramount

“Our website is the cornerstone of everything we’re investing in,” Abbasi said.

With today’s buyers more informed than ever, he notes that it is critical for Sotheby’s to be present at the start of every search process.

“We want to make sure that when someone begins their journey online, we’re their go-to.”

While Sotheby’s Canada already boasts 1 billion annual online impressions, Abbasi sees room to elevate the experience through improved usability, richer property presentation and more advanced search functionality. Plans are also underway to expand that experience into a dedicated mobile app.

“We want to make sure the experience is seamless and it feels as premium as the properties we represent,” he said.

 

Competition at the top end

 

Competition is rising in Canada’s luxury space, despite a less exuberant market compared to a few years ago. Last month, New York brand Douglas Elliman announced its expansion north of the border, joining a cast of luxury players all vying for market share. 

Abbasi views competition as a positive force

“Competition pushes you to raise your standards,” he said.

He maintains that Sotheby’s remains well positioned, supported by a strong global brand and established presence in the luxury market.

“When a seller wants to reach the world’s most qualified buyers, our name comes first,” he said.

With an increased focus on technology, Abbasi believes the company can further strengthen that position and continue to differentiate itself.

“We’re already leaders in the space,” he said. “Now we’re adding a layer of technology that will help separate us from the competition.”

 

Growth and outlook

 

Abbasi also sees opportunity beyond Canada’s traditional major luxury markets.

“Luxury isn’t just limited to a few major cities,” he said.

The company recently opened a new office in New Brunswick and is assessing expansion opportunities in markets across British Columbia, the Maritimes, Ontario and Quebec.

“We’re looking at where growth is happening and where we can expand.”

For Abbasi, success in the role begins with the foundation he’s stepping onto, and building a path for Sotheby’s to sustain its legacy. 

“If we can help our agents grow their business and improve the client experience, that will be a success,” he said.