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.
Courtney Zwicker is a digital reporter and associate editor for REM. Based in Atlantic Canada, she has over a decade of experience covering daily business news.
Just thinking out loud, so feel free to shoot this down. What about production-related designations? I know we have the brand/brokerage awards and stuff, but I’m talking about something that shows that a realtor has sold ….10 homes a year for 3 years, or 5 years. I chose a somewhat arbitrary number that a full-time realtor would have in most markets. It’s less of a boast for the realtor (as the brokerage awards sometimes are) but more of something a prospective client could see and know that this agent actually closes transactions regularly, and is therefore at least good enough to have regular business. For me, knowing my main mechanic has worked on hundreds (thousands?) of cars gives me much more confidence in his diagnosis and overall skill. Anyway, maybe a silly idea. Thoughts?
Sure why NOT? Listing – sales are down, I recently read an article for a Calagary based agent upon his review of the Calgary MLS 65% of members did NOT MAKE A SALE IN 2025-2026, challenging market and it may get a lot tougherthan easier. The CREB is seeking ways to generate another revenue stream, more education more fees. istead of the CREB trying to reduce expenses and and create more efficient operation more education is easire route, and I keep my job, give me a break
This article raises an important discussion, but there is additional context that readers across Canada should be aware of.
This proposal is being advanced during one of the most turbulent periods in recent Calgary Real Estate Board history. Over the past year, CREB has experienced multiple director resignations, significant governance controversy, litigation involving organized real estate in Alberta, and ongoing discussions regarding a potential merger with the Real Estate Association of Edmonton.
Against that backdrop, many REALTORS® are asking a simple question: what problem is this proposal actually solving?
Chair Susanita de Diego is correct that professional designations have long existed within organized real estate. However, credentials such as GRI, CRS, ABR, SRES, and CIPS are nationally and internationally recognized programs developed through established industry organizations. The proposed “CREB REALTOR®” model is fundamentally different. It would be a locally developed credential promoted as a leading consumer option.
That distinction matters.
CREB’s own Strategic Plan contemplates establishing a “CREB REALTOR®” professional membership model and promoting the “CREB REALTOR®” brand as a leading consumer option. It is therefore reasonable for members to question whether consumers may be encouraged to view one group of REALTORS® as superior to another.
If the objective is to elevate professionalism, why not work with provincial and national organizations to improve education and standards for all REALTORS® rather than creating a Calgary-specific designation?
The timing also raises questions. This initiative is emerging while CREB is engaged in litigation with the Alberta Real Estate Association and simultaneously exploring structural changes to organized real estate in Alberta. Many members see the proposal as less about education and more about organizational differentiation.
Equally concerning is the lack of transparency surrounding the initiative. While the concept appears in CREB’s Strategic Plan, members have not been provided with a detailed business case, implementation framework, cost-benefit analysis, or explanation as to why existing industry-recognized credentials are insufficient. Nor do the Board minutes released to members explain who originated the proposal or how the Board arrived at this conclusion.
Members have also learned that participation in the proposed course could cost approximately $339. Before asking REALTORS® to invest additional time and money into another credential, CREB should clearly explain the measurable benefit to members, consumers, and the profession as a whole.
Chair de Diego’s comment that CREB is “committed to finding the best approach — not to meeting a specific deadline” suggests that substantial concerns have already been raised through the consultation process. That is likely a positive development. A proposal of this magnitude deserves careful scrutiny before creating a designation that could fundamentally alter how REALTORS® are marketed to consumers.
Professionalism is a goal that every REALTOR® supports. The question is whether a Calgary-specific designation is the best way to achieve it.
Jason Bamlett
Former Director, Calgary Real Estate Board
Former Vice Chair, Residential Real Estate Broker Industry Council, Real Estate Council of Alberta