About the Strategic Plan
Throughout 2024, the RAE’s Board of Directors undertook a comprehensive and detailed process to develop this strategic plan. It included industry partner interviews, staff engagement, an in-depth analysis of the external environment and a two-day planning retreat. This process generated a meticulous and detailed plan that will support member success for the next
three years.
About The RAE
For nearly 100 years, the RAE has been serving the needs of REALTORS® living and working in the Greater Edmonton Area and beyond.
Our 5,000+ members help Albertans from all walks of life achieve the Canadian dream of property ownership. The RAE is also the voice of real estate in the Greater Edmonton Area, working closely with elected officials at all levels of government to fight for public policy that supports property ownership and a robust real estate market.
We’re proud to help our members succeed by offering cutting edge products and services including Paragon (RAE’s Multiple Listing Service®), professional education and enforcing a strict Code of Ethics and Standards of Business Practice. Our Members are also actively involved in surrounding communities through support for charities and not-for-profit organizations like the REALTORS® Community Foundation. Through the RAE’s support, the Community Foundation was able to provide a one-time $200,00 donation directed towards a Habitat for Humanity build in a North Edmonton community. In 2023/24, the Foundation donated $332,420 to local charities.
Helping RAE Members Succeed
Supra Keybox System
%
Paragon®
%
MLS® Help Desk
%
Advocacy on behalf of REALTORS®
%
Enforcement of rules with REALTORS®
%
RAE Communications with its members
%
Statistical Data
%
RAE Education & Professional Development Program
%
Commercial Services
%
Our Mission
Building a community of trusted real estate professionals by offering comprehensive services, promoting our members’ interests and advancing professionalism within the real estate sector.
Our Vision
REALTORS® remain the leading choice for trusted advice, ethical service, and unmatched professionalism in every real estate transaction.
Dear RAE members:
The real estate industry is changing.
From technology disruption to shifting consumer attitudes towards the home buying and selling process, REALTORS® are facing unprecedented demands on their business.
At the REALTORS® Association of Edmonton (RAE), our foundation has always been our ability to support Members through shifting challenges and opportunities, helping you thrive in a dynamic real estate landscape.
Now, we take the next step.
Our new strategic plan, Foundations for the Future, builds on what we’ve achieved together. It reflects your priorities and the values that define our Association while preparing us to meet the demands of an evolving industry. The plan is anchored in four key areas of strategic focus:
Professionalism: The RAE will enhance member skills and standards to position REALTORS® as trusted professionals in their communities.
Member Confidence: Through helpful resources, transparency, and support, the RAE will strengthen members’ trust in the Association.
Service Excellence: The RAE is committed to delivering seamless, professional support that exceeds member expectations.
Collaboration: The RAE will foster strong partnerships to shape the future of real estate for members and the public.
At the RAE, everything we do is rooted in our commitment to your success. This strategic plan is no different. It has been crafted with one purpose in mind: to help you thrive in every aspect of your business.
The RAE’s mission, vision and priorities are not abstract concepts; they are a roadmap to ensuring you have the tools, support, and advocacy you need to succeed. Whether you’re navigating complex market conditions, serving your clients with the highest ethical standards or building your business in a competitive industry, this plan is designed to make your journey easier, your work more impactful and your professional value unmistakable.
Sincerely,
Darlene Reid
2025 Board Chair
Together, we will shape the future of real estate.
The RAE's strategic plan is guided by a clear set of focus areas designed to support the professional growth and success of our members. Under each focus area, the RAE's Board of Directors has identified strategic priorities aimed at empowering members, strengthening industry relationships and enhancing the overall member experience.