Jas Takhar says the days of traditional real estate marketing are over. He says buying space on billboards and buying commercial time on television and radio are no longer effective messaging tools for real estate agents.

“I don’t think anyone’s paying attention anymore,” he says.

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Takhar is co-owner of REC Canada, a full-service real estate sales and consulting team operating under the banner of Royal LePage Signature. He co-founded the team l5 years ago in Toronto. About five years ago, he says he had an epiphany that led him to change his advertising tactics. He decided to engage potential clients through in-person events and webinars, Instagram, Facebook, Twitter, YouTube, podcasts and other types of social media.

The REC Canada team
The REC Canada team

“In total, we have a little over 250,000 downloads of the Jas Takhar podcast. For our YouTube channel and other social platforms, Instagram, TikTok and Facebook we have a little over two million views in total.”

There was another key to Takhar’s success. His new advertising philosophy wasn’t based on cold calls or high-pressure sales tactics. Instead he focused on educating the public on how to sell their own homes and how to buy homes and invest in real estate. This strategy may seem counter productive, but Takhar explains his reasoning: “I know that less than two per cent of the marketplace will do it and if I’m the guy who’s giving the information and bein authentic about it, and not caring if they use me, they generally come back.”

His new branding strategy has gained the trust of his clients and today he has more than 50 agents. In 2021 they sold over $350 million worth of real estate.

“Content is king,” says Takhar. “Getting the brand out there is more important than sales.”

He says, “You can’t be a secret agent anymore. The best way to be noticed in 2022 is to produce content on the platforms that people are on.” He says the many social media channels available “give you the ability to educate.”

Takhar started a media company called FTGU Media to create, write, shoot, edit and posts content for the real estate agents. With FTGU creating content, REC has enabled new ways for agents and clients to interact, he says. Currently FTGU delivers content for 29 agents a month.

With help from REC’s VP Laura Stewart, the company creates more than 23 pieces of content a day with the focus on real estate. Stewart specializes in representing buyers and sellers in Toronto’s most affluent neighbourhoods, including Banbury, Lawrence Park, Moore Park, Rosedale, York Mills and Don Mills. Her marketing background benefits both the agents and clients working with her.

Simon Papailias
Simon Papailias

Takhar’s partner and co-founder of REC is Simeon Papailias. He is in charge of retail, commercial real estate, business sales, mergers and acquisitions, tenant placement and relocation. Bobby Puim serves as VP of operations, where he oversees finance and accounting, information technology, infrastructure, team building, relationships and business development. REC’s client service manager is Shem Shariff, who acts as a liaison between the REC team and their clients. She ensures that the clients files are managed from start to finish.


  1. Always surprised others haven’t done this. Clearly it works and today there are so many more items to work with. I had one particular client who was a traveler businessman going through a divorce. Never met him (or her). Communicated intermittently for three years. Left me the keys to the house in his mailbox one day and wrote to leave listing documents on the table. I instructed to take to both his and his wife’s lawyers. Coincidentally I vaguely knew each lawyer. He had read my articles and update area sales for three years.

    I had a lot of those stories.

    He had always said when he was ready he would say so.

    you wrote:
    “In total, we have a little over 250,000 downloads of the Jas Takhar podcast. For our YouTube channel and other social platforms, Instagram, TikTok and Facebook we have a little over two million views in total.”

    “His new branding strategy has gained the trust of his clients and today he has more than 50 agents. In 2021 they sold over $350 million worth of real estate”

    Correct me if I’m wrong: $350,000,000 divided by 50 agents equals 7,000,000/per.
    Back in the day in a blue collar town my 24% market share was 14,000,000. And there weren’t a lot of million dollar sales. And it did net me first place among RLP region of 3000 area reps. It would be substantially different today with all the mega million dollar properties. No better business in the whole world.

    [Do you track where each sale was generated from?]

    You didn’t invent that system concept but of course years ago all the processes were not available as they are today.

    Back in 1997 when seemingly almost overnight the Net seemed to have dropped out of no place in the skies…

    Suddenly in domain demand I was one of the first domains in Canada, and transitioned my newsletter educational material I had written years earlier into online articles. By adding new material constantly I found myself way ahead of my time. I was often number one in Google searches for our market and always in the top ten searches. WHY? And it upset many colleagues.

    By changing content constantly, back then it triggered the bots. I don’t know if that still applies.

    Each listing had a specific private story book web page and constantly changing real estate edu material, general material. No one else was doing that at the time. It brought my Net front and centre. Using the concept you currently refer to. No question it works. I used it for more than thirty five years. I had to put my lic on hold due to medical reasons.

    People I’ve never met or heard of still privately email me and say: “please come and list my house. Here is where I live.”

    How many agents can tell such stories. I’ve never cold called or otherwise requested their business. Not ever. I enjoyed every point of contact.

    I had a most wonderful career and appreciated every point of contact. I wasn’t looking to make friends but I certainly did expand my contact list. Be careful to enter a contact date and how you got the contact.

    Carolyne L

    Sent from my iPhone

    • Agents never need to pay for leads. In all the years I never paid for leads. I’ve heard that many agents pay thousands of dollars monthly. I would like to hear the ratio relationship. Paid leads turned into actual transactions. I don’t recall hearing such stats. Does anyone actually record such?

      I loved keeping charts and graphs printed on Mylar so I could overlap and easily refer to historical local production, even in specific subdivisions. One particular subdivision had 800 homes within a general map demarcation line. My mapping was so worthwhile.

      And I had paper map wall print outs with coloured map pins and sidebar references. As people were in the office they could refer to accomplishments. And even point to their neighbours’ houses.

      I had photos of Mylar sheets to carry in my presentations. Of course today it all would be computerized. But I found people actually preferred the pre computer presentation. They didn’t like power point and neither did I. The kiss formula aways works best. The brain retains visuals easily.
      Newbies in particular can build a successful substantial business base still using old systems.

      Imagine. Not everyone is even yet computer friendly. And some find it overwhelming. It’s not about showing the public how smart you are. It’s about narrowing down information so it is speaking their language and about how the information applies to their specific requirements. Offering you no need to buy leads; not ever. You can only live and function one day at a time. My yellow brick road worked so easily. And I never “sold” anything to anyone ever. I was purely an information provider. I’m living proof it works.

      Carolyne L


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