Royal LePage at 100: Memorable moments

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A.E. LePage at his desk.

A.E. LePage at his desk



Albert E. (“Eddie”) LePage became the first full-time Canadian real estate sales representative in 1913, launching what is now a network of more than 14,000 sales representatives in 600 locations across Canada.

The company motto isHelping you is what we do. The corporate culture is based on collaboration, service and support and its sales representatives are committed to providing clients with the best service possible, even when it means going well beyond the call of duty, the company says. Royal LePage values also include a long-standing commitment to support Canadian communities through its charitable foundation, The Royal LePage Shelter Foundation.

Through the contributions of its sales representatives, brokers and staff, the foundation raises funds to support local women’s shelters, provide grants in partnership with the Canadian Women’s Foundation, and sponsors violence prevention programs. Since 1999, the foundation has raised more than $14 million and is the largest corporate foundation in Canada dedicated solely to helping women to live safer, healthier lives.

Back in 1913, A.E. LePage revolutionized the Canadian real estate industry by being the first to have outbound property showings by automobile, detailed description listings in newspapers, and by using film to showcase fine homes.

Here are some of the other memorable Royal LePage moments during the years, compiled from REM files and information supplied by the company:

The 1970s – A.E. LePage becomes a national real estate company, acquiring smaller companies across Canada and adding new services. It launches the Carriage Trade luxury properties program, the Town and Country Catalogue, and the quarterly Survey of Canadian House Prices.

1984 – A.E. LePage merges with the real estate arm of Royal Trust to form Royal LePage, making it the largest real estate brokerage company in the country.

1994 – Toronto real estate company Johnston & Daniel joins Royal LePage.

1995 – Royal LePage launches, which received more than a million hits per month and in 1996 wins the bronze Ace award for Advertising Creative Excellence in Interactive Mass Media class.

1997 – The company introduces “virtual reality” tours on its website.

1998 – Royal LePage acquires Realty World Canada. “Franchising is no longer a dirty word at Royal LePage,” says president Simon Dean.

1998 – Royal LePage launches the Shelter Foundation, providing financial support to over 150 local women’s shelters and offering education on violence prevention. The Royal LePage Intranet also launches in April featuring a referral directory, art gallery, chat rooms and more.

2003 – The Royal LePage Franchise Services Fund is listed on the TSX. Royal LePage acquires Groupe Trans-Action, a Quebec Realty firm with over 80 offices.

2007 – Brookfield Real Estate Services, owner of the Royal LePage Real Estate network, acquires Quebec-based La Capitale Real Estate Network, Quebec’s fourth largest real estate franchise services company with 68 locations serviced by 1,492 agents.

2011 – Brookfield Residential Property Services acquires the real estate and relocation assets of Prudential Financial Inc. Under a licensing agreement, Prudential real estate brokerage franchisees may continue to use the Prudential brand. Over the coming months, several Prudential franchises join the Royal LePage network.

2012 – Royal LePage launches a new commercial division, less than 10 years after its former commercial operation was sold to Cushman Wakefield. The division includes stand-alone commercial offices and commercial divisions within existing Royal LePage offices.

Royal LePage Trivia

A.E. LePage sold his first family home for $6,500 on Thorold Avenue in Toronto.

A.E. LePage renamed Keele Street in High Park to Parkside Drive when he was having difficulty selling lots. He also renamed Conduit in the east end of Toronto to Glenlake. Houses started selling instantly after the name change.

In 1929,  LePage built a five-room bungalow in one day and sold it by the end of the day. What started as a joke became a successful challenge.

Lucy Maud Montgomery mentions A.E. LePage in volume four of The Selected Journals of L.M. Montgomery.

This story has been updated from the original article that appeared in the March 2008 issue of REM.


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