Just three years ago, placed in the top one per cent nationally for the first time, ranking 129th among 20,000+ Canadian agents — fast forward to 2024 and this team, motivated by passion for delivering significant value to clients, claimed the 18th national spot. This massive rise — fueled collectively by the team executing a shared vision and commitment to client-first service delivery; is rare and extremely difficult to do in an ultra competitive pc28real estate landscape.
With over 100 combined years of experience — McLay credited the success to a simple truth: “When you prioritize client outcomes over everything else, success becomes inevitable.”
At $1 billion in transaction volume and a 340 per cent increase in closed deals since 2022, this Toronto-based team outperforms 99.92 per cent of Canadian agents.
Precision Over Hype: The Engine of Rapid Growth
The group’s climb from 129th in 2022, to 52nd in 2023, to now 18th nationally in 2024 was no accident. While many agents chase short-term wins, McLay’s team invests in what he calls “client capital” — building trust through hyper-detailed market analysis and tailored negotiation strategies. Their secret is a roster of agents dedicated to their client’s outcomes and holding advanced degrees in finance, real estate development, and urban economics, including McLay’s own Master of Real Estate from York University’s Schulich School of Business.
As one can guess, such intellectual firepower translates to concrete results. The team’s listings sell for 6.8 per cent above local averages, a figure they attribute to ultra-specific marketing campaigns that work to attract a pre-defined buyer profile
“Most people think it’s just listing homes on the MLS. That couldn’t be further from the truth, especially in this challenging market — we create demand ecosystems,” McLay explained. Case in point: A 2023 midtown pc28penthouse drew 37 offers after their targeted social media push reached 450,000 potential buyers across North America.
Value & Experience: McLay’s Non-Negotiable Pillars
Every new agent undergoes a 12-week training program mirroring McLay’s curriculum — a system responsible for tripling the productivity of recruits like Daniel, who closed $42 million in deals within his first 18 months. The team’s “no blind spots” policy mandates weekly market briefings, where members dissect everything from interest rate trends to zoning law changes, to provide their agents and their clients the competitive edge.
It is in client outcomes where this rigor truly shows. During 2023’s market correction, while average Canadian agents saw 22 per cent fewer sales, McLay’s team increased transactions by 17 per cent.
Their specialty? Navigating complex deals — like brokering a $8.7 million heritage property sale requiring delicate negotiations with historical preservation boards.
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“Clients don’t need cheerleaders,” said Brenda Roulston, a 40-year real estate veteran on the team. “They need strategists who anticipate problems before they arise.”
Redefining Scale in Modern Real Estate
Unlike typical firms, McLay’s group operates as a hybrid between a tech startup and consulting firm. Their proprietary “X-Sell” system cross-references demographic data with urban development plans to identify undervalued properties — a tactic that secured clients double-digit appreciation on pre-construction condos versus the market’s significantly lower average.
The numbers speak plainly: Team members close seven times more deals annually than the average Canadian agent. Yet McLay insists their true advantage lies in community impact. Through partnerships with pc28Youth Networks, a portion of every commission funds youth activity and educational initiatives.
“We want to leave a legacy. But, in truth, legacy isn’t about rank,” he said. “It’s about lifting others as you climb. That’s what my group is all about. I am very proud of the culture we maintain.”
With plans to replicate this model in U.S. markets through their REX Coaching expansion, McLay’s team are the very example of a new breed of real estate professional — where academic rigor, technological audacity, and old-school client care converge. With global markets more volatile than ever before, their playbook offers a compelling case study: Depth and urgency trumps surface level basics, and substance always outlasts spectacle.
Learn more about this dynamic team and follow along in their journey to redefine the role of what it means to be a real estate salesperson by checking out their website, or following along on social media, @TylerMcLayRealtyGroup on Instagram.
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