Realtysellers Real Estate in Toronto is partnering with PropertyGuys.com, a private sale franchise network, to “bring dramatic changes to Canada’s residential real estate market by together offering unprecedented choice and innovation to consumers,” the companies announced this morning.

“You know the list of the Top 200 brokers in Canada that you just published in REM? This makes us No. 1,” says Lawrence Dale, president and CEO of Realtysellers.

 “Canadians are set against paying billions of dollars annually in high commissions to traditional real estate companies. By partnering together, PropertyGuys.com and Realtysellers will be uniquely positioned to deliver the broadest range of professional services at a more reasonable cost. This is a real game changer for how the industry will operate from now on and a huge win for consumers,” says Dale.

In a news release, Ken LeBlanc, president and CEO of PropertyGuys.com says, “This partnership is possible because of recent industry changes that Lawrence pursued for years. Together we can now satisfy the underserved consumer demand for innovation, change and lower fees. This new union will give our current and future customers access to brokerage services that were previously off limits.”

The original Realtysellers discount brokerage was launched by Dale in 2000, in partnership with former broker Stephan Moranis. The firm offered discounted real estate services, including a flat fee program, but it suspended operations in 2006, stating that it could no longer do business under the MLS rules that existed at the time. Dale and Moranis subsequently filed a number of lawsuits against the Toronto Real Estate Board, real estate companies and individuals and CREA. Two of the lawsuits against TREB are still outstanding.

Last November, Realtysellers re-entered the Toronto area real estate market under the name Realtysellers Real Estate Inc., without Moranis’ involvement. Dale said the Consent Agreement signed between CREA and the Competition Bureau now makes it possible for his business model to succeed.

“The Competition Bureau’s actions pave the way for PropertyGuys.com and Realtysellers to come together,” Dale says in today’s statement. “This is the type of deal that consumers want and traditional agents fear. We’re excited to build a real estate powerhouse with PropertyGuys.com to give Canadians a better and more cost effective way to buy and sell their homes.”

The two firms will operate as partners under their own brands, pooling their resources and services for consumers.

Initially Realtysellers will manage and provide the brokerage services for the PropertyGuys.com Mere Posting Program and streamline how PropertyGuys.com customers place their property posting on Realtor.ca. “Going forward, the partnership will have a unique platform for offering a comprehensive suite of low cost and integrated brokerage and non-brokerage services and options to consumers,” the company says.

Financial terms of the arrangement have not been released. Dale’s group, which includes Toronto businessman Mark Litwin, has become part of the ownership group of PropertyGuys.com and Dale has become a director of PropertyGuys.com, the companies say.

PropertyGuys.com says it is Canada’s largest private sale franchise network. It has 106 locally owned franchise locations across Canada.

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