What is designated representation?
Designated representation is an Ontario real estate practice where one brokerage appoints individual agents to represent the seller and buyer separately, allowing the brokerage to facilitate both sides while keeping each agent's loyalty distinct.
In Ontario real estate transactions, designated representation allows a single brokerage to work with both the buyer and seller by assigning separate agents to each party. One agent represents the seller's interests exclusively, while another agent represents the buyer's interests exclusively, even though both work for the same brokerage.
This model emerged in Ontario as a way for brokerages to manage multiple representation conflicts. Rather than one agent trying to serve both sides (which raises ethical concerns about divided loyalty), the brokerage designates which agent owes fiduciary duty to which client. Each designated agent must disclose this arrangement and cannot share confidential information between their clients, even within the same office.
Designated representation matters because it clarifies accountability. A buyer knows their agent is not also helping the seller negotiate a lower price. A seller knows their agent is not also helping the buyer find reasons to offer less. The arrangement reduces legal exposure for brokerages and protects both parties from genuine conflicts of loyalty.
This is distinct from dual representation (where one agent serves both sides with both parties' consent) and from traditional representation (where agents represent only one side). Brokerages across London, Ontario and the surrounding region use designated representation as a standard practice to facilitate transactions while maintaining clear agent-client boundaries. Sellers and buyers should understand who their designated agent is and that separate representation protects their individual interests within the transaction.