When you walk into a new construction show home in Edmonton, you'll be greeted by a show home consultant. Many buyers assume this person is there to help them through the purchase process — and while show home consultants are knowledgeable and helpful, their role is different from that of a buyer's agent.
Here is a clear breakdown of how the two roles differ and why it matters for your purchase.
This article is intended for general educational purposes only. It does not constitute legal advice and should not be relied on in place of a review by a licensed Alberta real estate lawyer.
What Is a Show Home Consultant?
A show home consultant — sometimes called a new home sales representative — is employed by the builder. Their role is to represent the builder in the sale of the builder's homes. They are knowledgeable about the builder's floor plans, communities, included features, upgrade options, and pricing.
Show home consultants are typically employees of the builder, not independent REALTORS®. Because they are selling the builder's own inventory as an employee of the builder, this role does not always require a real estate licence through RECA. Some show home consultants may hold a licence, but licensing is not a general requirement of the position.
Regardless of licensing status, their professional obligation in the transaction is to the builder — not to the buyer.
What Is a Buyer's Agent?
A buyer's agent is a REALTOR® engaged by the buyer to represent their interests in a real estate transaction. In a new construction purchase, the buyer's agent works on behalf of the buyer throughout the entire process — from community and builder selection through to possession.
A buyer's agent's professional obligation is to the buyer.
How the Two Roles Differ
Who They Represent
Show home consultant — represents the builder. Their goal is to assist the builder in completing a sale on the builder's terms.
Buyer's agent — represents the buyer. Their goal is to help the buyer navigate the process with their interests in mind.
This distinction matters most when it comes to contract review, upgrade pricing, possession timelines, and any situations where the buyer's interests and the builder's interests may not be perfectly aligned.
Contract Review
Show home consultant — can walk you through the builder's purchase agreement and explain its general terms. Because their obligation is to the builder, they are not positioned to flag concerns or advise you from your perspective as the buyer.
Buyer's agent — reviews the builder contract with you from the buyer's perspective, flags areas worth understanding carefully, and works alongside with your real estate lawyer through this process.
Upgrade Guidance
Show home consultant — presents the builder's upgrade options and pricing. Their role is to assist you in making selections from within the builder's offerings.
Buyer's agent — provides independent context on upgrade pricing, helps you think through which upgrades may offer long-term value, and can advise on what may be more practical to complete after possession.
Inspections
Show home consultant — is not typically involved in coordinating independent inspections on behalf of the buyer.
Buyer's agent — can help coordinate independent inspections at key stages of construction and be present to discuss findings with you.
Possession Walkthrough
Show home consultant — may be present at possession as the builder's representative.
Buyer's agent — attends the possession walkthrough on your behalf, helping to document any deficiencies for the builder to review and address.
Do I Need Both?
Yes — and having both is entirely normal in a new construction transaction. The show home consultant handles the builder's side of the process. Your buyer's agent handles your side.
Having a buyer's agent does not mean an adversarial relationship with the show home consultant or builder. Most builders are accustomed to working with buyer's agents, and the process works well when both parties understand their respective roles.
What Does a Buyer's Agent Cost on a New Construction Purchase?
In most new construction transactions in Alberta, the builder compensates the buyer's agent as part of the overall transaction. Buyers typically do not pay their REALTOR® directly. Commission arrangements can vary between builders, so confirm the details with your agent before proceeding.
Jay Lewis is a REALTOR® with RE/MAX Excellence (Lewis & Co. Realty) who works on behalf of buyers in new construction transactions across Edmonton, Sherwood Park, Fort Saskatchewan, Devon, Spruce Grove, and Stony Plain.
With over 20 years of construction experience , Jay brings a practical understanding of the build process to every transaction — which informs how he reviews contracts, evaluates site visits, and approaches possession walkthroughs.
If you are considering a new construction purchase and would like to have your own representation in place before visiting show homes, Jay is available to help.
Call or text Jay at 780-220-8449, or visit jaysells.ca.
Jay Lewis | REALTOR® | RE/MAX Excellence | Lewis & Co. Realty