In a country as regionally diverse as Canada, broker distribution is anything but uniform. Nowhere is that more apparent than in the eastern provinces, where client expectations, talent development, and communication styles diverge sharply from the national norm. According to Joseph Carnevale (pictured), a regional president at Acera Insurance, success in Eastern Canada hinges on one principle: get personal and stay intentional.
“They prefer a local touch, someone who is there, who is their neighbour, who they see at the local school or coffee shop,” Carnevale said. “They want to see your eyeballs.”
While digital tools and national infrastructure matter, Carnevale stressed that in-person presence remains non-negotiable in these regions. “The last thing they want is an implant from across the country who they can’t relate to,” he said. “So you cater your model - put your people up front, and visit regularly in their community.”
Compared to tech-driven hubs like Toronto, the East demands a slower, relationship-based approach. “That’s the consistency across Canada,” he said. “As long as you do what your clients want, they’ll be happy and you’ll be successful.”
Carnevale’s approach centres on hands-on mentorship. “Nothing differentiates more than the attention you give to people who you think would make great salespeople,” he said. “You have to understand what motivates them, what their strengths and weaknesses are – and coach them through that.”
While many brokerages offer structured training programs, Carnevale believes sustained success depends on regular, individualized guidance. “Every quarter, revisit what your people are struggling with and help them eliminate those weaknesses,” he said. “But you can’t just throw them a book and say, ‘Good luck.’ That’s where organizations fail.”
He acknowledged the role of provincial broker associations in providing resources like online courses and workshops. Still, he insists real development comes from within. “Supporting your people isn’t just about paying them – it’s about investing in tools, support, and accountability. And the best organizations do that intentionally.”
“We get so used to industry jargon: 24/7 claim service, access to 100 carriers. But if a client doesn’t know why that’s important, it’s just noise,” he said. “You have to translate features into benefits that actually matter to the person you’re speaking with.”
That translation starts with listening – what he calls a “soft” skill making a hard comeback. “It’s not about showing how smart you are. It’s about connecting with people and solving their problems in their language.”
Too often, Carnevale sees newer brokers focus on what they can sell, not what the client truly needs. “But when you truly listen, ask open-ended questions, and build real stories into your pitch, that’s where you stand out.”
Communication gaps between generations are also shaping how brokers work. “The younger generation, raised on digital communication, often struggles with small talk and conversational nuance,” Carnevale said. “But over time, they’ll connect with their own peers using a different cadence.”
Still, today’s decision-makers – often in their 40s to 70s – expect a level of formality and clarity. “If you can’t articulate your message, you won’t get very far, no matter how smart you are.”
He pointed to a young broker on his team who’s opted for in-person meetings exclusively. “She’s just three years in, but decided she only wants to meet clients in person. That’s rare today, but refreshing – and it works for her. The key is that she’s made a conscious decision, and she’s building intentionally.”
Carnevale’s final advice is straightforward: “Tools are great, but without people skills, they don’t matter. Be intentional. Know your client. Speak their language. And support your people every step of the way.”
Whether navigating the winding roads of rural Nova Scotia or scaling up digitally in downtown Toronto, brokers across Canada need one universal skill: the ability to listen, interpret, and deliver value in a way that truly resonates.
