Sam McDadi was recently recognized by a stranger at the airport and congratulated for his new partnership with the Toronto Raptors.

Sam McDadi Real Estate Inc. in Mississauga, Ontario became the official real estate brokerage of the Raptors on November 1, a day sales representative and owner, McDadi, marked with a trip to Scotiabank Arena for the Raptors versus Milwaukee Bucks game. The arena was plastered with McDadi ads.

Where it all began

It all started innocently enough. About five years ago, McDadi’s friend, Raptors superfan Nav Bhatia, said he had tickets and asked McDadi if he would like them. McDadi thought he’d go to a few games and offer tickets to other people but after the experience of sitting courtside, he was hooked and went to all of the games himself. “This is too much fun,” he says. McDadi even ties his travel to the Raptors’ schedule.

Before the partnership, McDadi, who loves sports and had been a Raptors fan for years, had organically grown a relationship with the basketball organization, helping one player, then numerous players and coaches, with their real estate needs. 

Then, Maple Leaf Sports and Entertainment approached him with an opportunity to partner. It took a couple of months to work out the details of the three-year sponsorship. 

How the partnership works

McDadi says the partnership is a good fit because he and the organization share the same values. When the Raptors promote McDadi Real Estate as its exclusive broker, it “adds to our credibility and image,” he says. “They talk about us in their venues and online.”

In a news release, Julian Franklin, vice president of partnership development and strategy at Maple Leaf Sports & Entertainment/MLSE, says, “We are pleased to announce Sam McDadi’s long-standing support of the Toronto Raptors has transformed into a dynamic partnership with the team. We are looking forward to introducing exciting joint programming to our fans this season.”

Team McDadi at Scotiabank Arena

McDadi attended the Giants of Africa Gala, co-founded by Toronto Raptors president Masai Ujiri. “I was happy to be there and some clients got to meet players,” the realtor says.

Successful cross-promotion

McDadi promotes the team on his website and other marketing materials, a partnership that benefits both brands. His seven-person marketing team comes up with concepts and once he approves them, it’s full steam ahead. 

McDadi’s Open House, an interview series featuring athletes and celebrities, has included Raptors players. It offers fans a behind-the-scenes look into their homes.

The CP24 segments are a “fun series,” he says from Miami, on location for a shoot with a high-profile athlete for an upcoming feature.

Tips for agents who want to follow in McDadi’s footsteps

“I’ve been in the business for 35 years now. I’ve worked hard to build a good brand. Slow and steady wins the race. Someone else could have the same level of success, but you must be patient,” he says.

“Things happen organically. Don’t be pushy. With any client, regardless of the price of the property, being pushy doesn’t work. Let things evolve. Don’t try too hard.”

And, an all-important piece of advice: “Keep everything confidential. Don’t post (all kinds of) pictures. Athletes like respect and privacy.”

The Raptors partnership is in its infancy, but McDadi says, “We’re off to a great start. The best is yet to come.” It’s about a successful partnership that benefits both brands, but it’s also about fun and being involved in something you’re passionate about, he says.

An industry partnership with the Toronto Blue Jays

Broker Jeffrey Kerr of Re/Max Prime Properties Unique Group in Toronto also knows what it’s like to be passionate about a sports team and to have a dream-come-true partnership.

When Re/Max Canada announced that its realtors are the official real estate agents of the Toronto Blue Jays, to say Kerr was pleased would be an understatement. Kerr, who on most days wears a Blue Jays t-shirt, is elated about the national sponsorship, which runs until the end of the 2025 Jays’ season.

“The Blue Jays are the only MLB team in Canada, so it was a good fit with Re/Max promoting the team across the country,” he says.

David O’Reilly, partnerships director for the Toronto Blue Jays, says, “The Blue Jays are Canada’s baseball team and Re/Max has a network of more than 25,000 brokers and agents across the country, making our partnership a perfect match. Together we are working to grow our respective brands and engage Canadians.”

It’s all about brand recognition, Kerr says. “We’re allowed to incorporate the Blue Jays brand in our advertising and website. Brand awareness creates a good connection point with clients. For Jays fans, it’s a conversation starter. It’s a way to build up relationships.”

Jeffrey Kerr at his Blue Jays-themed desk

When he visited the Rogers Centre in the fall, Kerr says that seeing Re/Max branding across the arena was very “impactful.”

He’s working on Toronto Blue Jays-related events to offer clients. “I love to take clients to Jays games,” Kerr explains. It’s Blue Jays all the time — he has a Blue Jays flag flying outside his home and when he’s not working, he’s either at a game or watching one on TV. “The Jays sponsorship really speaks to me.”

As for the other side of it, O’Reilly explains, “Our partnership gives Re/Max Canada the ability to leverage the Blue Jays brand in nationwide marketing and communications efforts to help drive brand affinity and consideration among the millions of Blue Jays fans in communities across Canada. We’re grateful for Re/Max Canada’s support and are excited to build a best-in-class partnership in the years ahead.”

How to find a meaningful partnership

If big league sponsorships are too expensive for small offices or agents starting in the business, Kerr recommends choosing a sport that you’re passionate about and starting by sponsoring a local team.

For example, he sponsors his daughter’s girls’ softball team, called Kerrazy, and says he gets a lot of personal satisfaction by helping the team out. He has a video on his website about the team and its achievements.

Make sure you pick a reputable league and that you have a passion for the sport. “Most sports leagues are looking for sponsorship, so call them and discuss the opportunities. It’s important to support the community you’re working in. If you’re new to the area or a new realtor, call and ask about advertising opportunities.”

Kerr reminds agents that small sponsorships can go a long way. “Conversation = relationships = business.”

Finding the perfect home for a client is challenging enough, but it’s a completely different type of search when they need a house that can be modified to be accessible.

“A modified home is a rare commodity so, most often, agents will be tasked with finding a house that can be renovated to meet an individual’s accessibility needs,” says broker and accessible housing expert Jeffrey Kerr of Re/Max Prime Properties Unique Group in Toronto. When searching for a home suitable for modification, he says, “The learning curve is steep.”

Kerr provides some advice about what to look for to determine if a house is modifiable. 

How to tell if a house can be modified

Meet with your clients to understand their requirements and what accessibility means to them. “Ask if they are working with an occupational therapist, a professional who can determine their immediate needs, what they will need in five years and the longer term, 10 years plus,” he says.

Knowing this helps an agent help their client make the right move the first time. Otherwise, they may have to make multiple moves to accommodate changing needs over the years.

“Don’t be shy about asking questions,” says Courtney, whose husband Mike suffered a spinal injury in 2017. When you ask questions, it’s “an opportunity for the client to use their own language, and you can follow suit. An example is that Mike doesn’t like it when someone says ‘You’re in a wheelchair’. Instead, he refers to himself as a ‘wheelchair user’.”

Kerr says, “Look and understand what your client’s mobility needs are and watch to see how the individual moves in their space and how their house suits (or doesn’t suit) their needs.”

He also advises to ask about budget and geography. “Where do they want to live and is it realistic in terms of budget?”

Expect that most of the time you will be speaking to a parent, a family member, an occupational therapist or a case manager — someone other than the end-user because that individual may be in a rehab hospital.

The rehab team is instrumental in helping individuals make connections. “I get a number of calls from individuals, social workers and staff from places such as Lyndhurst Centre (a Toronto rehabilitation hospital),” says Kerr, who is referred by social workers. For aging parents, it will likely be an adult child who takes the lead. 

Mike and Courtney’s journey

Mike and Courtney reached out to Kerr after seeing his booth at an accessibility show and reading his book Barrier Free Real Estate: Achieving Freedom At Home.

Years after the injury and after they had spent more than $300,000 on renovations, the couple decided to check out their options rather than tackle another renovation. They wanted more space (they have a seven-year-old child), a second bathroom and to remain in Hamilton, Ontario.

“After the injury, we didn’t want to move. We live across from a park that has paved paths and two playgrounds. It fit our needs at the time,” says Courtney. “We put off renovating the basement but did an addition.”

She says they spent countless hours on research and looked for bungalows with open layouts and good bones. They also wanted two exits and a furnace in a location that would allow for the installation of an elevator.

After six years of living in their modified home, Courtney says they knew what they wanted in their next home. She sent listings to Kerr, who, she says, can look at a listing or a house and tell if it can be modified. Another of Kerr’s assets, she says, is “knowing all the right people (i.e. contractors and elevator installers) to get the job done.”

The couple’s new modifiable home

Kerr says the home Mike and Courtney bought can be further modified to meet Mike’s needs. The house (bought conditional on the sale of their current home) has a wood ramp in the double garage, and a few doors have been widened, but not much else has been done in terms of accessible features.

However, “It is modifiable. It has an open-concept living and dining room and a hallway wide enough for a power chair. The kitchen also works. Mike can reach the dishwasher, sink and stove on the right (stronger) side,” Courtney says.

The lower level has a bathroom but is otherwise unfinished, offering a clean slate for the couple to finish the space to suit their needs. Kerr says they were lucky to find a high basement, which even when finished should be 7.5 feet high.

The couple plans to renovate their new home to include an expanded bathroom with a roll-in shower and a through-the-floor accessibility lift that will connect the main and lower levels.

Multiple levels — a no-go

When looking for a modifiable home, the entrance (how the individual will get in and out) is an important consideration. “Ideally, the entrance will have a ramp or gently rising landscape to the front door,” Kerr says.

Both Kerr and Courtney feel that if there are steps inside the front door, the house is a no-go. Single-level living is best, especially if the primary rooms, bedroom and bathroom are on one level and there is a double garage with direct access to the house. “It’s nice to pull in and transfer under cover to avoid wet wheels.” (If there are a few steps from the garage into the house, a ramp can usually be built to connect the spaces.)

A two-storey house with suitable space for an elevator is another option. An elevator that connects the lower level, main floor, second floor and garage is the ideal scenario.

Consider these other elements

Additional considerations include space to store/park wheelchairs and other mobility equipment. Kerr says some people leave their power wheelchairs outside and use a manual chair inside or have backup chairs, so extra storage space is a must. “In condos, make sure there is enough space to park devices and that the spots are beside an outlet.” 

Another point to remember, Kerr says, is that “not everybody needs to move if the right modifications can be made. It’s expensive to move and most people like their neighbourhood and prefer to stay.”

He advises potential clients about what can be done so they can live in their current homes longer. “It could be a matter of renovating the main-floor bathroom or coming up with an entrance solution.”

Although he has developed a good eye for spaces that will accommodate modifications, Kerr says he likes to bring in a modification expert.

“Now that the market has quieted down, extra conditions can be included. I insist that a modification expert look at the home because modifications cost a lot of money. I want to give (clients) the correct advice,” he says. “If I can’t get the modification expert on condition, it pays to have the expert there to view the home early. Explain the situation to the listing realtor. They’re usually understanding and allow extra time for the modification expert.”

Courtney says they insisted on three conditions — approval from a modification expert, conditional upon the sale of their home (they are nervous about the market) and a home inspection.

To encourage the sellers to accept their conditional offer, Courtney and Mike wrote a letter to explain their situation and how serious they were about buying.

Kerr has connected with experts over the years, but for those just starting out, companies that do home modifications or residential elevators are a good source of information. “Ask if they know anyone who specializes in accessible renovations,” he advises. “Professionals at rehab hospitals may be able to provide information about who their clients are working with.”

Kerr does some consulting and charges an hourly rate. Having gone through the process of advising the Real Estate Council of Ontario, they are aware and permitted him to act as a consultant, in addition to buying and selling.

With an older population and people’s desire to age in place, as well as all ages needing accessible homes, the demand for modified homes continues to grow. “As long as the work has been professionally done, there is good value in resale,” Kerr points out.

Courtney recommends Kerr’s book, Barrier Free Real Estate: Achieving Freedom At Home, as a good starting point for agents and clients.

After almost 50 years in the industry, Jamie Johnston, broker of record/owner of Re/Max Condos Plus Corp. in Toronto, is hanging up his real estate hat.

Over a long and storied career, Johnston has pioneered many concepts, including the use of the lawn sign-and-post program still in use today, and advertising listings on the internet. He also came up with the concept of real estate companies offering both franchises and company-owned offices.

Johnston’s background

Johnston was born in London, England, and came to Canada as a baby. “I grew up in Ottawa and left home for Queen’s University in Kingston, Ontario — never to return. I started in a real estate brokerage in 1975,” he says.

He played football for five years at Queen’s while earning honourary and master’s degrees in economics. Johnston was also a CFL third-round draft pick.

“I was drafted by the Calgary Stampeders in 1968 in the third round. I was offered a $500 signing bonus and a $6,500 salary. UBC (University of British Columbia) offered me a $2,500 scholarship and a $1,800 research assistantship to do my MBA. Back then, tuition for an MBA was $750,” he says.

Johnston chose to attend UBC, where he completed his Master’s degree in real estate and finance.

Before owning his own brokerage, Johnston held a variety of positions in real estate operations, franchising, marketing and relocation, working in every position except sales, he says.

Landed executive role in 1975

While working with Marathon Realty as an assistant to the president and vice president of finance, Johnston says he was approached by a head-hunter. He interviewed and got an executive position at Canada Permanent Trust in 1975.

“It appealed to me,” Johnston says. “I’m an entrepreneurial person. It was a base salary, commission and profit-sharing, which I found appealing.”

Set up and advertised guaranteed sales plan

Johnston set up Canada Permanent Trust’s guaranteed sales plan — if a house didn’t sell in 30 days, the company would buy it. He says, “It was a winning strategy.”

He also advertised the program on television, which he says was a first for brokerages.

Sign-and-post program: A first in Canada

While at Canada Permanent, he brought the lawn sign-and-post program, originating from California, to Canada. Johnston says the signs changed industry advertising.

He knew Canada Permanent had to do something different to keep growing, so he decided the company would offer franchises alongside company-owned offices. “The regulators said we could not operate both, and I asked them where it said that in the Real Estate Act. (It didn’t.)”

Instant connection turned successful partnership

“I met Jamie in 1986,” says Roy St. John of Re/Max Condos Plus Corp. “He was VP of the Real Estate Franchise division of Canada Trust at the time. I was managing the Royal LePage office in Aurora. We took to each other instantly and it grew into the best partnership that I ever had.  We agreed early that he would be the brains and I would provide the entertainment (plus some sales).”

New opportunities

Johnston left Canada Trust in the early 1990s, ready to take advantage of the next opportunities, this time with Family Trust and relocation company Employee Relocation Services (ERS).

“Jamie’s first success for our partnership,” says St. John, “was to uncover an opportunity to submit a bid on behalf of ERS to secure the first relocation contract for the annual posting of soldiers employed by the Department of National Defence (DND) across all bases in Canada.

When we met with the heads of all of the major realty brands competing for the contract to learn who had won, a general representing the DND walked past everyone in the circle, straight over to Jamie, and shook his hand. We won the agreement.”

Buying a successful business

Family Trust was later bought out by Manulife, which was interested in the trust portion of the company, Johnston says, so he and St. John purchased the real estate and mortgage side of the business.

Johnston explains that Family Trust was the first organization in North America to advertise listings on the internet and provide agents with virtual email addresses.

More industry innovation

“Jamie has a unique ability to assess the past, present and future of our industry,” says St. John. “That’s why, as president of Family Realty, he had us beat the competition in placing our listings and agent profiles on the internet. We even hosted a reception for Toronto Regional Real Estate Board (TRREB) members to learn about the power and applications of web pages and search engines.”

The event was attended by 1,000 TRREB members. Johnston and St. John showed them how to list a property and how to order a pizza online. “The audience was wowed when the pizza arrived right on time,” Johnston says.

“Were smoke and mirrors involved? We’ll take that to the grave,” St. John says.

Re/Max Condos Plus is born 

Johnston purchased Stinson Realty Corporation in October 1998 and changed the company name to Re/Max Condos Plus Corp., which he says has grown to become the largest resale condominium and loft broker in Toronto.

A handful of years ago, Johnston came up with another new concept that’s “ideal for those who want to own their own company but can’t operate a company,” as he describes it. Johnston explains, “We look after everything. Our admin officer even does Real Estate Council of Ontario audits. That leaves agents to do what they’re best at: sales. They pay all of the commission into the company and pay themselves a draw.”

Winding down

Last year, Johnston says he realized it was time to wind down. In June 2023, he merged his firm with Tim Syrianos of Re/Max Ultimate, with whom he has a working relationship of about a dozen years.

“The merger has been good. We were able to save all staff and our agents work well together,” Johnston says. “I’ve reached my best before date. I’m well in my 70s and have other things I want to do.” 

Although Johnston’s son Jeff is in the business, he’s not interested in taking over. “He said you work too hard and I don’t want to take a pay cut,” says Johnston, adding that some of his agents make over $1 million a year, and he’s thrilled when his agents make more than he does.

Jamie Johnston and son Jeff Johnston. Jamie says Jeff is one of the top agents in the company, they share season tickets for the Toronto Raptors and, about the trophy shown, “That is the championship trophy.”

What’s next?

Johnston will retire at the end of the year and spend more time at his Tampa, Florida condominium with his wife of 55 years, Sandy. A boat cruise from Boston to the Maritimes is also in the plans, and he wants to spend more time with their three children and seven grandchildren.

And, he says he and his eldest son will be writing a non-fiction book that has “nothing to do with real estate”.

Parting words of wisdom

After all of his time in the business, Johnston offers some advice for salespeople. Although he never found one, he recommends agents find a mentor. “And agents need to remember rich people are the ones who own companies.” He says that although he made “big bucks”, as an employee he “just got taxed to death. It’s hard to accumulate anything as an employee.”

Thinking back on his career, Johnston says, “It’s been really good. I’ve had a great career in real estate.”

This visionary leader will be missed

“Everyone who knows Jamie has benefited from his insights and personal counseling, me included,” says St. John. “His retirement is leaving a huge legacy.”

Nancy Sears, corporate business development at Re/Max Premiere Inc. in Vaughan, Ont. has known Johnston for about 30 years. She was Johnston’s number one franchisee for Family Trust, operating Family First Realty. “(Jamie) is one of the most innovative and visionary leaders in the real estate industry,” Sears says. “It has been my pleasure and honour to have known him and worked with him for so long.”

Syrianos agrees that Johnston is a visionary. “There are qualities about Jamie that are clear to everyone who meets him. To me, it has been his authenticity and that he’s a visionary. He has a talent for knowing how to differentiate himself in our industry,” Syrianos says.

“He’s made such a powerful impact in the industry and our Re/Max brand. I am grateful to have also become business partners and worked closely with him over the years.”

There are only so many strategies to use when helping a client buy or sell a home, and it’s important to know which ones to pull from your hat to get the deal done.

Negotiate and pivot: A must

“Real estate goes in cycles, so picking the right practice for the given market is key,” says realtor Toni Sing of Bel-Air Realty Group in Vancouver, who has been in the business for 13 years.

In this tough and uncertain market (deals collapse and buyers and sellers are nervous), she says it’s much harder to patch deals together. “Listing agents must have negotiation skills. If a listing agent is inexperienced, they’re less likely to fight for a (better) price.”

“It’s especially hard for new agents who have not seen a market like this before,” says realtor Desmond Brown of Re/Max Hallmark Realty Ltd. in Toronto. “Young agents who are new to the environment need to learn how to negotiate. Speak to more experienced colleagues. Pick their brains. If you’re on a team, speak to the team leader.”

Be prepared to pivot. Brown says he had a busy summer, after a slower than usual spring. “Then fall came and things slowed down. We had to adjust. It depends on the property, but in a location that is still hot, we still list aggressively and get over-ask. It’s a tale of two markets. Some areas are not going as quickly and sell close to market value,” he says.

He explains that if it’s in a good location, a property is going to sell and might draw multiple offers – it’s just going to take longer. Brown notes the average days-on-market according to TRREB in September was 30 days. He shares the listing inventory in Toronto for September was up 40 to 45 per cent and the average price was up by three per cent. So, it’s back to a more traditional appreciation of homes. “Real estate is still a good investment,” Brown says.

“Work it out so the buyers and sellers are happy”

“Contrary to headlines, the market hasn’t plunged. It’s not a buyers’ market yet. There’s still over three months of inventory so it’s not even a balanced market yet. If interest rates rise, there will be an increase in inventory. Then it will be balanced before becoming a buyers’ market.”

Brown, who has been in the business for 25 years, stresses the importance of building relationships with colleagues. For example, “give feedback on listings if your client is not interested. Work deals. Don’t get stubborn. Work it out so the buyers and sellers are happy.”

Be ready with a pre-approved mortgage and personal letter

On Oct. 25, the Bank of Canada didn’t raise rates, so Sing says, “The next six to eight months will be interesting. It means buyers will have more confidence and more time to go ahead with a deal.”

On the buying side, she recommends clients get a pre-approved mortgage so they’re ready to go without delay when a property becomes available.

“A letter of firm pre-approval from a mortgage broker submitted with the offer shows sellers they’re qualified and serious,” Sing says. She also recommends buyers provide a second letter to the family about “why they want to buy the house.”

She notes that if there is a large difference between the asking price and the offer price, a personal letter won’t make a difference, but if offers are close, some sellers may be swayed by an emotional letter.

Multiple bid pricing: Dangerous territory

“Deals collapse due to financing and trepidation – people are afraid of the market,” Sing says. “However, for buyers looking for an entry-level primary residence, there is not a lot of choice and these clients are not waiting. They will buy a home that’s not quite a teardown and doesn’t have all the bells and whistles, she says.”

Sing says pricing to attract multiple bids is dangerous in this market. “People don’t want to compete and you risk getting stuck with a lower price.”

Strategy for open houses

The strategy around open houses has changed. In a busy market, Sing says she would hold two or three open houses. Now, there aren’t as many buyers, so she may hold just one open house, reasoning that spreading a few buyers over several days makes the market look bad. Anyone who is looking – and neighbours are looking – will see what seems like a slow market and tell other people in the neighbourhood.

On the other hand, Brown says there are still a lot of buyers and open houses are important. These buyers will go to see if they like a property before they get their agent involved. “There’s not as much traffic showing up, but they are motivated buyers.”

Brown suggests holding open houses the weekend after a property is listed. After that, if it sits on the market, he says the impact of an open house is lost.

Buyers know what’s available and for how much in the neighbourhoods they’re interested in. “They’re on all the apps and know when anything new hits the market,” he says. “They know what’s going on. They are informed about what a property is worth.”

Pre-home inspections

As for pre-home inspections, Sing says people don’t always do a pre-home inspection. Sometimes having a pre-inspection means being one step closer to the deal because there’s one less condition. However, many buyers prefer to have their own inspections done anyway, so it may be a waste of money.

Plan B

Then there’s Plan B, which Brown notes that some agents are utilizing: They list a home for about a week, doing the prep work and a lot of marketing leading up to it, in hopes of getting an offer on offer night. If that doesn’t happen, the listing is terminated, the price is increased, the property is put back on the market and the whole marketing scenario starts again.

It’s expected that these properties will be on the market for several weeks. Right now, Brown says, “There are more terminations than solds.”

Plan B is common for a lot of agents, but Brown says it creates a lot of stress for everybody. The key is managing clients’ expectations.

From list price to search parameters: Other selling and buying tips

When it comes to marketing, Sing spends similar amounts regardless of the price of the property.

Of course, sellers want top-dollar, but when setting a listing price they must be realistic. “They’re not going to get what they could have at the height of Covid,” Brown says, adding clients’ decisions have to be based on what’s going on today. “Give them the information and they’ll make a decision.”

“Drive until you qualify” is still a buying strategy. Brown says buyers in the workforce (not retirees) are still leaving the city. He’s recently had clients moving to London and Kingston, Ontario. “They bought and still had money in the bank.”

When asked whether they should buy or sell first, Brown advises clients to sell first with a long closing. However, there are circumstances where clients who live in an in-demand location are gambling and buying first.

“Selling strategies have changed and sellers now have to exercise patience. Good homes in great neighbourhoods always sell. It’s just taking a bit longer. Buyers now have the luxury of negotiating price and including conditions in offers such as home inspections,” Brown says in an introduction to his latest podcast, Sold in the 6ix, about the current market.

Being a realtor is a lot like being a boy scout – you must always be prepared. After all, you never know where a potential buyer’s interest will lie. It could be in anything from a kitchen they think looks pretty, to the minutiae of a property’s mechanical systems.

That’s why Kerri-lyn Holland and co-listing agent Jason Holland of ReMax River City in Edmonton studied every inch of the more than 7,370-square-foot home at 9020 Valleyview Dr. N.W.

Most expensive Edmonton listing, #15 in Canada: Point2

At $5.995 million, their listing has the distinction of being the most expensive house currently for sale on MLS in the mature neighbourhoods of Edmonton.

The residence ranks 15th on the list of Most Expensive Homes For Sale in Canada’s 25 Largest Cities, a report prepared by Point2 Analysis at the end of September. Properties on the list range from the top price in the country ($59.8 million for a home in Vancouver) to $1.495 million for a house in Regina.

Kerri-lyn and Jason were referred to the owners, who were planning to build a new house and wanted to know the value of their Valleyview home.

Discovering the home’s story

The realtors helped the owners understand market conditions and what happens with the level of marketing for a house of this calibre.

Kerri-lyn and Jason kept their team tight to ensure privacy for the sellers, then worked to discover the home’s story. “Every house has a story,” Kerri-lyn points out. “Professional photography and videography were arranged and a book was carefully crafted, with the help of a public relations company, to depict the true value, pride and emotion of the house.”

The book tells a story to help buyers understand the value of their investment dollar.

“I’m old school,” she says. “There is an electronic version but I printed the book, which has a semi-hard cover. Each buyer who comes through has a tangible piece to take with them.”

Kerri-lyn recommends that potential buyers study the book before scheduling a viewing because “it’s a unique property and can be overwhelming. The whole main level is devoted to entertaining. The second storey houses family space and the third floor is devoted to the primary suite and a rooftop patio.”

She mentions how rare it is for a home of this type to come to market in Edmonton. “Owners tend to keep the properties in the family,” she says.

A unique and special layout + multiple views

The Valleyview property offers a specific layout designed to capture the views, from the time the occupants wake up until the time they go to sleep. The heart of the home is the kitchen, and by having it on the second floor, a full view can be enjoyed while prepping, cooking or enjoying a meal. Spectacular views can also be enjoyed from the family room, living room and bedrooms.

Kerri-lyn mentions, “The number one point is that there are only so many “view properties” (views of the river and skyline) available.”

Comparables and prep

Understandably, comparables are difficult to find. When determining the asking price, the agents considered land value, as well as the value of the beautiful commercial-grade concrete-and-steel residence. It was custom-built in 2002 by Rescom Construction, which worked with the homeowners to design the interior and exterior of the home.

It took one year to prep the property. The sellers were not in a hurry, which “allowed us to capture the property in spring, summer and fall,” notes Kerri-Lyn.

A professional stager proposed a plan that would accommodate the sellers, who want to live in the home while it’s for sale. The sellers were given a to-do list that included some minor repairs, purchasing new furniture and repositioning existing furniture.

There’s so much to look at, both inside and out, that tours of the property take between 60 and 90 minutes.

Balancing privacy with the right amount of exposure

Kerri-Lyn mentioned that although the listing is on Realtor.ca for the public to see, there are no public or realtor open houses because of privacy and the exclusivity of the home. Open houses can jeopardize privacy, although there are exceptions.

The agent says they once held a realtor open house with a curated guest list at a $4-million home. It was successful because it was a new home with no occupants. “To protect the owners’ privacy, we don’t hold open houses in occupied houses.”

Privacy concerns are always top of mind. If a media request comes in for an interview, the realtors recommend that the owners do not participate. Instead, she suggests the builder be interviewed.

“You have to anticipate everything, first and foremost privacy, and determine how to market just enough. It’s a fine balance between marketing and overexposure.” She says you can’t keep changing up the marketing and putting the house back out there. “It’s not exclusive if it’s overexposed.”

Progress so far

The Hollands do regular market updates for the sellers to keep them informed about what’s going on in the luxury market, new listings, price reductions, solds and other stats. The latter, Kerri-Lyn says, “helps us to ensure the right eyes are on the property.”

The home has been on the market since March and has attracted a “good number of showings.” However, at this price point, potential buyers take their time.

“They want to know more before they come forward with an offer. People see it and research the address. With Valleyview and Riverside (another Edmonton street), it’s all about the view. Once (potential buyers) see it, they want to know what they get other than the view,” she says. Since these potential buyers are busy, they’re more inclined to want new or newer homes that are move-in ready.

About the house

This massive five-bedroom, six-bathroom home has a long list of features, from radiant floors to floor-to-ceiling windows that span the length of the home on every floor to a curved face of the home that’s framed by landscaping, believed to have been designed to mimic the adjacent river.

There is a “joyful front door plated with steel and colourful handmade glass inlay. A third-floor skylight floods the living space with light. A 28-foot-high waterfall is flanked by granite and features a handmade glass centre in colours of the ocean.”

Construction features a cantilever design. The purposefully laid-out main floor offers multiple seating areas. The formal dining area accommodates a table for 12, while the chef’s kitchen is designed for large-scale events.

The main level has walkouts to a patio that overlooks landscaped grounds and a patterned heated driveway descends to a four-car garage.

The list goes on.

“There is this notion that you have to go to New York, L.A. or Paris to get high-end and unique finishes, fixtures and art, and I think it really does Edmonton a disservice,” says the owner, in the book about the property.

“When you look, there is such a large bank of talent right here in our city, and these artists are certainly not less than any international talent. They understand our climate (and) our local needs and we have proudly cultivated work from so many local artists and makers to create this home.”

Images courtesy of Re/Max River City / Holland & Associates

Being a realtor to the stars may sound like fun, but you have to be good at keeping secrets. In order to be successful, you’ll have to zip your lips and throw away the key.

There are different kinds of celebrities, from Hollywood actors to sports figures to tech moguls to business people. A celebrity can be anyone who is high profile in their world, including billionaire families and art collectors, says Christian Vermast of Sotheby’s International Canada in Toronto. “But one thing they have in common is that they value privacy.”

That’s why there may be layers of people to deal with before you get to the actual buyer or seller, says Sandy Waldie of Chestnut Park Real Estate Ltd. in Port Carling, Ont.

The celebrity realtor’s toolbox

The process will likely start with a letter of introduction from a banker, a wealth advisor or another individual who represents the celebrity.

David Oey of Harvey Kalles Real Estate Ltd. in Toronto says realtors must be prepared to deal with an advisor, husband, wife, partner or lawyer rather than the individual themselves. “During the actual purchase, and sometimes in qualifying the budget for the buyer, it can take one to four months. Interaction with others besides the buyers themselves is mostly related to the beginning and end of the life cycle.”

“Celebrities have the same wishes, same issues and same concerns as any other buyers and sellers,” says broker Paul Maranger of Sotheby’s International Canada in Toronto. But they are also concerned about physical privacy, he says. “Some buyers will bring in security people to analyze the property and bring their own bodyguards.”

There are two main concerns for corporate and public celebrities: 1) They do not want their entourage or employees to know their finances, and 2) they’re very security conscious. They don’t want people to know where they live because they may be worried about abductions or violent break-ins, Maranger says.

Vetting potential buyers

To protect privacy, he says from the outset, he and Vermast don’t respond to Gmail accounts, only corporate accounts. Conversations take place on landlines, not cell phones.

Vetting is important to ensure buyers are “real,” and have the financial means to purchase a property and are not looky-loos. It’s a challenge and time-consuming where Hollywood sellers are concerned because their fan base wants to view the property but have absolutely no interest in buying it, Vermast says. “There are far more fans than real buyers.”

When vetting, if there is pushback on getting the information you request, it raises red flags, he says. “Qualified buyers appreciate vetting.”

Vetting also works in reverse. The potential client will have vetted you, he says. “They’ve looked at our social media accounts and know all about us” before reaching out.

The anonymity factor

It’s not uncommon to be asked to sign a non-disclosure agreement.

Clients often don’t want their names on paperwork, preferring to stay anonymous until the deal is done.

Maranger says he and Vermast recently did a transaction on a penthouse using the name of a holding company instead of a personal name. “The celebrity said they don’t want their name listed because ‘they will know who I am and it will cost me more.'”

“Celebrities want to be treated as regular people, not someone with endless amounts of money. They don’t want to feel taken advantage of,” says Waldie.

Honesty and transparency are also fundamental, she says. “You’ll get a lot farther with any customer if you treat them as authentically, truthfully and thoroughly as you would a best friend.”

Vermast says, “Do not have a standard based on status or price. Everyone should be treated like a celebrity.”

Be discreet. If no one knows that a celebrity has bought and sold, you’ve done your job, Waldie says. “Mr. and Mrs. Jones sell, and no one talks about it. It should be the same way for celebrities. They could feel taken advantage of if you want to be part of their limelight.”

Navigating the privacy maze 

One thing you don’t want to do is act like a fan and be hanging off them every minute. 

“I’m more vigilant about not pestering them as much because it happens to them a lot,” Waldie says. “I’m more careful about how much contact I make and am more diligent in treating them like everyone else.”

Oey agrees, saying public celebrities get 10 to 15 “hellos” per hour, people fawning over them and fans wanting to talk to them. 

Vermast says there are far more corporate celebrities than other celebrities. “Of about eight million people in the GTA, how many basketball, baseball, hockey players, actors, singer/songwriters (are there)? It’s a smaller pool.”

There are not a large number of public celebrities out there, says Oey, so you “need to market to that type — successful, artistic, financially capable and discerning. Acclimate your mind to being like them.”

Maranger says he and Vermast slow down the process and work methodically rather than rushing to make a sale.

Pushing these types of buyers and sellers is not a benefit because they tend to work long hours and don’t need additional pressure, Vermast says.

Everyone wants privacy to some degree, but there are some celebrities who may not mind the attention.

Starting local and building celebrity connections

For young realtors wanting to build their business, Maranger and Vermast suggest starting with local celebrities, such as chefs, designers and influencers, who can help build your celebrity base. “They’re easier to find and want exposure and help building their brand,” Vermast says.

Maranger explains, “Christian and I represented a seller in a large penthouse. The woman who bought it is a global influencer with a mega-following. Influencers fall in the same category as mega chefs.”

Vermast says it’s important to build your business first and grow it organically because your reputation precedes you. “Your success will depend on how well connected you are and the access you have to off-market properties that meet their needs. There’s no such thing as a celebrity agent.” You have to cater to everyone.

Building a reputation 

Oey recommends not being pushy. He met former Raptors head coach Nick Nurse 10 years ago through a friend looking for help with a lease. Oey and Nurse connected, but Nurse didn’t end up leasing.

When Nurse became head coach, Oey sent a short email of congratulations and mentioned a few condos he thought might suit some Raptors players.

Nurse connected, remembering Oey from their previous meeting. “I had to make sure I was able to handle any and all questions/concerns/queries,” but he says Nurse was comfortable dealing with him.

Oey, who works as a trusted advisor like a lawyer or consultant, sold a house to Nurse 18 months ago during the downtime of the pandemic. It offered good value despite the market and sold recently for a good profit, he says.

Nurse wanted to remain anonymous before the sale, but after the deal was done, he gave Oey permission to speak freely about the house and sale. “I believe he’s helping me more than benefiting himself from publicizing the sale,” Oey says.

Nick Nurse’s former Mississauga home. Images courtesy David Oey of Harvey Kalles Real Estate Ltd.

“Similar to any business, the higher in sales and higher in achievements you are, be careful what you wish for because diligence and professionalism scale up too.”  

And, he adds, “Don’t change who you are when you’re with a celebrity. Be professional and be yourself.”

“Working with celebrities of any kind is challenging in a good way,” says Vermast. “You have to be quick on your feet. It’s stimulating.”

Maranger says, “The celebrity aspect is fun. You treat them the same, but different.”

Despite dealing with their fair share of celebrities from all walks of life, don’t expect to hear fun stories or secrets from Maranger, Vermast, Oey and Waldie. Mum’s the word.

When realtor Danny Dawson visited Howl Hill Farm for the first time, he felt it — “the cool feeling of history” — and an emotional connection to the property. Dawson’s creative light bulb switched on when the owner said she was still in touch with Steward, the farmer who grew up on the land. 

Ignoring the rule that many agents follow about depersonalizing a property, Dawson did the opposite. He created a storytelling video marketing piece that stars the farmer/former owner; Steward was able to talk about local history and what it was like to grow up on the property back in the day, Dawson says. “It’s something interesting (and) people will watch the whole video to see the whole story. It drives views to the property.”

Howl Hill Farm, image courtesy Danny Dawson and Ardent Media

Transforming a historic property into an experience

Dawson met with Ardent Media’s manager, photographer and videographer to discuss his vision, and together they came up with a plan to create the video. “They ran the show,” Dawson says. “Ardent is a newer company with one of the best photographers and high-end equipment.”

Their suggestions included everything from where Steward should sit to which times of day would be best to shoot in order to capture its most special features. They also edited the video in-house, which ensured the feeling and quality were consistent and exactly what Dawson wanted.

He also worked closely with the homeowners because he says they “understand their property. What the owner loves about the property is identical to what the buyer will love — the horses, the swimming lake and views.”

Dawson prepared talking points but said Steward is “a good speaker and just told his story. It was a wholesome moment.”

He says the “coolest thing was that we were go, go, go. Steward, at the end of the day, asked if we wanted to stay for some treats — fresh strawberries and cookies. It was another wholesome moment and a reminder to us to slow down and enjoy the process.”

Prepping the home took a couple of weeks, video and photography took a full day, and production took more than a week. The process is not inexpensive, but he says, “I’d rather spend a little more and keep the standard high.” He also says with a property in this price range, there is a certain expectation of quality and money spent on marketing.

Farmer Stew, image courtesy Danny Dawson and Ardent Media

Storytelling that sells 

Keegan Downs, CEO and owner of Ottawa-based Ardent Media, says, “The average cost of the video alone from traditional real estate marketing companies would be anywhere from $1,000 to $2,000 depending on the property size and complexity of the deliverables.” Danny’s video alone would have probably fallen around the $1,250 to $1,500 range had we not bundled it with other content, including photos and the iGuide virtual tour, for a total of $2,500. This price is competitive with the regional average for Ottawa, but there are outlier cases of individual videographers who will undercut heavily and tend to sacrifice quality.”

Dawson says he’s trying to differentiate himself as a realtor and is taking a “higher tone” because “it’s all about the way you present yourself, how people view you and the quality of your work.” 

He hopes the storytelling video will draw extra attention and help find the right buyer for the unique $2.5 million property in an area where the average price is $300,000.

Dawson has been in real estate for almost 10 years. He has received Royal LePage awards, including the Chairman’s Award (national top one per cent) in 2022. The almost 33-year-old was also on the Top 35 Under 35 in 2021 and 2022.

Most of his clients are referrals from agents at Royal LePage, as well as other companies.

Farmhouse interior, image courtesy Danny Dawson and Ardent Media

Realtor Danny Dawson

From history to high-end sales

Something that sets him apart is that he is one of a few agents who works in both Ontario and Quebec. Working in two provinces is quite different “with differing law systems and MLS rules, but the principles are the same. You act in the best interest of the client,” he says.

He sells everything from low to high-end properties. His record sales include the most expensive condo on MLS in the Outaouais region, the most expensive sale in Chelsea and the second most expensive property on Meech Lake, all in Quebec.

“When you have big listings and get results closing them, people see that, and your name gets (mentioned) by other agents,” he says.

Realtors also know him from his time as a director with the Ottawa Real Estate Board and the four years he volunteered on the board’s MLS committee.

To see the storytelling video showcasing Howl Hill Farm, click here.