Talk about one-stop shopping. Eleven Realtors from different brokerages recently came together to hold an agent open house that featured all seven of the suites for sale in a luxury boutique condominium in Toronto’s South Rosedale neighbourhood.

No. 7 Dale, designed by architect Hariri Pontarini and with interiors by Alessandro Munge, is a collection of multi-million-dollar suites. Each is more like a custom home, with its own mechanical room that allows owners to customize features such as heating, water filtration and security systems for their own suites. Other highlights include Dada kitchens and custom closets by Molteni & C, says broker Alison Fiorini of Harvey Kalles Real Estate. 

The building is divided into east and west wings. The brick front “reads like a Rosedale home, but the back is glass with ravine views,” she says.

Fiorini considers the open house event a success with about 50 agents and a few potential buyers attending. 

“It’s rare to be able to walk through something that’s built,” she says, as condos are usually sold pre-construction. 

Condos are a different beast in Rosedale, which is made up mostly of single-family residential. 

How it came together

The living space and marble fireplace of suit 207 of 7 Dale Avenue, listed for $8,495,000.

Fiorini and the other agents co-ordinated the event by email, excitedly sharing what each was planning for their individual suite and coming up with an organized plan for the day.

A greeter in the lobby gave out pamphlets and directed visiting agents to the suites listed for sale. The tour also gave agents a chance to view the amenities, which include a gym, a spa, a private trainer room and a lobby with designer furniture and a grand fireplace.

Broker Cailey Heaps of Royal LePage Heaps Estrin Real Estate says, “We’re always open to collaborating with colleagues from different firms to achieve the best results for our clients.”

She says the event was a perfect example of the impact that can come from working together. 

“The outcome was exactly what we hoped for, bringing a large group of prominent Toronto agents together to experience the project firsthand,” she says.

Heaps is co-listing the property with Megan Till-Landry.

Banding together to spark interest

The event was all about creating buzz and making it easy for other agents to tour all of the suites in one day.

Broker Janice Fox of Hazelton Real Estate says the response from a collaborative open house with multiple properties is easily 10-fold that of an independent single open house.

“Agents who wouldn’t have come otherwise were quite excited to make an entire building tour and could suddenly understand the features and benefits of the property as a whole and the diversity of options,” Fox says. “Part of the challenge in the current market is getting attention focused on your listing, and this went a long way in helping all of the listing agents.”

Fox says the developer of the property engaged Hazelton Real Estate to oversee sales of the entire project. “To date, we are almost two-thirds sold.”

Having a joint agent open house in a building isn’t easy, says broker Paul Maranger of Sotheby’s International Realty Canada, who is co-listing with Christian Vermast and Fran Bennett.

“For security reasons, most buildings don’t permit open houses (whether public or agent), so the ability to ‘multi-task’ and visit the current supply was a luxury beyond belief for Realtors.”

‘A real success’

Realtor Gillian Oxley of Royal LePage Real Estate Services says the open house was a “fantastic opportunity” to showcase the suite’s craftsmanship and livability to Toronto’s top agents.

“It created meaningful conversations, collaboration and cross-promotion opportunities between agents representing similar luxury buyers,” she says. “These events strengthen professional relationships and ultimately benefit clients by increasing exposure and generating qualified interest in exceptional properties like this one.”

“The event was a real success,” says Realtor Jimmy Molloy of Chestnut Park Real Estate. “The idea of a group open house adds weight and momentum to encourage agents to see the product in person. 

He says real estate cannot be truly experienced on a screen. 

“You have to be in the space to understand the nuances of light, the volume and how you interact with it. The group open house is a creative way to encourage more agents to actually feel and experience the product,” says Molloy, who is co-listing with Lindsay Van Wert.

Realtor James Warren of Chestnut Park Real Estate says, “The agents were quite thrilled and happy with the fine bespoke finishings, high ceilings, the floor-to-ceiling windows and the views of the private terraces and gardens. The agents were happy we opened seven apartments at once so they could view the different floor plans.” 

Warren’s unit is co-listed with Alex Obradovich.

Early results

Fiorini had a second showing the day after the open house.

One agent told her during the open house that after seeing it in person, they had a client who might be interested.

Connie Adair

Connie Adair is a contributing writer for REM.

The post Different brokerages, same goal: Inside a collaborative open house appeared first on REM.

The post A mastermind in luxury real estate: Inside the mindset of Canada’s top luxury agents appeared first on REM.

Each Wednesday, Real Estate Magazine shares insights, experiences and advice from top-performing agents across Canada. If you’d like to contribute or nominate a colleague or team, send us an email.

Editor’s note: The following interview was originally published in a REM special edition print magazine released Oct. 7 at the Re/Max Activate conference.

Steven Liambas of Re/Max Noblecorp Real Estate has built a solid luxury business in the Toronto area, based on innovative marketing tactics, personal touchpoints with clients and keeping on the cutting edge of technology and tools. In this interview, he shares the strategies that have helped big level up in the industry. 

Q: How did you first get into real estate?

A: Before real estate, I worked at a sports nutrition company where I built close relationships with NHL athletes. While I loved that experience, my passion was always marketing, architecture and luxury real estate. With my network of professional athletes, my marketing background and the credibility of having a brother who played pro hockey, I carved out a niche in athlete relocation — and quickly found success in luxury real estate.

Q: Why did you choose to be a solo luxury agent?

A: Eight years ago, I saw a gap in how agents built their own brand alongside their brokerage. I spent six months creating a personal brand before launching my career, treating myself as the product. I wanted full creative control, especially in luxury marketing. Over the years, that vision has evolved into a brand known for creativity and distinct property promotion.

Q: What roles do you juggle today?

A: My main focus is marketing and building my brand, especially by leveraging AI to stay ahead. Setting myself apart from other agents is a priority, and I’m constantly introducing new marketing tools and strategies to promote my luxury properties. 

At the same time, I handle all day-to-day real estate duties — showings, listing presentations, negotiations — so my clients always get a personal, hands-on experience.

Q: Give us a snapshot of your business today.

• Brokerage: REMAX Noblecorp Real Estate
• Markets: Toronto, Vaughan, Kleinburg, Woodbridge, King City, Nobleton, Etobicoke
• 2024 Production: 32 transactions | $24.5 million in sales volume
• Business mix: Balanced between buyers and listings
• Support: Solo agent, with brokerage admin support, plus a marketing consultant and media company

Q: What early investments shaped your business?

A: First, I built my personal brand with a designer. Second, I committed to high-quality media and video production for every listing. Third, I embraced technology, especially AI and digital tools, to stay ahead of trends and deliver standout marketing.

Q: What advice would you give a solo agent making their first hire?

A: Focus on creating a strong personal identity first. If branding and marketing aren’t your strengths, outsource them. Freeing up your time to focus on clients is the smartest investment you can make.

Q: What are your top lead sources?

A: Referrals are my number one source of business, and they often come from past clients who introduce me to their family and friends. That foundation has become the biggest driver of my growth. My second source is social media, particularly Instagram, where I showcase both my brand and my listings. Third is networking. I am always building new relationships, no matter where I am, and that consistent effort continues to expand my reach.

About 75 per cent of my marketing budget goes to media production, from high-end video to lifestyle shoots. I’ve even used a replica Batmobile to promote a Batman-inspired home. The rest goes to social ads and bus ads in key markets.

Q: If you had to cut one channel tomorrow, which would hurt the most — and why?

A: If I didn’t have my referral base, it would affect my business tremendously. My entire model is built on providing the best possible client service, which not only achieves their buying or selling goals but also builds long-term trust. That naturally snowballs into referrals, and it is the foundation that sustains everything else I do.

Q: How do you handle new leads?

A: I respond within minutes. Leads go straight into my CRM, followed by a call, Zoom, or meeting. I pre-qualify, set expectations, and create trust immediately. On average, it takes one touch to get an appointment and three to four touches to secure a contract.

Q: Do you use any ISA/assistant support, or do you handle all leads yourself?

A: I personally handle all leads because I believe people are reaching out specifically to work with me. They want my expertise and guidance, not to be passed along to someone else. Keeping it personal builds stronger relationships and ensures my clients always feel taken care of.

Q: What’s in your tech stack?

• CRM: Website backend + Realm + Excel + Mailchimp
• Website/IDX: Custom site with market data, newsletters, buyer/seller guides
• AI: Used daily for brainstorming, marketing, and media
• Other tools: Photoshop for visual assets

Q: How much do you reinvest into the business?

 A: About five to 10 per cent of revenue goes into marketing, which includes advertising, staging, and property promotion, and 10 to 15 per cent into my media company partnership. They help bring my vision to life, from showcasing properties to implementing AI-driven tools that elevate the overall marketing experience.

I don’t track cost per lead the traditional way. ROI for me is measured in service quality and referrals. My healthy ROAS is four to five times.

Q: Who are the best-fit clients for your approach?

A: Luxury-focused buyers and sellers who value creativity, expertise, and a calm, informed process. My motto is simple: “When you know, you know.”

Q: If a solo agent has $5,000/month to invest, where should it go for the next six to 12 months?

A: The first priority should be building a strong personal brand. Invest in creating an identity that sets you apart from other agents. If you do not have the skill set to bring it to life yourself, work with a professional agency or media company that can. Strong branding combined with polished media for your listings is the fastest way to stand out, attract new clients, and build credibility.

Q: What’s the minimum viable follow-up cadence you’d recommend?

A: Consistency is more important than intensity. At a minimum, stay in touch with leads and past clients monthly, whether through a newsletter, market update or personal check-in. The key is to make sure you are always first top of mind when real estate comes up in conversation.

Lightning round

• Market insight: Luxury is stronger than people think — well-presented homes still move in shifting markets.
• Tech you’d fight to keep: AI
• Marketing hill you’ll die on: Presentation is everything.
• Agents fail because… they lack consistency and don’t build a brand.
• Solo agents win because… they create identity, build relationships, and deliver a personalized experience.

The post Agent spotlight: Q&A with luxury leader Steven Liambas appeared first on REM.

A key reason Debelle was chosen to represent the property is his attention to detail. “I really studied the property,” he says. “There’s a list of special features 10 pages long (that) took (many) days to create.”

That kind of meticulous preparation is central to Debelle’s approach, especially with ultra-luxury listings where he needs to speak knowledgeably about every finish, system and feature. “It’s not enough to take someone through a home and say, ‘Great home.’ I have a responsibility to really study it.”

Standing out in a crowded market

Luxury listings in Metro Vancouver are not short on spectacle, but this particular home, dubbed West Vancouver’s “White Mansion,” has a set of features that even seasoned Realtors will rarely encounter.

Guests enter through massive brass doors into a 38-foot-high great room under a custom-designed, hand-built stained-glass dome.

The home also includes a professional-grade private casino with blackjack, roulette and slot machines accessed through a hidden door, and a dedicated Stefano Ricci-designed office and library, which, Debelle notes, is the first of its kind in Canada.

Asked whether special filings were required for the private casino, he says no and clarifies, “It’s really a games room. We’re not running a casino for the public.”

Beyond that, the home is outfitted with a spa featuring dry and steam saunas and a plunge pool, a chef’s kitchen designed for large-scale entertaining and intricate marble finishes throughout — virtually no drywall exists in the house.

Marketing with intention — and budget

Marketing a property of this calibre demands more than the standard suite of photos and MLS exposure. Debelle invests heavily in layered campaigns that include lengthy photo shoots, bespoke floor plans and glossy coffee-table style books that can run over 100 pages because, he feels, “It’s the best way to market, but it’s also important that my client knows I’ve done everything — and more than anyone else.”

Each book he produces is property-tailored, written in detail and translated into Mandarin to reach a global audience. He likens the effort required to “doing a paper at university.”

When it comes to the floor plans, Debelle personally reviews each room to ensure accuracy. 

And he doesn’t stop at a single photo shoot. “I do three to five shoots (that) cost a ton of time (and) money. And I’m there with the photographer, so that we capture the images we need to present (the property).”

The listing is also being promoted across international luxury media, including on multiple magazine covers in September alone.

Still, Debelle avoids splashy Realtor-only parties or open houses. “This is not a place for Realtors to get some free sushi and chat with each other. This is a serious home that deserves serious respect,” he says. Only pre-qualified buyers, accompanied by their agents, are allowed through the door.

The art of the showing

Debelle’s background as a lawyer informs how he conducts showings, which can run three hours or longer. Each and every move is intentional.

“When I do a showing, it’s like being in court. Everything I do, every word I say, every step I take, where I stand, where I look, is all done for a reason. Nothing is arbitrary … I’m thinking all the time,” he explains.

He also builds space into the process, offering prospective buyers time to absorb the home, sit quietly and discuss privately with their Realtor.

“There should always be a time when I’m just a real estate agent representing the seller, (meaning) it’s important for me at some point to suggest that I back away and let (them) walk through on their own, to speak freely among themselves.”

The takeaway for Realtors

While the scale of West Vancouver’s “White Mansion” sets it apart, Debelle insists that his approach doesn’t — and shouldn’t — change with price point.

“The way I do this listing is exactly how I do every other listing, just on a bigger scale. I give the same time and attention to a $1.8 million home as I do to this. Every home is deserving of the same dedication, regardless of price point.”

For Realtors, the takeaway is clear: studying the property in detail, marketing it with thoughtfulness and precision and presenting it with humility and respect can be what sets you apart.

As Debelle puts it, “My biggest objective is they have to like me as a person. I’m very understated, humble and respectful … I’m just a real estate agent (putting) out plastic open house signs on the weekends.”

Emma Caplan-Fisher

Emma Caplan-Fisher is an editor and writer for REM. She has over a decade of experience in various content types and topics, including real estate, housing, business, tech, and home & design. Emma’s work has also been featured in Cottage Life, the Vancouver Real Estate Podcast, the Chicago Tribune, Narcity Media, Healthline, and others. She holds a Certificate in Editing from Simon Fraser University.

The post On the market: The meticulous sales strategy behind Vancouver’s ‘White Mansion’ appeared first on REM.

Calgary’s residential sales over $1 million saw a modest 3 per cent uptick to 1,164 properties in the first half of 2025. Of those, 10 were in the $4 million-plus category, compared to seven in the same period of 2024, according to Sotheby’s State of Luxury report, released Wednesday.

Montreal’s luxury housing market “defied national headwinds in the first half of 2025,” reads the report. Residential sales above $1 million climbed 26 per cent year-over-year to 1,086. Of those, 22 were $4 million-plus, a 22 per cent increase from 2024. One “ultra-luxury” home sale over $10 million was reported on in the first half of 2025, in contrast to zero sales in this price segment in the same period last year. 

“Canada’s luxury real estate market continued to show resilience in the first half of 2025, despite persistent macroeconomic volatility and uncertainty,” says Effi Barak, president of Sotheby’s International Realty Canada, in a press release.

“Montreal and Calgary led performance across the country, with healthy sales activity supported by relatively attainable housing prices and measured consumer confidence. These conditions enabled upward mobility and sustained demand across the luxury market.”

Luxury pullback in Canada’s biggest cities

Toronto

Residential real estate sales over $4 million in the Greater Toronto Area fell 28 per cent year-over-year to 222 properties sold on MLS between January 1 to June 30. Sales of properties priced over $1 million saw a 23 per cent decline to 13,563 units sold.

In contrast, ultra-luxury sales over $10 million increased 200 per cent year-over-year, with twelve properties – all single-family homes – sold in the first half of the year, compared to four in the same period of 2024.

Sotheby’s experts noted an increase in ultra-luxury transactions occurring “off-market” as sellers increasingly sought greater discretion and privacy.

“While overall activity in Toronto and Vancouver remained subdued in the first half of the year, premier neighbourhoods in both cities continued to attract interest,” said Barak.

“In Toronto, ultra-luxury sales outperformed the prior year, underscoring the ongoing confidence of high-net-worth buyers in premier assets.” 

Vancouver

Vancouver’s luxury market also contracted sharply in the first half of the year. 

Sales over $4 million fell 51 per cent year-over-year, with two transactions above $10 million recorded, compared to seven in the same period in 2024.

Sales of properties priced above $1 million also fell 26 per cent compared to the same period last year.

The post Montreal and Calgary luxury sales pulling ahead in 2025: Sotheby’s appeared first on REM.

Swartzman most recently served as CEO of Toronto-based Peerage Realty Partners, a holding company with brokerage operations across North America, including Sotheby’s Canada. Under his leadership, Peerage climbed to become the tenth-largest real estate company in the U.S., according to the 2024 T360 Mega 1000 report.

Recognized as one of the 50 most influential leaders in the industry by the 2025 Swanepoel Power 200, Swartzman’s background spans mergers and acquisitions, franchise development, finance, asset management and consulting in both public and private sectors.

Swartzman will officially step into the role next month.

A full-circle moment

Swartzman’s connection to Christie’s dates back to his early real estate days with long-time affiliate Chestnut Park in Toronto—an experience he described as formative.

“My initial exposure to the distinctive enterprise of luxury real estate was through my work with long-time Christie’s International Real Estate affiliate Chestnut Park,” he said in a statement. “This formative experience… established my passion for this specialized segment of the business and the people who support it.”

Now, Swartzman will take the helm at Christie’s International Real Estate, overseeing global expansion and strategic development for the luxury brand, which spans more than 100 member firms in over 50 countries and territories.

Christie’s enters new era under Compass

The appointment comes at a pivotal time for the brand. In early 2025, Christie’s was acquired by Compass.

“Gavin brings a resume and skillset to Christie’s International Real Estate that is one of one,” said Thad Wong, co-CEO, Christie’s International Real Estate. “I can’t name another leader in this industry who has overseen multiple brokerage firms, has walked in the shoes of our affiliates and has experience with some of the most respected brands in luxury real estate…”

Mike Golden, co-CEO, Christie’s International Real Estate, echoed the sentiment, highlighting Swartzman’s leadership style, “What stands out even more is how the people who have worked with him talk about his character and his human qualities as a leader.”

Swartzman says he’s excited that the company has the “opportunity to be the preeminent luxury real estate brand in the world.” He adds, “I’m very much looking forward to collaborating with our affiliates, agents and management team to realize that vision.” 

The post Gavin Swartzman named president of Christie’s International Real Estate appeared first on REM.

Between January and March 2025, five properties sold for more than $10-million on MLS, compared to none during the same quarter in 2024. While overall GTA sales of homes over $4-million declined by 15 per cent and $1-million-plus sales dropped 29 per cent, the top end of the market remained relatively active despite broader economic turbulence.

Four of these eight-figure transactions happened in the City of Toronto. Industry experts point to high demand for bespoke, move-in-ready homes in affluent neighbourhoods such as Rosedale, Forest Hill and Cabbagetown, where inventory remains limited. Off-market deals are also on the rise, as sellers prioritize discretion and buyers seek exclusivity.

Sotheby’s President Effi Barak notes, “Toronto’s ultra-luxury single-family home market, particularly in its most prestigious neighbourhoods, remains poised for activity,” adds Barak. “While buyers are increasingly selective—negotiating assertively and prepared to wait for the ‘perfect’ home—there is underlying strength in this segment.”

Calgary’s growth cushions economic shocks

Calgary remains well-positioned in 2025 following a record-setting 2024. Alberta recorded more than 28,000 new residents in the first quarter of this year compared to the final quarter of 2024, according to Statistics Canada—the largest net gain of population of Canada’s provinces and territories. Sotheby’s says this population influx supported demand in the city’s top-tier real estate market, helping to steady performance amid broader national uncertainty.

Sales of homes over $1-million rose 2 per cent year-over-year, led by strong demand for single-family homes, which made up 80 per cent of transactions. Attached homes also saw a 25 per cent increase, as downsizers and first-time luxury buyers sought attainable options. While there was only one transaction above $4-million, down from two in the same period last year, and none above $10-million, Calgary’s market stability stands out in contrast to more heavily impacted cities.

That said, buyer sentiment is beginning to temper. Overall residential sales fell 17 per cent year-over-year in Q1, and inventory doubled compared to March 2024. Even so, Sotheby’s says low supply in key luxury neighbourhoods has helped maintain seller’s market conditions in the $1-million-plus bracket.

Montreal defies the national downturn

Montreal bucked the national trend with an 11 per cent increase in luxury home sales over $1-million in the first quarter. Lower interest rates unlocked pent-up demand and upward mobility, particularly for local buyers.

Between January and March, eight properties sold for more than $4-million—unchanged from the same time last year. No homes crossed the $10-million threshold, and while the overall market was steady, activity in the highest condo price tiers declined. There were no condominium sales over $4-million, compared to two during the same period last year.

The condo market nonetheless saw notable gains in the $1-million to $4-million segment, with sales climbing 27 per cent year-over-year—the highest annual percentage increase in top-tier condominium sales among Canada’s major metropolitan markets. Strong inventory in prime locations and a wave of motivated local buyers helped propel this segment forward.

“Montreal has exceeded expectations this spring, standing out across luxury condominiums, attached, and single-family home sales,” says Barak. “The recent easing of interest rates has unlocked upward mobility for sidelined buyers and reinforced Montreal’s momentum.”

Vancouver cools under pressure

Vancouver’s luxury housing market began 2025 on an optimistic note, but that faded quickly under the weight of U.S. tariffs, a faltering economy and regulatory hurdles. Sales over $4-million fell 48 per cent year-over-year in Q1, with no properties selling for over $10-million, mirroring last year’s slow start.

Buyers’ market conditions deepened across all luxury segments. Sales of $1-million-plus condos dropped 27 per cent, while attached home sales fell 28 per cent. Listings surged 38 per cent compared to March 2024, adding pressure on sellers to compete on price and quality.

While Vancouver’s luxury housing market may offer long-term potential, it remains firmly in buyers’ territory this spring, according to Sotheby’s.

The city’s single-family homes weren’t spared: $1-million-plus sales fell 34 per cent, and $4-million-plus transactions dropped 47 per cent.

“Those willing to navigate short-term volatility are well-positioned,” said Barak. “This market offers strong long-term potential, especially in segments facing future supply constraints.”

The post Luxury home sales cool in Vancouver, but GTA’s top-tier sees jump: Sotheby’s appeared first on REM.

The post Luxury real estate market cools after strong start to 2025 appeared first on REM.

1011 Cordova Street W PH01, Vancouver (Sotheby’s International Realty)

 

 

Realtor Tanis Fritz knows the importance of discretion when working in the luxury real estate market. As the listing agent for one of Canada’s priciest condo listings—a $21-million, 6,480-square-foot penthouse in Vancouver’s Fairmont Pacific Rim Residences—she understands what it takes to succeed at this level.

“Having a reputation for discretion at this level is a differentiator,” says Fritz, a Sotheby’s International Realty agent based in Vancouver, B.C.

Position yourself in the right circles and be patient

 

Accessing the luxury market requires strategic marketing, asserts Rochelle Cantor, a Montreal-based top performer with Engel & Völkers. The key is not aggressive self-promotion but a steady, calculated approach with long-term intent.

Cantor, who has over $1.2-billion in career sales and 1,300 sides, says establishing credibility requires immersing yourself in the environments and communities where luxury clientele live and operate and residing where you want to sell—or at least knowing the area inside and out.

Cantor lives in Westmount, an upscale community in Montreal. “I raised my kids there, volunteered at the school and took advantage of every touchpoint (and) learning opportunity I could,” she illustrates.

 

Fake it till you make it and leverage your agency

 

While establishing trust in this space requires authenticity, solid expertise and strong relationships, until they achieve it, many agents stand by the adage, “Fake it ‘till you make it.”

“(It’s) true, but how you fake it in the affluent world is different,” Cantor explains. She doesn’t think it’s necessarily about “looking the part,” as her success in selling some of Quebec’s most expensive properties comes from learning her market and speaking with intelligence.

However, Fritz notes a certain poise can be helpful. “I feel better about things when I have a clean car and a polished appearance … more powerful and in control of the process.” It’s about how she carries herself and having “grace under pressure.”

Cantor advises leveraging your agency’s reputation and tapping into experienced agents’ luxury expertise—for which collaboration is crucial. “It has to be the ‘we’ conversation. Put your own spin on it.”

 

Manage communication and expectations

Tanis Fritz

Fritz emphasizes the importance of giving thoughtful advice and managing expectations. This can be invaluable if a property takes longer than expected to sell or another challenge presents itself. “Being clear, concise and direct is a winning approach in this market,” she stresses.

She suggests establishing clear reporting parameters catered to what’s important to your client. “Do they want a scheduled call every time? A total debrief after each showing (or at set intervals)? Are they data-oriented?”

However, this needs to balance with what the situation calls for. If, say, a client prefers texts to calls, Fritz points out, “There are cases where text won’t cut it, and I’ll certainly speak up for that. You can have your parameters and guardrails flow within a client-centric approach.”

She emphasizes implementing clear processes and not straying far from them. Fritz is adamant about proactivity to ensure clients never wonder what’s being done to sell their homes, so market and marketing updates come at their preferred frequency.

 

Run your business like a publicly traded company

 

To win, Cantor notes it’s about consistently “planting your seeds”—either selling or creating awareness about your market knowledge. She also stresses the importance of running your business like a publicly traded company, something she learned early on from her tech industry experience.

She uses forecasts and pipelines and sets annual financial targets rather than focusing on specific property types or values. Numbers run the same way, whether it’s a $2-million or $12-million property.

Rochelle Cantor

Above all, “I don’t chase after the $10-million plus sellers.. In my market space, less than six brokers sell all houses over $4-million.”

Instead, Cantor, who didn’t actively seek luxury but took an opportunity that propelled her career there, advises understanding your business and setting realistic goals. “You might be a lot happier selling five $1.5 million homes than one $10 million home—that’s a lot of risk.”

 

Nail the listing presentation

 

For listing presentations, Cantor always has a document checklist and a full package ready to tweak based on the property. She asks many questions, understands the competition and researches comparable properties and municipal evaluations.

She won’t talk numbers until she’s seen the property and done her homework, and she doesn’t focus heavily on the agency or hard-selling, as people are in it for the long game. “The question is who (clients) feel more connected to and confident in representing their best interest as honestly as possible…They think of me because over the years I became their trusted advisor.”

That said, your agency can certainly help, especially in the beginning. Fritz didn’t attract ultra-luxury listings until she joined Sotheby’s. For success in this market, she believes an agency needs the right “track record, authority, consistency and reach.”

When you eventually land the listing, Fritz says you need best-in-class visuals, from staging to photos to videography, to support your price and strategy. “Build time to accommodate the weather. Especially in British Columbia, if you’re dealing with a view property, you need beautiful skies to showcase it.” This also means finding professionals who can remain flexible to accommodate that variability, she cautions.

 

Don’t limit yourself

 

Breaking into the upper echelon doesn’t require abandoning mid-tier sales, Fritz, who has a public relations background and was intentional in moving to luxury, recognizes.

She chooses not to limit herself to specific life and financial stages. “I have a lot to offer different clients, and they have a lot to offer me…I hope I can continue to work well in all sectors of the market.”

Cantor firmly believes that the selling mentality of the uber-wealthy is not that different from the mid-tier, with the primary difference being budget and financial concerns. Instead, high-net-worth individuals focus on legacy, exclusivity and investment potential.

Her most important takeaway over the years? “Knowing that we’re all people. Just because somebody has a lot of money doesn’t mean they’re better. You have to believe in that, and you have to believe in yourself.”

 

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Emma Caplan-Fisher

Emma Caplan-Fisher is an editor and writer for REM. She has over a decade of experience in various content types and topics, including real estate, housing, business, tech, and home & design. Emma’s work has also been featured in Cottage Life, the Vancouver Real Estate Podcast, the Chicago Tribune, Narcity Media, Healthline, and others. She holds a Certificate in Editing from Simon Fraser University.

The post Why selling luxury homes is about more than just price tags appeared first on REM.

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